Credibility-the Essence Of Media

The concept of "Credibility"evolved from "style " first proposed by Aristotle. Research on Media Credibility in the first half of the twentieth century is Mitchelly. V. Charnley accuracy of the newspaper and Hovland and others , investigation to the credibility of the source. Currently, the Western academic research in the field has taken a micro early, a single perspective, and gradually become many-faceted.Since late 1980s, our media scholars began individual survey data relating to the credibility of the media, but the whole still remains in a simple reference, the lack of in-depth theoretical study.Driven by economic interests and the emergence of all sorts of information chaos, and the sudden outbreak of the credibility and authority of the enormous media impact is a common concern of the industry in recent years, the Chinese scholars and credibility issues motivated. The main goal is to study the following three areas : how to improve the competitiveness of the media;How to better play the role of the media as party mouthpiece;How to achieve public opinion guidance functions. All through out the credibility of the media at home and abroad to study at the following understanding :First, the media must have the credibility to the most fundamental of which is its "public power" in nature.Second, credibility is starting from the theory of social responsibility of the mass media demands. It is based on the original audience of the media cultural beliefs, but also for rational criticism of the audience may be missing an important bridge.Third, credibility is not the equivalent of credibility assessment. The concern is the performance of news media, which focused on the subjective assessment of the audience.My academic research has just started to media credibility. The mainmission of my media credibility study the status quo, explore their research value and the current problems.