| In order to further play the leading role of the brand,enhance the popularity,reputation and influence of Inner Mongolia,to promote the resumption of economy,consumption capacity and tourism market in the post-epidemic era,Inner Mongolia Autonomous Region launched the “Falling in Love with Inner Mongolia” publicity campaign in May 2020.All levels of media in the autonomous region actively cooperate to form a strong communication matrix of “Falling in Love with Inner Mongolia”.Inner Mongolia Daily,as the mainstream media of Inner Mongolia Autonomous Region,played an important role in this event.It integrated its various media platforms to report on "Love Inner Mongolia" in an all-round and multi-level way.Therefore,in this paper,the Inner Mongolia daily(Chinese version)report“Falling in Love with Inner Mongolia” as the object,selecting 424 sample data in May 2020 to June 2021,using the content analysis method from the number,issues,forms,methods and sources to analyze its news framework features.In addition,five typical reports are selected to conduct case studies from the perspective of text,and study their news titles,language styles and rhetorical features.Through the sample content analysis conclude that the Inner Mongolia daily “Falling in Love with Inner Mongolia” feature in the national policy,regional resources,media environment,mainstream media properties and advantages of the audience oriented requirements under the present platform is diverse,the spread of content distinct themes,rich innovative forms,positive attitude and original degree higher features.But at the same time,its lack of linkage mechanism,single attitude tendency,lack of interactive feedback and other problems are exposed.Therefore,mainstream media should always practice "people-oriented" in the process of regional brand publicity and reporting,enhance news affinity,deepen the reporting strategy of integrating media reports and improving regional image in the post-epidemic era. |
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