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Language is a kind of expression rule of abstract system， and the colloquialism or text formed by the application of language system to speak or write in a certain context is called “discourse”. While the discourse of mass media is the expression way communicated via mass media， the discourse of public news focuses more on the information communication about the process of things happened， which shows strong property of organization in communication.
The Language and Sign Construction of Media
The word “media” derives from Latin etymology “medium”， which means “intermediate”. Media refers to the communicating channel of significance between the audience and outside world and the visual and oral construction of media builds the reality it describes， which is related to semiology， that is， how to bring social effects through different languages and signs， such us colors， gestures， pictures， fashions and vocabularies， etc.
The bidirectional arrow in this model of Semiologist Pierce stresses that， only when the single factor is connected with other two factors， can it be understood. The signs refer to some certain things or events but themselves and are understood by objects， which can have an effect called interpretation on the psychology of objects. No matter the speaker or the audience， the writer or the reader， and the reporter or the audience， are the users of signs. And the interpretation is a psychological concept of sign users， by which activity and creativity are owned by both communicator and receiver （John Fisker，1995）.
Any factor is the communicating carrier of a trinity. It apples news， a typical sign and the unique form （signifiers， i.e. signs） to integrate with the content of the recent and current events（the signified， i.e. interpretation）， through the combination of the value evaluations of communicators such as their feelings， attitudes and suggestions to reality， which is then passed to the audience（i.e. object）. As the thought of Pierce， signs stand for some certain things or events to every object under some certain situations or conditions. That is to say， it is to create the same sign or a more delicate sign in the mind of objects. The sign created by objects can be called as the interpretation of the original sign， and the thing or event the sign stands for， is the signified one.
In the newspapers and periodicals， what kind of forms should be adopted to report news？ What is the size of title？ Should it be stressed or weakened？ Details like the arrangement of pictures and charts， their sizes and pages， the forms and styles of reporting writing， people citing the source and the role of organizations， etc.， are the signs presented by newspapers and periodicals. The intention of news organizations to code with these signs， is that the reader could decode the meaning of signs. However， though the social environment of readers and the environment assumed by news organizations share similarities， there still exists some differences or even some distinct differences between them. Readers may not be able to accept all the news realities constructed by news signs； they should not totally take them， but to rationally judge them， to supervise them and to give them feedback. The Producing Process of News in Newspapers
From the view of semiology， the so-called news production refers to that the media text is produced by intention， and the activities of media is its series of industrial process， the process of encoding-decoding. Most of production is for commercial interests， and mostly the focus of comment on media are to find out how the commercial levels intertwine with each other and how they are strengthened. Besides， sometimes the attention is paid to observing the relative influence of non-profit media with the nature of public service or niche publishing， and sometimes it is paid to the influence of government or organizations on media production.
Stuart Hall（1980）stressed the transformation process from the source to accepting analysis and interpretation experienced by media information. On the basis of semiology， he assumed all the meaningful “information” are constructed and passed to “the decoder” by “the encoder” from the signs with specified and implied meanings， which is commonly agreed by the sender “encoder”（the news reporter and editor） and the receiver “decoder”（the audience） in the same culture. He stressed the power of text.
He assumed that communicators encoded the information selectively for the purpose of ideology and receivers would not receive and understand the information of intact， but resisted the influence brought by consciousness through the adaptive or opposite interpretation according to their own experience and views. Different people or different second cultures would usually interpret the world and media information from different social positions.（Denis McQuail
The Language and Sign Construction of Media
The word “media” derives from Latin etymology “medium”， which means “intermediate”. Media refers to the communicating channel of significance between the audience and outside world and the visual and oral construction of media builds the reality it describes， which is related to semiology， that is， how to bring social effects through different languages and signs， such us colors， gestures， pictures， fashions and vocabularies， etc.
The bidirectional arrow in this model of Semiologist Pierce stresses that， only when the single factor is connected with other two factors， can it be understood. The signs refer to some certain things or events but themselves and are understood by objects， which can have an effect called interpretation on the psychology of objects. No matter the speaker or the audience， the writer or the reader， and the reporter or the audience， are the users of signs. And the interpretation is a psychological concept of sign users， by which activity and creativity are owned by both communicator and receiver （John Fisker，1995）.
Any factor is the communicating carrier of a trinity. It apples news， a typical sign and the unique form （signifiers， i.e. signs） to integrate with the content of the recent and current events（the signified， i.e. interpretation）， through the combination of the value evaluations of communicators such as their feelings， attitudes and suggestions to reality， which is then passed to the audience（i.e. object）. As the thought of Pierce， signs stand for some certain things or events to every object under some certain situations or conditions. That is to say， it is to create the same sign or a more delicate sign in the mind of objects. The sign created by objects can be called as the interpretation of the original sign， and the thing or event the sign stands for， is the signified one.
In the newspapers and periodicals， what kind of forms should be adopted to report news？ What is the size of title？ Should it be stressed or weakened？ Details like the arrangement of pictures and charts， their sizes and pages， the forms and styles of reporting writing， people citing the source and the role of organizations， etc.， are the signs presented by newspapers and periodicals. The intention of news organizations to code with these signs， is that the reader could decode the meaning of signs. However， though the social environment of readers and the environment assumed by news organizations share similarities， there still exists some differences or even some distinct differences between them. Readers may not be able to accept all the news realities constructed by news signs； they should not totally take them， but to rationally judge them， to supervise them and to give them feedback. The Producing Process of News in Newspapers
From the view of semiology， the so-called news production refers to that the media text is produced by intention， and the activities of media is its series of industrial process， the process of encoding-decoding. Most of production is for commercial interests， and mostly the focus of comment on media are to find out how the commercial levels intertwine with each other and how they are strengthened. Besides， sometimes the attention is paid to observing the relative influence of non-profit media with the nature of public service or niche publishing， and sometimes it is paid to the influence of government or organizations on media production.
Stuart Hall（1980）stressed the transformation process from the source to accepting analysis and interpretation experienced by media information. On the basis of semiology， he assumed all the meaningful “information” are constructed and passed to “the decoder” by “the encoder” from the signs with specified and implied meanings， which is commonly agreed by the sender “encoder”（the news reporter and editor） and the receiver “decoder”（the audience） in the same culture. He stressed the power of text.
He assumed that communicators encoded the information selectively for the purpose of ideology and receivers would not receive and understand the information of intact， but resisted the influence brought by consciousness through the adaptive or opposite interpretation according to their own experience and views. Different people or different second cultures would usually interpret the world and media information from different social positions.（Denis McQuail