Fusion And Penetration Of Public Sense Of Morality And Poly-Valuation Conception

Since China has changed from the original planned economy into a market economy, the diversity of the economic system directly results in the diversity of value concept as the superstructure. It disintegrated our traditional cultural values of the unified morality together with external shocks. A number of non-moral doctrines, such as utilitarianism, individualism, money worship, hedonism and hooligans awareness concepts have taken place. In such a pluralistic moral value of society, the mass media as a guide of public will face more new problems. This paper analyzes the features of mass media's guidance to ethics opinion in a social transitional period, from studying the changes of current social value concept and the function of moral values. With the development of technology, mass media are more and more inclined to choose to access to information. The direction of the media ethics to guide public opinion has changed from a single unified approach to more diversified standpoints. These characteristics have a strong reality, influenced by the changes of social moral values, the operational mechanisms and other factors. While the media guide reporting moral opinions, there are also kinds of problems existing, such as the proportion of Changde reports, violence spread to mislead children, the excessive speculation incident, the misleading advertising and other issues. Therefore, this paper puts forward three aspects to address those problems, namely, the content and form of the reports, training of the practitioners, and their mutual cooperation.