“媒介现实”中的广交会——基于人民网对101-114届广交会新闻报道标题的分析

"Media Reality" in Canton Fair——Analysis on Headlines of People's Daily Website for the 101-114 Canton Fair

中国进出口商品交易会(简称广交会),是中国历史最长、层次最高、规模最大的综合性国际盛会。政府支持、媒介传播使得广交会享有长久不衰的知名度。从媒介传播的角度研究广交会,对广交会的自身定位和市场营销具有重要的意义。通过收集人民网上关于第101-114届广交会的1 032条新闻报道标题,以内容分析法为主,从标题关键词、标题内容、标题语言特征等方面对报道标题进行分析,研究新闻媒介所建构出的信息环境中的广交会,即"媒介现实"中的广交会。研究发现:1人民网对广交会地位和形象的报道主要体现在:"中国第一展""外贸风向标""竞争大舞台""收获大满贯""内外贸窗口"等5个方面;2媒介对广交会的报道内容主要分为市场环境、政策支持、产品服务、广交会绩效、会展主承办方、采购商、参展商、相关产业影响等8个方面,其中对参展商、产品服务、广交会绩效和采购商的报道居多;3报道注重经济效益,多集中在广交会成交情况以及参展商参展成果的报道;4不同方面的报道标题音节跨度、标题结构、数字出现频率以及修辞手法的应用各有差异。总的来说,报道立场呈现正面性,报道内容不平衡;报道重点关注经济效益,议题外延有待挖掘;报道内容呈现主次之分,报道比例不协调。研究结果为我们透析大众媒介对重大事件的建构以及思考广交会未来发展和形象传播提供一定启示。

China Import and Export Commodities Fair,known as Canton Fair,is recognized as the largest and highest level of comprehensive international event with the longest history in China.This paper analyzes 1032 news media reports of the keywords、contents and linguistic features of headlines in People’s Daily Website between 101th and 114th Canton Fair by using the method of content analysis.It found out ：①the Canton Fair in the information environment constructed by the news media,which is also referred to the Canton Fair in the“media reality”.The conclusion is that the Canton Fair in the“media reality”can be summed up in five words：China＆#39;s first exhibition,＆quot;vane＆quot;of foreign trade,competition stage,fruitful harvest,domestic and foreign trade window;②the media coverage about Canton fair can be mainly divided into eight aspects：marketing environment,policy sup-ports,product service,performance benefits,organizers and host,buyers,exhibitors and impacts in related industries,during which exhibitors,product service,performance and benefits and buyers are the main contents of the media reports;③the media coverage about Canton Fair focuses on economic benefit embodied in the reports of deals of the Canton Fair and exhibitors results through Canton Fair;④the syllable length,structure,frequency of digital appearance and rhetoric of the headlines of the news re-ports are very different.In general,the contents of the report are diversified and the proportion is not coordinated.Position of the report is positive.The content is not balanced.The report focuses on the economic benefits,and the content ratio is not in bal-ance.The results of the study help us to understand how the media will construct big events.It＆#39;s helpful for implications for the future development of Canton Fair.