Negative Reports And Dissemination Of Results Of Research

As a special type of news report, the negative report has always been under dispute. Because of its significance, abnormalism and characteristic of second spreading, it has become one of the "trumps" in media competition. For the same reason, it is more difficult to deal with than other reporting methods. And it could result in negative results so easily. It would be against the trend if banned totally. On the other hand, it would result in public opinion crisis that causes great trouble for the society, government and public if out of control. Thus, the issue of negative report was raised as an independent research object. As a result, the theme of this thesis has come to be the research on the negative report and its spreading effect. This thesis, which has 4 chapters, studied and discussed the negative report from the historical and realistic point of view by means of combining the instance or doing comparisons.Chapter 1 "the definition and history of negative report": This is the theoretical basis of the next 3 chapters. First, it defined negative report as report on the events or the abnormal phenomenon that's against present social order and moral standard. Then, by studying negative report on cultural and media background, I discussed the historic root that had caused the difference of effect and role between news business of China and West.Chapter 2 "the characteristic and the classification of negative reports": The primary problem solved in this chapter is the classification of the negative report. For the first time, the report that has negative effect although doesn't contain negative information, is included in the negative report as "subjective report". For example, those reports that give up national and military secrets or result in serious negative effect. The other three report types are "critical report", "report on public crisis" and "entertaining report". I made an attempt on the definition of "entertaining report", which is low in style and wild about the dark side of our society.Chapter 3 "mistaken ideas of negative report and the countermeasures" In the firsthalf of this chapter, I discussed the mistaken ideas and their causes. Mistaken ideas include "over reflecting the dark side", "news distortion" and "being confounded with the intendance of public opinions". Their causes include media market competition, unilateral pursuit of profit and the lack of news source etc. hi the last half of this chapter, I provided three countermeasures against the mistaken ideas above, including "strengthening the education of Marxist outlook on news to the reporters", "attaching importance to social effect as well as economic effect" and "attaching importance to scientific method of reporting".Chapter 4 "analysis on the communication effect of negative report": This is the conclusion part. I indicated in this chapter that any mistake on the communication chains which includes communicator, communication process and receiver might be the cause of negative results. Not only negative report has these chains, so negative report and negative effect does not necessarily have cause and effect relations. And some negative report could even have positive effect. I also indicated that "subjective report" and"entertaining report" are more likely to result in negative effect.To some extent, negative report exists as the outer symbol of a nation's news policy and tendency. Along with the stepwise opening of public opinion environment and the keen competition in media market, negative report, being an active power, will receive more attention. We have no reason to blame negative effect on negative report. Both the theory and practice has confirmed that any blockage and indulgence on the negative report will lead to serious consequences. We shouldn't be constrained to old rules. We should learn some experience and lessons from the western media by selecting and abandoning. We should bear China's situation in mind, creatively make use of negative report, get the best out of it, try to maintain its right direction and make it an advantage to our Party and people.