Multi-dimensional Perspective Of The Mass Media Credibility

Douglas Feaver, the executive editor of the Washington Post once said, "I can't point out what the power of publicity is, but it's possible to be deprived of that and feel the existence. And it took us many years to regain it." The professor Yu Guoming of Renmin University has performed the wonderful metaphor with the importance of the power of publicity, too. "After there is all no feeling to that for us when it normally exists like air and water. But when a problem shows, we feel that preciousness which shouldn't be lost during that moment finally. The power of publicity of mass medium is such one thing." Since the human beings had started communication activities, the problem of whether it seems to spread and interchange more effectively begins to disturb the mankinds. Spreading always bore the effect, or it'll be deprived of the significance. To make sure the power bears the effect of the good spread, bringing up publicity of media and making it be promoted should be the good way, which has to penetrate certainly.By integrating the illustrations on the power of publicity by many scholars both in China and abroad and the practical experience, the author believes that the power of publicity is one kind of synthesis including social credit rating of mid-and-long term, authority and influence with the public for publicity of mass communication. It is not only a political concept concerning about whether or not the mass medium play a good role on guiding the consensus and make a good effect to communication, but also the concept of economics concerning about whether or not the medium receive popular consent from the masses and obtain better survival and development in the violent market competition. This is decided by the double attribute of medium: attributes of enterprises and of corporation.At the present time, the element analysis on the power of publicity in China mainly develops at the traditional view of journalism, such as truth ness, objectiveness and personal integrity of journalists. Such analyses are few and strait-sighted. On the foundation of traditional researches of journalism, this essay, from a broader angle inpromulgate, consensus, sociology and psychology, made particular illustrations about elements such as dissymmetry of information, unbalance of agenda-setting, frame-structure, and the influences on the power of publicity compelled by such elements like mentality of audiences, the environment in which the medium exist: political, economic and cultural.During it, some illustrations on the relationship between medium and non-media factor and also power of medium publicity are new presentation, and so it is of much origin.