Perspective Of Media Credibility Capital

This paper actually studies business ethics. The author holds that medium enterprises, or medium units practiced enterprise-administration, should strive to balance the relationship of its duty fulfilling and profit-making in order to get self-development and form a sound ecological environment of the media.To media, producing profits is undoubtedly very important. But at the same time, the production and management activities of these enterprises or units must be kept within the bounds of certain ethics. It is because that, intrinsically, the management activity of the media is a kind of group activity, and economic organizations of any form have minimum requirements toward moral activities to maintain a good environment for effective economic running. In this connection, on the one hand, legal restriction means must be adopted to supervise and control activities lower than the minimum social moral standards; on the other hand, economic organizations should first recognize that the aim of benefiting others is an indispensable part of the organizations, favorable reputations will play positive roles in gaining profits, and then proceed to form and maintain favorable reputations.Basing on these views, this paper firstly establishes the ethics framework of the media. Favorable reputations of the media are not decided by a single element. They are comprehensive reflect of each component in the whole ethics framework. They reflect the comprehensive level of the running of the media. The framework can' t be divided. And the key component is the quality of the information and culture products the media produced.Secondly, this paper expounds that, though favorable reputations of the media do not produce profits directly, they are the most powerful factor in gaining profits for the media. A medium enterprise' s reputation is greatly interrelated with its ability in profit-making. The medium enterprise be more credible and better reputed, the social effects of the information spreading would be greater, the public would tend to approve the media more easily and the economic results would be better. From the aspects of the media' s management in publishing, advertisement, capital-running and so on, this paper elaborates the transformation of the invisible property of favorable reputations.Lastly, this paper emphasizes that the media plays an important role in the process of nation' s modernization. In the information society, the media has showedespecially a great social impact on the public and has played a strong exemplary and guiding role in the field of the public' s inner world. If the quality of the information and culture products that the medium enterprise produced is morally bad, they will produce negative effects to the whole society, and thus endanger the enterprise' s running and existing.