| Quanjian,the former 10-billion-yuan health care enterprise,was fined 100 million yuan for organizing and leading a pyramid scheme and its chairman Shu Yuhui was fined 50 million yuan and sentenced to nine years in prison on January 8,2020.It was a year after Quanjian had been accused of organizing and leading a scheme that used false advertising to cheat thousands out of their savings by selling health products.After Quanjian scandal,the elderly victims of the health care products scam suffering from great financial losses and poor health condition has become the focus of discussion.The study selects news reports on health product fraud related to the elderly group from People's Daily,Senior Citizens Daily and The Paper as the research subject and 517 news articles ranging from January 1,2015 to December 31,2019 as the research samples.Under the theoretical framework of Frame Theory and Potter Box,the study adopts content analysis as research method to discuss media images of the elderly victims in three dimensions including general,diachronic and comparativeThe study finds that the three media construct media images of elderly victims who are older than the reality,appear as a group,lack of representation in terms of region and lose their professional roles.Then media also highlight a senior intellectual image who lose their judgment and an impoverished image fall into poverty because of the fraud.The elderly victims are shaped as the media image who not only has strong health anxieties and a lack of information and companion.They need intervention from the outside world because of their slow response to the fraud.Besides,they remain silent when their rights and interests are seriously violated Moreover,due to the lack of law knowledge and awareness of rights protection,the helpless elderly victims suffer from great loss of their rights and interests.From a comparative perspective,the group image constructed by three media are different from each other,considering that three media have differences in their nature of media and news framework.People's daily,as a Party press,tends to report the elderly victims as a group and creates a miserable and helpless image,so as to guide the public opinion and call for action from the society.Senior Citizens Daily,as a newspaper targeting elderly readers,shapes a more active and positive image,so as to provide a platform for exchange of views and spiritual home formation for the elderly.The Paper,as a new media platform,portrays a relatively vivid and multi-faceted image,providing readers with multiple interpretations and in-depth thinking of the news event.According to the view of diachronic,the media images of the elderly victim have gradually lost its objectivity.Besides,the aging,passive and silent image dominates.The stability of images is reflected in the following aspects:both genders are reflected;the occupations of the elderly before retirement are always missing;the image never seeing through the frauds is the main image.The changes of images are as follows:from 2017,the elderly aged 70 to 80 living in urban areas become one of the main images;from 2016,the elderly victims desperate for disease prevention and control become one of the main images;the elderly victims who do not defend their legal rights has become a main image;since 2017,the image of the elderly who have recovered their rights and interests has been highlighted,but the image of the elderly whose rights and interests have been damaged is still the main image.In addition,the reports can be divided into three stages,namely "brief presentation stage"(2015),"negative presentation stage"(2016-2017),and "policy advocacy stage"(2018-2019),which are respectively dominated by differentiated images,labeled images,and objective images. |
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