“富二代”媒体形象的呈现与思考

主流大众媒体对于"富二代"的报道呈现以下特征:报道体裁方面,注重新闻报道;报道基调上,负面新闻超过半数,且存在"标题党"现象;报道内容方面,炫富、绯闻、违法事件居多;报道主体特征方面,多为高学历低年龄的男性。作为大众媒体,其所构建的拟态环境对公众对于"富二代"群体形象负面认知的形成具有重要影响。媒体由于受到消费浪潮的影响,而乐于通过塑造"富二代"纨绔子弟的形象来迎合受众、吸引眼球,制造了大量有明显倾向性的报道,但也有许多新闻工作者对这种片面化的报道方式进行了反思。一方面,媒体报道应当实事求是,并平衡正负面报道,做到事实客观与整体客观并存,不做"标题党";另一方面,"富二代"也应当严以自律,增强社会责任感以提升自己的公众形象。

An Exploration on the Presentstion and Promotion of the Media Image of China's Rich Second Generation

In this paper, the authors select 100 reports from China＇s 10 mainstream newspapers in 2011 on rich second generation and make a content analysis. The study found that the media＇s presentation on China＇s rich second generation showed the following characteristics： most of the reports are news; the negative news are more than half, and there is a ＂title party＇ phenomenon; dazzle rich, gossip, illegal events are in the majority; most of the subjects are highly educated young men. As mainstream newspapers, the construction of pseudo- environment has an important influence on the negative image of rich second generation. Due to the influence of consumption wave, in order to attract public eye, the media created a large number of reports shaping the extravagant life style of the rich second generation, hut there are also many journalists make an introspection on this one-sided reports. Finally, this paper puts forward the suggestions that the media reports should be realistic, balance their negative and positive reports and not be ＂title party＂. The rich second generation should also enhance the sense of social responsibility in order to improve their public image.