The Credibility Of Mass Media In The Perspective View Of Ethics

Since Reformation and Opening, the rapid development of China's media industry, in the social transformation of political democratization, market economy, cultural diversity, science and technology network, the mass media, as a special social power and spiritual means of production, has the special advantages of wide coverage, strong osmotic force, fast spread and wide range of social openness, which decides its strong influence in all areas of social life that other social forces can not compare with, therefore the crisis of confidence cased by mass media attracts lots of attention.From the perspective of semantics and philosophy, media credibility is the ability to win public trust in the interaction between the public and the media, reflecting the extent of the public trust. As the mass media has the function of monitoring the social environment, coming down social culture, and reflecting public opinion, maintaining the mainstream values as well as disseminating mass culture, therefore, the level of mass media credibility is directly related to the level of credibility of the Government, and also directly related to the orderly operation of society, meanwhile ,the credibility of the mass media is the most valuable resources and the core competitiveness of the media, so its influence on the mass media's own survival and development can not be ignored. Media credibility and media ethics are two closely linked concepts. In general, the media should follow the basic principles of ethics, which include the principle of truthfulness, objectivity, impartiality, the principle of justice, freedom and responsibility as well as the principle of proportionality and so on. Truth and objective is the perpetual"lifeline"of the mass media, it is the foundation of mass media's existence, justice and right is premise that mass media play a "social instrument" of the social function, it is the basis of winning the trust of people, and only really follow and adhere to these ethical principles, it has the chance to obtain the trust of the audience and enhance their credibility.In the view of the current situation of mass media credibility, public credibility of the mass media on the whole place is relatively high, but there are still disharmony phenomenon, to threaten the credibility of media. The specific behaviors that lead to the current decline in the credibility of the mass media include false reporting, compensation information, false advertising, Vulgarity and so on. These actions not only reduce the alienation of the audience's trust in the media, damaged the credibility of the media, in some cases, also caused huge losses to society and even reduced the prestige of the party and the government; more worse, it dramatically damages the image of Party and the government among people.The appearances of the causes that result in the alienation behavior of the decline of the credibility are various. The main reason is that the development of commercial media mode induces the disorder competition among media; the ethical value of media has deviation, it just purse commercial interests in one-side, ignoring the moral responsibility, which also result in some mass media organizations and media workers gave up the most basic moral standards, loss of sense of responsibility; some journalists do not have good moral cultivation, in order to obtain benefits, they abandon their basic professional ethics, contrary to the traditional social ethics of honesty and impartiality, resulting in the emergence of negative influence on the media credibility.Aiming at the phenomenon of damaging the credibility of these media phenomenon, mainly from the three aspects of media workers, media organizations and public oversight, asking media workers not only should abide by professional ethics, strengthen self-discipline, but also has a wealth of expertise, focusing on the public interest. Meanwhile, they should strengthen the system constraints for media organizations, which include speeding up the establishment of legal system, improving legal mechanism, establishing the internal monitoring system, eventually paying attention to the public supervisor.