Shortage Of TV Media Publicity And Corresponding Governance

This paper firstly analyses the issue about the media publicity, identifying the core concept of the media publicity, and further discussing the following main points: in the first place,the study on media publicity should distinguish the publicity between system level and practical level, in order to help us much more scientificly, dialecticly and comprehensively analysise the media publicity; in addition, the media publicity studied in this paper specially indicates the practical logic about forming and expressing public interests as one part of social service on the system level; finally, the understanding of media publicity, on the practical level, should include satisfying the public right to know, offering true and general information, ensuring the diversity of content, such as the diversity of type of programs, choice of subjects and the public opinion, cultivating citizen consciousness, building civil society; technically speaking, the media must meet coverage and have socially shared material foundation; in terms of style, the media should have taste, grave and moral standards. On the summarising bases of above all, this paper taking the case of NMTV, according to data, analyzes the embodiment of the Inner Mongolia television publicity, the shortages of its publicity and their causes, and put forward the corresponding countermeasures from macroscopic level and micro level.