Analysis of values reflected in "People's Daily Online" from 2020 to 2022

In this study, the object is the official website "People's Daily Online," and the subject is the values represented in the materials published on this site from 2020 to 2022. When examining the values in "People's Daily Online," we identify the following key values from contemporary Chinese values: "patriotism" and "collectivism," which prioritize the interests of the state and the collective; the spirit of "selfless service"; "friendliness" as a combination of "respect, tolerance, accommodation, care, and mutual assistance"; "diligence and frugality" as family values; professional values based on "devotion to work" and aligned with the demands of the times (in this study, we use the term "people pursuing their dreams," proposed by President Xi Jinping, to denote professional values). Ideas that contradict these core values include "selfishness," "malice," "laziness," "greed," etc. The study of values and value conflicts in "People's Daily Online" (2020-2022) involved collecting and classifying materials, identifying keywords using Anaconda, conducting a quantitative analysis of term frequency and co-occurrence, as well as a qualitative analysis of articles to determine their value orientations. The scientific novelty of this study lies in a comprehensive analysis of values reflected in leading Chinese media, using the example of "People's Daily Online" from 2020 to 2022. The research holds significant political and social importance as it contributes to a deeper understanding of the value orientations of the Chinese government and its information dissemination strategies. It reveals the mechanisms through which media shape public opinion and social identity. From an academic perspective, the study enriches media and communication theory, especially in the context of its application outside the North American environment. An international perspective can serve as a guide for other countries, helping them better understand and effectively address the challenges of information dissemination and value competition in the era of globalization. The findings of the study show that "People's Daily Online" actively fulfills the role of a leading media outlet in shaping a favorable ideological atmosphere within a socialist framework.

People's Daily Online, Values, Official media, Social values, Patriotism, Collectivism, Hard work, Selfishness, Cultural dissemination, Mainstream media