中央主流媒体报道中的西藏媒介形象研究——基于总台央视财经频道对西藏报道的分析

On Tibet'sMedia Image in Central Mainstream Media Reports-Based on an analysis of the reports of Tibet by CCTV Financial Channel

近年来,在国家的政策帮扶和全国各地的支持下,西藏完成了脱贫攻坚事业,经济社会发展取得全方位进步。西藏媒介形象作为区域软实力的重要体现,对区域各项事业的可持续发展具有促进作用,中央主流媒体因其权威性、影响力成为构建西藏媒介形象的主要力量,直接影响着公众对西藏的整体印象与综合评价。文章以总台央视财经频道对西藏的新闻报道作为样本进行聚类分析,从中提炼出西藏在主流电视媒体经济报道中的媒介形象。研究发现,总台央视财经频道中的西藏报道量呈现出增多的趋势,其中,自然、经济、文化是构建西藏媒介形象的重点议题,这些报道传递出西藏经济社会发展的变化,构建出西藏经济发展进入新阶段的形象,即自然风光优美、经济不断进步、具有特色民族文化的魅力西藏形象。不过与西藏的实际发展现状相比,其媒介形象尚未脱离自然条件欠佳、公共安全事件频发、经济相对落后等刻板印象。通过对这些现象及其背后的动因进行剖析,文章对新时代背景下西藏媒介形象建构的策略展开探讨,并提出建议。

In recent years,with the help of national policies and the support of all parts of the country,Tibet has completed its cause of poverty alleviation and made all-round progress in economic and social development.As an important reflection of regional soft power,Tibet's image in media can promote the sustainable development of various undertakings in the region.Because of its authority and influence,the central mainstream media has be⁃come the main force in building Tibet's media image,which directly affects the overall impression and compre⁃hensive evaluation of Tibet by the public.This article takes the news reports of Tibet by CCTV Financial Chan⁃nel as a sample for cluster analysis to extract the media image of Tibet in the economic reports of mainstream TV media.The results show that the numbers of reports on Tibet in CCTV Financial Channel shows an increasing trend,and nature,economy and culture are the key topics of the reports,which convey the changes of Tibet's eco⁃nomic and social development and build Tibet's image of its economic development in a new stage,specifically,the image of Tibet with beautiful natural scenery,continuous economic progress and unique ethnic culture.How⁃ever,compared with the actual development of Tibet,its media image has not been divorced from the stereotypes of poor natural conditions,frequent incidents of public security and relatively backward economy.Through the analysis of these phenomena and the reasons behind them,the article discusses the strategies of Tibet's image building of in media in the new era,and puts forward some suggestions.