企业家是经济活动的重要主体，影响着企业经营情况。他们的媒介形象折射着社会营商环境，承载着国家形象。随着越来越多中国企业跻身世界前列，中国企业家也与日俱增地受到关注。党和国家领导人多次强调要大力弘扬企业家精神，发挥企业家的社会建设作用。大多数受众通过形式各样的媒介对企业家形象产生认知，了解外宣媒体中建构的中国企业家媒介形象是什么，中国企业家媒介形象又与主流西方文化建构的企业家媒介形象有何不同具有现实意义。本文依据框架理论和霍夫斯泰德的文化维度理论对《中国日报》和《纽约时报》在2007-2021年间30个构造周里408篇企业家报道所建构的中美企业家媒介形象进行了内容分析和话语分析，从文本视角研究中美两国主流媒体企业家媒介形象在词汇表达、主题选择和框架使用上的差异；从语境视角对报道的文化维度进行测量，研究权力距离、不确定性规避、阳刚气质与阴柔气质、个人主义与集体主义和长期导向与短期导向五个维度对企业家媒介形象建构产生的影响。研究发现，文本视角上《中国日报》的报道以“中国”和“公司”为核心构建企业家形象，《纽约时报》以“公司”为核心构建企业家形象；两家媒体通过15种不同的报道主题来塑造中美两国的企业家形象，框架使用上具有显著差异，都偏重运用事实和经济影响框架，但美媒框架使用更多元；文化维度测量分析发现，两家媒体在不确定性规避、长期导向和个人主义维度上存在显著差异。中国企业家媒介形象主要有“拥护政策的建设者”“国家声音的传播者”和“消费主义话语的构建者”；美国企业家媒介形象主要有“经济沉浮中的掌舵者”“不当行为的实施者”“经济逆风中的自救者”“政治上的摇摆者”“公共舞台上的表演者”和“物质符号的堆砌者”，此外，两家媒体都对“新生活方式的倡导者”企业家形象进行了塑造。研究对企业家报道提出了优化建议，在坚持政治导向的同时，主题选择上更多地从个人视角刻画企业家有人情味的一面，具体内容上要考虑不同社会受众的接受方式以及措辞上对企业家战略目光的适当表述。
Entrepreneurs are important subjects of economic activities and influence business operations. Their media image reflects the social business environment and carries the image of the country. With more and more Chinese enterprises among the top 500 in the world, Chinese entrepreneurs are receiving more media attention. Party and state leaders have emphasized the need to vigorously promote the entrepreneurial spirit and give play to the social construction role of entrepreneurs. As most audiences perceive the image of entrepreneurs through various media, it is relevant to understand how the media image of Chinese entrepreneurs is constructed in media and how it differs from the media image of entrepreneurs constructed in Western culture.This paper conducts a content analysis and critical discourse analysis of the media images of Chinese and American entrepreneurs constructed by 408 entrepreneurial stories in China Daily and The New York Times over 30 constructive weeks from 2007 to 2021, based on framing theory and Hofstede‘s cultural dimensions theory, to study the differences in the media images of entrepreneurs in mainstream media in China and the United States in terms of lexical expressions, thematic choices and use of frames from a textual perspective. The study measured the cultural dimensions of the reports from a contextual perspective and investigated the differences in the media images of entrepreneurs due to power distance, uncertainty avoidance, masculinity /femininity, individualism/collectivism, and long-term/short-term orientation.The study found that the textual perspective of China Daily‘s reportage was centered on "China" and "company" to construct the image of entrepreneurs, and NYT was centered on "company" to construct the image of entrepreneurs. The two media outlets use 15 different topics to shape the image of entrepreneurs in China and the U.S. They have significant differences in the use of frames, with both media outlets favoring fact and economic consequences frames, but the NYT using more diverse frames; cultural dimensions are significantly different in uncertainty avoidance, long-term orientation and individualism. The image of entrepreneurs constructed by China Daily is that of builders who go along with policies, transmitters of national voices and constructors of consumerist discourse; the image of entrepreneurs constructed by NYT is that of those at the helm of economic sinking, those in power who follow misconduct, those who save themselves from economic headwinds, those who flow in politics bandwagon, performers in the public arena and the enjoyer of consumerism. In addition, both media outlets portrayed entrepreneurs as advocates of new lifestyles.The study suggests optimizing the coverage of entrepreneurs by choosing topics that portray more of the human side of entrepreneurs, and by considering the acceptance of low-context societies and avoid aggressive strategic expression.
