框架理论下《温州日报》的“浙BA”新闻报道内容分析

Content Analysis of “ZheBA” News Reporting in “Wenzhou Daily” under the Framing Theory

摘要: 本文以框架理论为基石，选取《温州日报》2025年7月~2026年1月期间的97篇“浙BA”相关报道为研究样本，从低、中、高三个层次解析其报道框架特征。研究发现，低层次报道以名词、动词为主构建标题，文本场景固定；中层次以消息体裁为主，图式结构聚焦主要事件与结果影响；高层次以正面和中立主题为主，类型分布不均衡。同时，报道存在内容冗杂、图片泛化、舆论监督缺失等问题。基于此，本文提出创新表达形式、深化关联要素挖掘、拓展多元价值导向的优化策略，以期为地方主流媒体体育赛事报道的框架建构提供参考，助力赛事传播实现从“信息传递”到“价值导向建构”的升级。

Abstract: This study employs framing theory as the core analytical tool, selecting 97 “ZheBA” related reports from the Wenzhou Daily between July 2025 and January 2026 as the research sample. It analyzes the reporting frameworks at three levels-low, medium, and high. Findings reveal that low-level reports primarily use nouns and verbs to construct headlines, with fixed textual scenarios; medium-level reports dominate the news genre, featuring schematic structures focused on key events and their impacts; high-level reports are predominantly positive and neutral in theme, with uneven type distribution. Additionally, issues such as redundant content, generalized imagery, and a lack of public oversight were identified. Based on these findings, the study proposes optimization strategies including innovative expression formats, deepened exploration of relational elements, and diversified value-oriented approaches. These aim to provide reference for the framing construction of sports event coverage in local mainstream media, facilitating the transition from “information delivery” to “construction of value orientation” in event communication.