--Based on Content Analysis of "China Youth Daily" and "Qilu Evening News"

At present, university students, as the "after 90" and a new generation of young intellectuals, are being paid generally attentions by mass media. Nevertheless, university students’ public images are on a decline as they have negative news appeared ceaselessly. Contemporary university students are becoming a group of people who are gazed at fixedly by the media. Moreover, the media keeps gazing at them and help them to build university students’ media images. However, this kind of media behavior affects public judgments on university students’ images. Furthermore, in the eye of the public, university students’ images become serious distortion. Keywords—University students’ media image; Content analytic method; the public opinion; Synergistic effect