Research On The Media Image Of Young Leaders

With China's reform and opening up,and the rapid economic development,Politics,society,culture and many other fields have suffered the impact of Western multi-cultural.As the era of beach children,Young people who are active on the frontline of new things are embracing a more diverse and complex culture,coupled with the complex reality context of our country's social transition period,A new generation of youth groups are faced with multiple crises and heavy pressures of lost values,lack of faith and lack of ideals.At the same time,the traditional values have been gradually disintegrated.The past typical figures and models have found it difficult to generate value recognition among young people.Official top-down model have given way to the bottom-up leadership.A pan-leadership era opens.The newly emerged young leader has become the benchmark for the value choice and spiritual guidance of the youth group and plays a vital role in the development of the youth group.Therefore,it is increasingly important for the media that what the image of the young leader to present and what values to convey in the youth leadership of List building activities.This article takes the selection of “Young Chinese Leaders” in the <Southern People Week> from 2005 to 2016 as an example,mainly through the changes in the selection of young leaders of the journal,the presentation of youth leaders' media images,the value expression behind the youth leader's media image and the deviation to analysis and explain the question in three parts.The first chapter mainly elaborates on the changes of the model culture and the changes of the ideas and methods of the selection of young leaders of <Southern People Weekly>.With the development of The Times,it is difficult to continue the value identification of the typical top-down model,and gradually make changes to the leaders from the bottom up.At the same time,in the 12 years since the youth leaders were established,the standards,concepts and methods of <Southern People Weekly> have been changing constantly.The second chapter,through content analysis,this study conducts a research on 140 young leaders selected by <Southern People Weekly>,and separately analyzes the age of young leaders from four aspects: physiological image,intellectual image,identity image and deeds image.And statistics and analysis were conducted on the age,sex,educational level,overseas study experience,industry and occupation of young leaders.The purpose of this paper is to explore what kind of youth leader appears in the journal.Through the research and analysis,we found out that <Southern People Weekly > has presented four kinds of prominent youth leaders:The image of Business elite who have outstanding work achievements;the image of Literary and sports stars who has a strong appeal;the image of Youth volunteer who selfless dedication;the image of Young scholars and scientists.Statistics show that the image of these young leaders also shows five distinct characteristics:The age image of the young adult tendency that most young leaders are between the ages of 36 and 44;The gender image is uneven,and the number of female youth leaders is significantly lower than that of male youth leaders,accounting for only 26 percent;The knowledge image is highly educated,and the graduate degree and above is up to 48%;Industry and occupational image clustering,young leaders and more concentrated in the field of culture,art industry;The high achievement tendency of the achievement image,that is,the selection more highlight the young leader's outstanding work achievement.The third chapter analyzes and expounds the deviation of value expression and presentation behind the youth leader's media image.<Southern People Weekly> uses these character symbols as a carrier to convey to the public "adversity and realize personal value" of life philosophy through emphasizing and demonstrating distinct values of young leaders such as excellent deeds,human feelings and social responsibility,And also conveyed the values of "caring for others and serving the community" as well as universal values such as equality,freedom and environmental protection.It is hoped that through the stories of the young leaders,the life logic of the public and the inner world will be connected,and the value isomorphism will be realized,and then it will be transformed into a life attitude.In addition,it can not be ignored that during the operation of the list,due to the profound influence of market competition,commercial operation,entertainment culture and consumer culture,<Southern People Weekly> shows a certain deviation in the media image of the young leaders:the character image is too clustering;Absence of workers and peasants,elite discourse logic prominent;Gender image is out of balance,the image of women leaders is one-sided.