On Value Orientation Of Network News

The netnews with its great impression on people's mind, has a long wayto go in its overall development of providing various services to meet people's demand on news. News value is always considered as a major criterior to judge whether the news itself is able to meet the societal needs or not. Accordingly, it is natural and crucial for the netnews media to take into account the news value, in order to win the competition against other media like TV, radio, newspaper, etc. In the cyber communication, receiver-driven mechanism has a gradual effect on the former disseminator-opinion-oriented news value. Some global rising thoughts like consumptionism, post-modernism, commercialism have stepped into the cyber communication, which lead to puralism and individuation in the news value. Thus, the cybernews value has been gifted the new meaning as the time goes by.Focused on value orientation on netnews, this article has generalized its chiefcharacteristics and discussed the elements making up the value system of netnews as well as their effects on the value orientation. Furthermore, the social influences are also studied from macro-visual angle. On the basis of above theoretical research, this paper has proposed some feasible suggestion for related persons and organizations working on netnews.This paper is divided into three parts. To begin with, the definition and features about netnews are introduced briefly first, followed by five points of value orientation on netnews after the analysis of factors, judging criterions in news value, especially in the netnews. According to relative reference to the book News Value by Professor YangBaojun, the second part stresses on the essentials affecting people's orientation on netnews value both internally and externally, including principle part, object and carrier in value system and commercialism, consumptionism and postmodernism. In the third part, aiming at how to improve the netnews value for netmedia, the author probed into two aspects on misunderstanding about orientation and put forward some advices on how to enhance the value of netnews by following four points: balance self-interests and public good, improve professional level and moral culture of people working for netnews, promote cooperation with academic field.