| Commercial media and central-level party media,as two important types of media,influence the public’s perception and understanding of news events,yet with the changes in media technology,the discourse power of different types of media has changed.The central-level party media occupies an important position in people’s information life,and its influence and discourse are always in a dominant position.In the era of commercial economy,chasing traffic and maximizing profits are also an important part of media development,and the commercial attributes of commercial media are highlighted.Although the public still attaches importance to the voice of the central-level party media,the rapid development of commercial media also makes the central-level party media make adjustments and changes in certain aspects.Therefore,this study selects 21 central-level party media and 22 national commercial media,using People’s Daily and Xinhua News as representatives of central-level party media and Southern Metropolis Daily and Xinjing News as representatives of commercial media,and selects a sample of 387 reports on college students from January 2017 to December 2021 in the past five years,and analyzes them through content analysis method and interpretive text The media frames of central-level party media and commercial media on the image of contemporary college students are analyzed by content analysis method and interpretive textual analysis method,focusing on the frames of college students’ behavioral attributes,attribution frames,value appeal frames,and frame expressions constructed by both,and the differences and similarities between them are analyzed by adopting a comparative perspective.In the news reports of this study media,the frames of typical college students’ behavioral attributes constructed are mainly illegal behavior,love of study,self-sacrifice and poor health.There are commonalities and differences between the party media and the commercial media in constructing the framework of college students’ behavioral attributes.The tendency of using media and college students as the main frame providers is common to both party media and commercial media,because any frame is influenced by the credibility of the frame;on the other hand,from the narrative perspective,the internal perspective strengthens the intimacy and enhances the sense of reality.In addition,when constructing the framework of college students’ behavioral attributes,the party media pay more attention to the positive leading role to meet the government’s demands and establish positive examples.The commercial media,on the other hand,will consider more factors such as traffic flow and topic sensitivity in order to attract more readers,and rarely consider whether the image of college students is fair and objective enough.Therefore,we believe that the party media should guide college students’ self-reflection rather than just positive propaganda when constructing the framework of college students’ behavioral attributes;while the commercial media,although subject to the influence of media attributes and economy,should not neglect their social responsibility as news media and should not just chase traffic and profit.Both party media and commercial media have great similarity in the way of attribution,which also breaks our inherent perception.When central-level party media and commercial media attribute the behavioral attributes of college students,there are three commonalities: first,both party media and commercial media focus on analyzing the reasons and motives for the occurrence of college students’ behaviors from the perspective of college students themselves;second,both party media and commercial media rarely correlate college students’ own behaviors with family factors;third,for Thirdly,the party media and commercial media do not attribute responsibility to the more sensitive social topics such as "lost contact" and "death".Thus,we believe that party media and commercial media lack in-depth analysis from the perspectives of family,school and society when making attribution of responsibility for college students’ behaviors,which is lacking in both news reports.Likewise,there are differences in their attribution approaches,mainly in 2 aspects:First,when it comes to negative behaviors of college students,party media tend to attribute to school and society in their news reports,while commercial media tend to attribute to individuals.This is because the party media narrates events and analyzes problems from a more macroscopic perspective,while the commercial media,due to their status and attributes,cause a lack of discourse and a lack of social functions of the media;secondly,when it comes to positive behaviors of college students,the party media tends to make multiple attributions,while the commercial media tends not to make attributions.This is because the party media can reflect its professionalism and discourse power by conducting in-depth reports on news events and digging into the cause-and-effect relationship of the events,and the mechanism of reasons for the occurrence of college students’ behaviors is complex and diverse,and it is against the principle of impartiality and objectivity of the news media if the news events are interpreted by only one cause analysis.In constructing the value appeal framework of college students,the value appeal framework of party media and commercial media mainly contains 2 aspects;one is socialist core values and the other is traditional values.The 4 value frameworks that appear most frequently are: rule of law,rationality,friendliness and diligence.The media promote these four values mainly for the following four reasons: first,the rule of law to promote the concept of governance by the rule of law;second,the use of reason to export the value of resolving disputes and stopping strife;third,friendly to convey the methodology of dealing with people;fourth,diligent to establish the ideal of overcoming difficulties.In addition,there are commonalities and personalities in the value appeal framework of the party media and commercial media.The commonality is that the two media have the same main value appeal framework,which is determined by the media warning function and the characteristics of the college students group;while the difference is that the value appeal framework is biased differently,the value appeal framework of the party media is biased towards the socialist core values,while the value appeal framework of the commercial media is biased towards the traditional values.Accordingly,we believe that the media hope to create an image of college students who are rational and abide by the concept of rule of law through news reports.At the level of media image of college students,there are differences between the party media and commercial media: First,the structural metaphors in the headlines of the party media are generally positive and positive metaphors,while the headlines of the commercial media have not only positive metaphors but also metaphors with neutral feelings.Second,the differences between the slogans in the news reports of the party media and the commercial media are mainly reflected in three aspects: type,content and language;and in the headlines of the party media,"police," "court,""missing The occurrence of high frequency words such as "police","court","missing","exposure" and "notification" in the headlines of the party media shows that there is an imbalance in the choice of topics reported by the party media on college students,with a preference for negative topics,especially illegal acts;while the commercial media In the news headlines,"girl","girl","man","boy","lost","suicide","suicide","suicide","suicide","suicide","suicide","suicide","suicide","suicide","suicide".The appearance of high-frequency words such as "lost" and "suicide" in the headlines of commercial media shows that commercial media tend to label college students with identity and behavioral characteristics,which tends to cause stigmatization in news reports.Thirdly,the visual image of university students in the news reports of party media is characterized as real,clear and detailed,and the construction of the external image of university students is mostly shown directly from the front;while the visual image of university students in the news reports of commercial media is characterized as civilian,and the construction of the external image of university students is mostly relied on the side shots. |
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