Media Image Construction Of "New Cantonese Merchants" Based On Frame Theory

“New Cantonese merchants” refers to the private entrepreneurs and individual private entrepreneurs who are native of Guangdong,or who have invested in Guangdong and started businesses,and have made significant contributions to the economy of Guangdong since the reform and opening up.The new Cantonese merchants is an important topic for media coverage,but there are very few academic studies in the Journalism realm.The purpose of this study is to combine the traditional Cantonese merchants and New Cantonese merchants,the media and the new Cantonese merchants,as well as communication theory and news facts,highlighting that the media should assume the primary responsibility for the construction and dissemination of the image of the new Cantonese merchants.This will not only help New Cantonese merchants to better develop themselves,but also provide reference for news producers.This paper,taking the report of the new Cantonese merchants in the China Mainland Press for 2008-2017 as a sample,introduces the framework theory,combines content analysis method and discourse analysis method.This article examines the sources,themes,rhetoric and narrative of news texts,so as to explore the media image and construction framework of new Cantonese Merchants.The research shows that different media reported that the viewing framework for new Cantonese merchants is different: the central media focus on the cooperative development and social activities of them;the media in the province focus on the transformation and upgrading,the cultural inheritance of them;the outside media focus on the opening and releasing cooperation and the development of them.On the narrative framework,the new Cantonese Merchants' image built by the mainland press is as follows:the image of responsible businessmen who are willing to contribute to society,pragmatic and steady,hard-working and able to bear hardships;the image of cooperative businessmen who are good at cooperating,outstanding,open and compatible;the image of innovative businessmen who are flexible,innovative,capable,forward-looking and dare to be first.But they also have shortsights such as shortsightedness,being satisfied with the existing state of affairs and reluctant to move forward.Based on the analysis results,this paper explores the influencing factors of the new Cantonese merchants reporting framework from three aspects(news sources,news media autonomy,journalist ideology).Finally,based on the characteristics of brand communication,this paper puts forward three suggestions: the formation of reports,the selection of civilian reporting strategies,and the focus on women's new Cantonese businessmen,etc.