Framing Analysis of the China Media Coverage of Foreign Brands Negative Information: Reflection of National Interest and Self-consciousness

摘要

Local brand prejudice is a significant and widespread proposition in China. Chinese media play the part of highlighting the local brand quality crisis or activating the local brand bias deliberately or accidentally. This study takes the Chongqing Wal-mart food safety event reported by Chinese media as an example. It makes the text analysis with frame theory on the media frame, subject discourse-power and agenda setting. And it reveals the deficiency of national interest standard and self-consciousness of Chinese media when they reported the negative event of foreign brand. It confirms the framing effect of local brand prejudice formed by Chinese media.