The Research On The Moral Evaluation Of The Public Opinion Of Media

In the enormous transition from the pure planned economic system to the socialist market economy system, Life style and values that people have accustomed to for a long time have been challenging tremendously by all kinds of different new ideological trend and new ideas. The moral evaluation of medium public opinion also has been changed and attached much.As a special kind of public opinion, public opinion of medium has the characteristics of independence and declines, which its standard of the evaluation is also different from the others. This paper analyzes the new characteristics of the moral standard in the transition. The contents of the moral standard are extending from the pure theory and political domain to the all fields of the social life. In the ways of the evaluation, it begins the transitions from the soft moral (such as personality, moral) evaluation to the hard moral (such as principal moral). The standard of the moral evaluation that regards the perfect moral as the standard is divided into three lays: perfect moral, beautiful moral and usual moral. These characteristics of the moral evaluation have the strong reality and meet our country's current conditions.Confined by the social environments and the media, the standard of the moral evaluation also exists some problems as follows: muliti-moral has made the standards of the moral evaluation in our public opinion of media confused, and the non-moralism overflows in the present public opinion of media, and some conflicts between the moral evaluation and other social standards still exists.As for those questions presented in the paper, I think that two facets of the government and the media should be the problems to be solved and the capital and the self-control of the media should be controlled more. The moral evaluation will be grow healthy in the interaction of the media and the audience and guide the direction of the moral value of our country.