| First of all, this paper try to explore some essential points of negative news report, including its definition, connotation, type, features, and function in mass communication, etc. Secondly, taking the television news as the example, this paper makes analysis on the development and change of the negative news report. It points out that the negative news report has been distorted for a long time , and attempts to analyze this phenomenon from three aspects: political system of mass media, laws and regulations, and cultural conception. It looks back on the changes of the negative news reports, and makes analysis on the causes and patterns of the changes from political, economic, and cultural aspects. Then found out that government control on negative news report has become flexible.Finally, on the basis of the above analysis, in conjunction with China's national conditions, this paper devotes to find out a new model for negative news report in a new communication environment. It analyzes media applications in political crisis from the government's perspective, account for relations between negative news and politics, dissertate the emergency mechanism and the news conference combining with SARS coverage; and it analyzes proper ways to guide negative news from the perspective of mass media, combining with the theory of gatekeepers and agenda-setting, the effect of humanism. Thereout, put forward a veracious, authoritative, timely mode for negative news report on the principle of openness, moderation, escalation. |
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