Media Self-discipline Under Market Economy

Along with the establishment of the market economy, China's media have become market-oriented to certain extent. They are administrative departments and institutions, as they used were. But now they are regarded as independent enterprises, which have their own rascal management and are responsible for their own losses. All these reveal the changed functions of the media during the economy reform.Under the planned economy, government controlled every respects of the media, such as personnel, expenditure, fixed asserts, production, supply and marketing. Media focused on guiding function. Under the market economy, China's media industry continue assuming the guiding function of the public opinion, in the meantime, they have to face the fierce competitions and achieve their economic growth.The political reform failed to keep step with the economy reform. The jurisdiction is far from perfection. Some social unhealthy trends exert gradually negative influences on media. Media vocational education is lagged behind the present needs. So media often betray its guiding princi pies. Because of their overwhelming influences, the requirement for the self-discipline of media becomes more conspicuous.Using the media ethics as focus of attention, the paper analyzes the reason for the betrayal of the media by going deep into some typical cases. The paper puts forward some suggestions. It includes furthering our understanding of media profession, enhancing our respect for journalism, reinforcing the media professional education, improving the introspection of the media industry. Only in this way, can media and society achieve their reciprocal development.