The Media Images Of Yuelu Academy In Hunan Daily

Focusing on reports on Yuelu Academy in Hunan Daily,published between October 1986 and February 2022,this dissertation explores the media images of Yuelu Academy during different periods through both content analysis and text analysis,tries to explain how the media images of Yuelu Academy was presented in different periods in the context of political,economic and cultural background.This research demonstrates that the images of Yuelu Academy in Hunan Daily is not static,it was still at the marginal of the narrative in the 20th century and has entered the mainstream narrative since the turn off the 21st century.From 1986 to 2000,Hunan Daily was influenced by the idea of economic construction as the mainstream at that time,and a small number of reports focusing on Yuelu Academy,and reported it as a subsidiary issue to the macroscopical social issues,showing the characteristics of unfocused coverage issues and fragmented coverage orientation.Yuelu Academy became “a thousand-year-old academy in the marginal narrative”.From 2001 to 2012,Hunan Daily deeply excavated and utilized the Hunan cultural resources of Yuelu Academy,and shaped Yuelu Academy into a “dazzling coordinate of Hunan culture” by presenting it as the symbol of Hunan culture,the exchange center of Hunan culture and the city’s cultural tourism card.This is inseparable from the political and social context in which the country advocated socialist cultural construction and Changsha vigorously promoted the strategy of a large cultural province.From 2013 to 2019,Yuelu Academy in Hunan Daily carried out a series of cultural and educational activities,promoting the revitalization of national education and the revitalization of academies,setting a typical example for the revival of traditional Chinese culture,and actively practicing the cultural role of a thousand-year-old academy,which is “the academy of traditional culture revival”.This is because since the 18th Party Congress,the revival of traditional culture has been highly valued by the Party Central Committee with Comrade Xi Jinping as the core,and Yuelu Academy,which was the dazzling coordinates of Hunan culture in the previous period,has become the main force of cultural revival in this period.Since 2020,Hunan Daily has been actively responding to the important speech of“Yuelu Academy is the source of the Party’s ideological line of seeking truth from facts” made by General Secretary Xi during his visit to Yuelu Academy,excavating,utilizing and spreading the red cultural resources of Yuelu Academy,telling the red story of Yuelu Academy,and polishing the red cultural card of Yuelu Academy more and more.In addition,it has built up the image of Yuelu Academy as a “red culture dissemination position”.It should be noted that the images of Yuelu Academy in Hunan Daily at different times generally shows the above-mentioned variations,but there are also overlapping and crossover situations.In general,however,the images of Yuelu Academy in Hunan Daily presents different qualities at different times,and is closely related to the political,social and cultural contexts of the time,embedded in the urban development plan and social environment of Changsha.