Research Of The Media Image Of Urban Management Officers

In recent years,with the frequent occurrences of the urban management officers hitting people,the urban management officers have been demonized by the mediums and the public opinions.For the moment,few domestic researches on the media images of the urban managements have been published,however,these researches don't focus the reports made by the local medias.As an importance factor of the modem urban management,the social roles played by the urban management officers can never be ignored.Therefore,it has become a common problem which needs to be faced by both the urban managers and news disseminates,that is making a comprehensive report on the urban management officers' works and dispelling their negative images through media.This essay mainly concentrates on the local medias.Here we will take The Shenzhen Special Zone Daily and The Cystal as examples,to analyze the features of the urban management officers' images described by the local media and if there exist differences when different local medias build an image of an urban management officer.With the application of the Content Analysis,the research first make a systematic analysis on the reports of the urban management officers in the recent ten years in the aspects of reporting contents,reporting forms and reporting keynotes.According to the analysis,we find that there are distinctive differences between the two newspaper offices in the aspects of reporting forms and reporting keynotes.The negative content of the urban management officers reported by The Crystal is more than The Shenzhen Special Zone Daily.Despite the differences,there are also some similarities on building the media images of the urban management officers,which are mainly showed on the negative reports of other places' urban management officers.In addition,based on the interviews of employees from The Shenzhen Special Zone Daily and The Crystal,the reports confirmed the key elements which affect the reporting content of the newspapers,among which are mainly the attribute,orientation and the capital force of the medias.Medium,as an essential tunnel of people accessing the information,not only affect the public's recognition on the issues but also on others.The analysis on the medium images of the urban management officers helps us to know the diverse reporting conditions of the different medias,pushing forward the mass media's steps to avoid the unnecessary prejudice in news reporting,and demonstrate an utmost comprehensive and objective news reporting.