Research On The Framework And Communication Effect Of Mainstream Media’s Report On Hip Hop Culture

With the popularity of domestic hip-hop music variety shows,hip-hop culture is increasingly exerting influence among Chinese teenagers.The expression of "real" and"personality" in hip-hop culture provides a medium for the youth group to express themselves.However,with the spread of domestic hip hop craze,the negative elements of hip hop culture such as bloody violence also gradually emerged.In the face of the landmark events and social phenomena in the development process of hip hop culture,mainstream media have carried out active and extensive reports.As the "vane" of socialist core values,the mainstream media’s definition of hip-hop culture and the direction of its cultural development represent the true attitude of a national collective mainstream culture towards imported culture.Based on this background,this thesis,starting from the mainstream media’s news reports on hip hop culture,attempts to explore the current status of the mainstream media’s reporting practices on hip hop culture,and further explore its communication effect based on the understanding of the current status of the report.First of all,this thesis analyzes the media reports of People’s Daily and its communication matrix from 2017 to 2021 through content analysis and text analysis,and grasps the current practice of hip hop culture reports.The analysis of report content includes five categories:report quantity,report genre,information source,report tendency and report theme.The results show that the mainstream media’s coverage of hip hop culture in the past five years presents an ascending--descending--ascending trend in the traditional media platforms,and an increasing trend in the new media platforms.The report type is mainly news,lack of in-depth report;The content of the report is diverse,mainly focusing on the entertainment news of hip hop culture,the development status and the positive guidance of hip hop culture.The coverage tends to be positive.The analysis of news report text is mainly from three aspects:keywords,context and text emotion.The results show that the mainstream media covers a wide range of topic keywords in the new media platform,while the traditional media platform is relatively simple;New media platform reports pay more attention to the influence of culture on "people",reflecting the stance tendency of being close to life and the masses.The report text of traditional media channels and new media channels generally presents a positive tendency.Based on the above analysis,this thesis constructs two types of reporting frames of mainstream media on hip hop culture from the perspective of text meaning:event frame and issue frame,and on this basis,conducts experimental research on the communication effects of these two types of frames,and discusses the effects of different frames on the cognition,emotional attitude and behavioral intention of young people.Finally,it is concluded that:(1)the issue frame has a more significant cognitive effect on the audience than the event frame;(2)The influence of issue frame on audience’s emotional attitude is more significant than that of event frame;(3)The audience’s behavioral intention is affected by subjective behavior,which is not significant with the reporting framework.Finally,this thesis draws the following conclusions:First,hip-hop culture shows the tendency of commercialization under the mainstream vision;Second,the mainstream media wander between the event frame and the issue frame;Thirdly,the audience’s emotional attitude is more affected by the communication framework.The media is the watchtower of the society.While paying attention to the phenomenon of hip hop culture,the mainstream media also throws public issues related to hip hop culture to the public and triggers the public to think.According to the conclusion of this thesis,three suggestions are put forward for the mainstream media to report hip-hop culture:(1)The audience should be the center and the dissemination framework should be established.(2)Set up the agenda frame to promote emotional transmission;(3)The local culture is important,and the rational view of hip hop culture.