The Construction Of Chinese Media Credibility In Two-dimensional System

In recent years, due to rapid development of Chinese mass medias, competitionbetween them became stronger and stronger gradually. Audiences managed to acquiremore and more information and they also had more realization of the media than ever.More attention about media credibility was paid by the society as a topic theoreticallyand practically.From the view of mutual-action between mass medias and societies, the articleresearched media credibility in complete social system, analyzed kinds ofmanifestation and reason why media credibility degraded and then gave a practicalpath of construction of media credibility.The article concluded that macro-factor affecting media credibility includes suchsub-system as politics, economy, culture, and so on. Politically, the destination onconstruction of media credibility is to build an open, sheer, civilian-loving andresponsible government, which will likewise provides a free and easy environment.Economically, in order to balance media developing and social responsibilities, itmanaged to detach journalism from advertisement, news and management. Culturally,it tried to clear up negative affection made by mass media through key value ofsocialism. If from the view of mutual relation between audiences and infector, tostrengthen the research of audiences and to educate audiences' media literacy wouldbe an effective approach.It is a systematic project to construct media credibility. Currently, Chinesemedias, especially part organ with a "mouthpiece" function, have been endowed withhuge authority. Traditional media depending on outer-force (authority of CPC andgovernment) to acquire media credibility maybe bring secret worry, which lacks ofimpetus and bright future, while having many benefits. Under the background oflacking official identity, to deoxidize media itself and to understand professionalism isa long stratagem to construct media credibility.