日本媒体建构的Z世代媒介形象初探——以诠释包裹理论为分析路径

On the Media Image of Generation Z Constructed by Japanese Media:under the approach of interpretive package

本文立足诠释包裹理论框架,采用质性话语分析的手法分析了《读卖新闻》《朝日新闻》和《日本经济新闻》所建构的Z世代媒介形象及其建构特色。分析发现,上述报纸将Z世代建构为“关心社会问题”“年少有为”“亲近互联网”“崭新价值观”和“消费生力军”共5种形象。在论述特色上,呈现出“多元化多角度刻画”“客观性权威性佐证”和“正面典型突出塑造”的特点。在此基础上,探讨了中国媒体在进行Z世代及青少年宣传教育方面能获得的启示。

Based on the Interpretive Package theory and by means of qualitative discourse analysis,this paper analyzes the media images of Generation Z constructed by Japanese media Yomiuri Shimbun,Asahi Shimbun and Nikkei Shimbun with their construction features and finds that these newspapers constructed Generation Z into five images,they are“Concerned about social issues”,“Young and competent”,“Close to the Internet”,“New values”and“New consumer force”.The characteristics presented in the reports are as follows:“Diversified and multi-angle description”,“Objective and authoritative evidence”and“Positive and typical molding”.