关键词: 高考, 媒体, 形象, 《人民日报》, 《扬子晚报》

Abstract: Under the influence of a series of social factors,college entrance examination has its unique media images. Through analyses of reports on college entrance examination in 2015 from People's Daily, a representative of party newspapers, and Yangt-ze Evening Post, a representative of metropolitan newspapers, we find there exist significant differences between the two newspapers in tiiming of reports, types of reports, select of topics, and in attitudes taken, etc. To improve the media reporting on college entrance examination and to upgrade the dissemination image of college entrance examination,we need to better cooperate with the media for positive effects and better timing of media report, and to strengthen the ability of education examination institutes to do their propagation work. What deserves our concern is that the current negative reports on college entrance examination are mainly about such aspects as uneven distribution of middle school educational resources, solidification of social stratification,employment difficulty caused by mismatch of economic-talent structure,etc. apart from the system itself. To fully improve and promote the media image of college entrance examination, a series of social and economic reforms must be carried out such as the reform of enrollment system in college entrance examination, so that the college entrance examination can better function as a channel for talent selecting and citizen quality promotion.

Key words: college entrance examination, media, image, People's Daily, Yangtze Evening Post