Research On Guizhou Mainstream Media’s Construction Of "Gui Manchants" Media Image

Gui merchants,also known as "Qian merchants",existed in ancient times.During the Ming and Qing Dynasties,commercial gangs emerged in China,forming a pattern of ten commercial gangs,Among them,The most successful are represented by Hui merchants and Jin merchants.During this period,a real merchant gang appeared in Guizhou.Hua Zhihong became rich with the salt industry.After that,he founded the mechanical paper mill and the Wentong Publishing House,expanded the Moutai distillery,and supported the Revolution of 1911.The way of trafficking to break the firm into Hong Kong.These sage representatives of Gui merchants have laid the foundation for Guizhou’s business and trade.However,due to the backwardness of the overall economy and the barriers of geographical transportation,Gui merchants will eventually find it difficult to become an effective group leading the economy of one party.Until the deepening of reform and opening up,the social status of businessmen has been greatly improved,and the commercial economy has become an important indicator for measuring the economic development of various provinces and cities.At present,the economic strength of Guizhou Province is constantly increasing.There are more than 300 Guizhou Chambers of Commerce and hundreds of thousands of enterprises.A group of outstanding entrepreneurs such as Ren Zhengfei,Tao Huabi,Liu Xiaosong,Jiang Wei have emerged as Gui merchants representatives.Able to rise in the world,the country and the local area,and once again enter the public’s attention.For the construction of Gui merchants image,it cannot be derived from historical documents alone,but must also be combined with the actual situation of its development to adopt a new research perspective.Therefore,it is necessary to transfer the historical research perspective of Gui merchants to multi-disciplinary fields,such as communication,to better explore the specific construction of Gui merchants image and related issues in today ’ s mediaized society,which can enrich Gui merchants to a certain extent.The research theories and practical results of the business community have very practical significance for economic and social development.From the perspective of communication,this article aims to explore the linkage relationship between the media,society and the economy through the analysis of the media image of Gui merchants.The study selected the "Guizhou Daily" news reports about Gui merchants as the target sample,and based on the annual time of Gui merchants development conference(forum),the sample selection range was determined from October 2014 to July 2020,and a total of relevant information was obtained.A sample of 304 valid news reports from the company.Based on the combination of quantitative and qualitative research methods,this article explores the situation of Guizhou’s mainstream media "Guizhou Daily" building Gui merchants image.The content analysis determines the category construction standards of 8dimensions,including report time and quantity,layout location,report length,genre analysis,report object,manuscript source,report theme,and report standpoint to analyze Gui merchants media image;Second,Through the discourse analysis of media reports,the micro-text language used by the media to construct the image of Gui merchants is investigated.Combined with the overall analysis of Gui merchants media image constructed in the report,summarize the characteristics,types and causes of Gui merchants media image construction presented in the report.Finally,by analyzing the deficiencies of the media in constructing Gui merchants image,give a certain operability strategy.Through the research on the image of Gui merchants that the "Guizhou Daily" is working hard to build,it is concluded that:On the whole,the image of Gui merchants constructed by the "Guizhou Daily" is consistent with the connotation of the image of Gui merchants proposed by the Guizhou Provincial Government and the Guizhou Chamber of Commerce,and it has also been enriched and developed in the dissemination.But from the perspective of in-depth media image construction of Gui merchants,the mainstream media in the province is still in the preliminary stage of constructing Gui merchants’ image,There are still shortcomings,For example,there are few reports on the main body of the complete concept of Gui merchants,and the attention is not high;Reports on Gui merchants issues are not normalized enough,and the content is insufficiently explored;Gui merchants’ image report is relatively one-sided,and the overall report is not complete enough;Reporting sources tend to be single,and reporting perspectives are not diversified enough;News discourse is relatively serious and dull,and the personal characteristics of Gui merchants’ image are not prominent enough,etc.Proposed to increase media coverage and enhance the social influence of Gui merchants’ image;Change the content and perspective of news reports,and fully tell Gui merchants stories;Position Gui merchants image reasonably and build a panorama of Gui merchants image;Increase corporate sources of information and train in-depth observers and commentators;Adopt a civilian discourse system to strengthen the personal characteristics of Gui merchants’ image.