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Framing Theory
‘News is a socially created product, not a reflection of an objective reality’ (shoemaker and reese,1991). Frame is the way through which content is generated. It is proved that different framing of the same content produce different audience understanding. Thus, framing is one of the most important aspects in news coverage. Entman (1991:7) pointed out that news frames are embodied in’ key words, metaphor, concepts, symbols and visual images emphasised in a news narrative’. In the case of reporting a certain country, three frames are salient in media’s coverage: the political frame, the ideological frame, and the economic frame. News frame is always inevitable and taken for granted, but it is crucial to news reporting since it determines what to focus and what to ignore.
Political frame
Political frames refer to the news frame of media mainly reflecting their own government’s political agenda and foreign policy. Previous studies provide evidence showing there were evident connections between the press and policies of government (chang,1988). The news frame appealed a common foe or friend tendency in narrative. For example, in the national day troop review held in 2009 in Beijing, the then president Hu Jintao delivered a speech containing the words’ great Chinese people live forever, and great Chinese communist party live forever’. However, when reported by the Guardian, only ‘great Chinese communist party live forever’ was presented in the news, and this sentence is over-emphasised and repeated with the intention to present how Chinese communist party ‘brainwash’ its people. Western media often put an equal sign to communist government with an aging, inept leadership. Another rule of narrative is less developing countries’ images were rarely positive. For comparing, China Daily, which is considered as the most important English press in China, published an article entitled ‘New York tourists stunned by lavish US campaign spending’ in 7th November. It indicates that Chinese press keep a relatively negative tone to election under the circumstance that China is still a socialism country where the president is being pointed instead of being elected.
Literature Review
A large number of previous studies have suggested that mass media plays a crucial role in guiding public opinion and framing events (Gamson and Modigliani, 1989). Meanwhile, mega events, such as Beijing Olympics, could not be framed within ideological and cultural contexts, and each host country is attempting to advertise the country through it. Olympic game is no longer a sports competition, but a representation of the role of a country in the international stage. Media reports produce national images by making a nation real and tangible in the process of providing numerous images and symbols. Basically, the audience, or outside individual picture the host country from what the media has provide.
