“富二代”作为一个特殊的群体,近年来越来越引起媒体和大众的关注。但是由于“富二代”群体自身因素、论述机会结构的差异以及媒体自身的倾向性问题,导致这一群体的媒体形象过于负面,这不仅是对“富二代”整个群体的污名化,也对青少年的财富观、媒体的公信力和伦理造成了挑战。因此我们需要从“富二代”自身形象的重构、媒体报道自身入手,实现媒体的正面导向作用。 As a special group, “rich second generation” has drawn more and more media and public attention in recent years. However, due to the “second generation” group ’s own factor, the difference of the opportunity structure and the tendency of the media itself lead to the media image of this group is too negative, not only for the “second generation” Stigmatization also poses challenges to the adolescent’s wealth outlook, the credibility and ethics of the media. Therefore, we need to reconstruct the self image of the “rich second generation”, start with the media coverage and realize the positive role of the media.