框架理论视域下主流媒体对三孩政策建构的差异性分析

The Difference Analysis of Mainstream Media in the Construction of Three-child Policy from the Frame Theory View

聚焦不同类型纸媒对三孩政策议题建构的特征,可以归纳出媒体在政策动员和舆论引导中的特点和规律,促进重大主题宣传报道影响力和引导力的提升。文章以《人民日报》《中国妇女报》和《南方都市报》分别作为党报、行业报、市场报的代表,在框架理论的指导下,对三家媒体共158篇报道进行了内容分析。研究结果发现,在报道数量方面,行业报对三孩政策的关注度最高,其次是都市报,作为综合性的国家大报,党报聚焦这一人口议题的版面资源相对有限。在报道内容方面,三家媒体均倚重官方信源,着重从政策传达与动员的视角展开报道,但在立足民众视角反映民众诉求的问题上有所欠缺。同时,不同媒体在报道角度上也有所差异。《人民日报》侧重于立足官方视角,重视舆论引导;《中国妇女报》侧重于立足女性视角,平衡政策宣传与女性权益保护两大议题;《南方都市报》则关注政策的溢出效应,兼具平民化和市场化特点。

This paper selects People's Daily,China Women's News and the Southern Metropolis Daily as the representative of the Party’s newspaper,Industrial newspaper and Metropolis newspaper respectively.Under the guidance of the frame theory,the content analysis method is used to summarize the characteristics of different media’s coverage on the three-child policy.The findings are as follows:In terms of the number of coverage,China Women's News pays the highest attention to the three-child policy,followed by Southern Metropolis Daily and People's Daily.As for the subject of coverage,all of the three media heavily rely on official sources to introduce the facts and lay emphasis on policy communication and social mobilization,but pay less attention to people's demands and appeals.Meanwhile,different media also have different focuses.Based on the official viewpoints,People's Daily attaches more importance to the guidance of public opinion,the topics of"expert advice"and"public opinion supervision"hold an important place in the newspaper,and this media is good at using the"suggestion frame"to call for the improvement the supporting measures of fertility policy.Based on women's perspective,China Women's News aims to balance the policy transmission and defend the rights and interests of women.This media is skillful to use the"story frame"to advocate those opinion of child rearing by parents and gender equality.Southern Metropolis Daily pays close attention to the spillover effect of three-child policy,which is full of civilian and market-oriented feature and characterized by employing the"consequence frame"to explain the impact of the three-child policy on the real estate,social security,medical and other markets.