A Study On News Balanced Report And Its Effect On Media Credibility

The term"Balanced Report"derives from western journalism and the balanced idea has some solid foundation and profound influence in the western countries. During the non-monopoly development period, a large quantity of sensationalized and irresponsible reports flooded the media and caused many harmful effects. Meanwhile, the balanced idea has received great attention of western media. Since 1980s the balanced report theory has been introduced into China. Combining the research into the evolution of report methods of Chinese media and overseas report experience, Shun Xupei and Guo Weihua proposed the balanced idea of news report. Shun's balanced theory has some orientation, while Guo's balanced theory is more similar to western pure objectivism.At present China is experiencing social reformation, with kinds of obvious contradiction. Due to the diversity of social interests and values, the balanced report has been attached importance to. And the Balanced Report Theory has begun to revive in the domestic media who are lacking in enough experience.This Paper provides that it must pay attention to keep balance of the choices of the news source, the choices of Information, the choices of orientation reports facts and the choices between news value and morality value in the course of the judge for media on news, based on the balance of agenda setting and framing theory, by analysis of agenda setting and media frame of the 2005 college entrance examination report and the WenChong event in the ChongQing Evening paper. It provides that the media should notice the balance between stratagem and tactic, and jointly receive the balance and availability of the course by the medium strategy.Finally in this paper the effect of balanced report on media credibility and public opinions is proposed, and the significance of balanced report in news report is also emphasized.