高考的媒体形象研究——基于《人民日报》和《扬子晚报》的比较

Comments on Media Images of the College Entrance Examination——A Comparison Between People's Dailyand Yangtze Evening Post

高考在一系列社会背景因素作用下,呈现出独特的媒体形象。借助以《人民日报》和《扬子晚报》为代表的党报和都市报在2015年期间关于高考的报道分析可以发现,二者在报道时间、报道类型、议题类型及报道倾向等方面具有显著的差异性。为进一步改进高考媒体报道工作,提升高考传播形象,应该加强与媒体的互动,做好宣传媒体、时机选择,同时,还要加强考试机构宣传能力建设。当然,必须注意的是,当前关于高考的负面形象报道,除去高校招生、生源分配等高考制度本身的因素外,更多地集中于中学教育资源分配不均、社会阶层固化、经济结构—人才结构不匹配所造成的就业难等方面。因此,高考媒体形象改善是一项系统工程。

Under the influence of a series of social factors,college entrance examination has its unique media images. Through analyses of reports on college entrance examination in 2015 from People＇s Daily,a representative of party newspapers,and Yangt-ze Evening Post,a representative of metropolitan newspapers,we find there exist significant differences between the two newspapers in timing of reports,types of reports,select of topics,and in attitudes taken,etc. To improve the media reporting on college entrance examination and to upgrade the dissemination image of college entrance examination,we need to better cooperate with the media for positive effects and better timing of media report,and to strengthen the ability of education examination institutes to do their propagation work. What deserves our concern is that the current negative reports on college entrance examination are mainly about such aspects as uneven distribution of middle school educational resources,solidification of social stratification,employment difficulty caused by mismatch of economic-talent structure,etc. apart from the system itself. To fully improve and promote the media image of college entrance examination,a series of social and economic reforms must be carried out such as the reform of enrollment system in college entrance examination,so that the college entrance examination can better function as a channel for talent selecting and citizen quality promotion.