On Media Power Of Alienation Of The Media Image Of The Shape Of Its Circumvention

The media image is a brand image, which the media express to the public. It includes the internal image, mamely the image of the media practitioners, and the external image, which is conveyed to the public through the media,all of these lay the foundation of social representation of the media, such as the credibility of the media, the social influence and the economic benefits. These are also important factors that are needed to construct the healthy media image.Media, from the birthday, is known as "the king without a crown". And the existence of the development of media power has also been recognized by the society. Media power is formed in the process, during which the media associated with all social parties. It is controlled by the political, economic and cultural powers. At the same time, it has his own way to control the society. In a sense, media power is a combination of public right and private right, so, when media power depart form the goal of maintaining and purse public interest, the "alienation" of power will be formed. The alienation of media power have many represents, such as media hegemony, media tried and media aphasia.The alienation of power builds negative effects to the construction of healthy media. While, the reasons for the alienation of power are varied. Generally speaking, it has two sides: the externed and the interned cause. The economic and political cause are called the external cause. While the internal cause mainly includes media self-regulation and ethical reasons. Through the analysis of the reasons, what we have to explore is how to avoid the alienation of media power, and how to create a healthy media image.