Research On The Role Deviation Of Mess Media In The Marketization Process

With the market economy intervening,the media in our country has not only been the "throat of the government",but also the "producer of information commodity",which the latter occupies a larger proportion.Meanwhile,the professionalization of journalism always appeals the media should be the public institution of the whole society.Influencing by the double pressure of politics and capital,media have gotten bogged down in the tug and perplexity of various roles.Taking the "profit producer" as priority while overlooking the other two roles,becomes a common choice of the vast majority of the media in the process ofmarketization.Based on the former research,this paper pays attention on the complex and unique character about the media in our country,then describes various defects of the roles imbalance,and deeply analyzes the reasons attribute to that and the solutions that may work on the very problem,which involves the knowledge of sociology,journalism, communication,economics,psychology and so on.The paper at first explains three different roles that the media act,including "the throat of government",the public institution" and "the profit maker".After that,the author focus on some case study, such as "The photos of sex","Yang Lijuan affair" and" The ear-cut report".Form these cases,we can strongly prove the roles of media are definitely imbalance.Then the paper consider about the reasons for the problem as follows:The power of market logic itself,The acquiescence of the government,the descend of journalists' moral, and the superficial understanding of audience' need.According to these above,the author tries to find some solutions such as insisting on the balance of two efficiency, enlarging the business scope,enhancing the ability of making profit,paying more attention about professional self-discipline and oversight and strengthening the media watch from the audience.