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进入社会主义新时代以来，习近平总书记强调中国应该加大力度培养文化自信，高度重视我国非物质文化遗产的保护与传播。非物质文化遗产是中华传统文化的重要组成部分，是中华文明可持续发展的不竭动力。对非物质文化遗产的媒介形象进行研究和分析，可以由点到面，推进我们深入理解和认知社会对非物质文化遗产的态度。也可以推动媒体引导公众建立和提升文化自信。目前学者对非物质文化遗产的研究主要集中在非物质文化遗产的传承与保护、传播、产业化等方面，关于非遗的媒介形象研究较为欠缺。

本文将泽州铁器作为研究对象，就媒体对泽州铁器的675篇报道进行分析。将报道年份分为2015-2019与2019-2021两个阶段，运用媒介形象建构理论和框架理论分析泽州铁器在不同阶段呈现的媒介形象。在主题框架方面，报道数量逐年增长；报道主题早期以泽州铁器相关的冶铁文化为主，后期以产业报道为主；报道体裁由新闻向通讯、新闻副刊转变；报道篇幅向精简发展；新闻来源由官方向民间转移，报道立场逐渐倾向正面。在内容框架，泽州铁器从初入非遗到走向全国。表达框架方面，泽州铁器从传统的文化习俗转变为创新发展的文化产业。整体形象的刻画为从有待完善的非遗到趋向商业化的泽州铁器。

媒体在对泽州铁器的报道中还存在报道广度不足、报道内容失实和商业化倾向、报道力度不足等问题。媒体工作者应该加强对报道主题的开发和扩展，完善行业内部非遗的相关规则和制度，加强对媒体工作者的新闻专业主义教育，增加对泽州铁器的深度报道以及增强与传承人的互动，激发传承人动力。

Since entering the new socialist era, General Secretary Xi Jinping has stressed that China should intensify its efforts to cultivate cultural confidence and attach great importance to the protection and dissemination of China's intangible cultural heritage.Intangible cultural heritage is an important part of traditional Chinese culture and an inexhaustible driving force for the sustainable development of Chinese civilization.The research and analysis of the media image of intangible cultural heritage can promote our deep understanding and cognition of the society's attitude towards intangible cultural heritage from point to surface.It can also encourage the media to guide the public to build up and enhance their cultural confidence.At present, scholars' research on intangible cultural heritage mainly focuses on the inheritance, protection, dissemination and industrialization of intangible cultural heritage, and the media image research on intangible cultural heritage is relatively lacking.

In this paper, 675 reports have been analyzed.The reporting year is divided into two stages:2015-2019 and 2019-2021, using the media image presented by the media image construction theory and framework theory.In terms of theme framework, the number of reports increased year by year; the early period was the iron smelting culture, and the industry changed from news to communication and news supplement; the reporting length developed to streamlining; the news sources shifted from official to folk, and the reporting position became positive.In the content framework, Zezhou iron ware from the initial intangible cultural heritage to the whole country.In terms of expression framework, Zezhou Iron ware has changed from traditional cultural customs to innovative and developed cultural industry.The overall image is depicted from the intangible cultural heritage to be perfected to the commercialized Zezhou iron ware.

Media in the coverage of jersey iron lack of coverage, inaccurate content and commercialization tendency, reporting strength, media workers should strengthen the theme development and expansion, improve the industry internal intangible rules and system, strengthen the media workers news professional education, increase the depth of jersey iron reports and enhance the interaction with inheritance, inspire inheritance power.