Chinese And American Media Credibility: A Rhetorically-oriented Comparison And Analysis

Media play an indispensable role in today's "information age". They do not simply transmit information; meanwhile, they affect and shape the way people envision and understand the world. Therefore, China can not afford to neglect the importance of media if she wants to set up a favorable image. Specifically speaking, the effectiveness of media hinges on their credibility which decides the success or failure of a journalistic organization. Therefore, credibility study receives universal concern. At present, most studies have been operated in the field of communication, and few scholars examine media credibility from the angle of Western rhetoric. However, in consideration of cross-cultural factors, the writer inclines to adopt the rhetorical perspective which has greater advantages over quantitative study method by American researchers.After a general review and a brief comparison of the history of Western and Chinese rhetoric, the writer finds that the response lag and commitment to "fact" reflected by Chinese media when encountering "war of words" are actually effects of Chinese rhetorical tradition. Therefore, if Chinese media intends to put an end to the American domination in international press, it is necessary for us first to find out what makes American media more trusted. In particular, high ethos and the employment of universal audience and universal value are believed to be the factors that make American media more credible on the basis of thorough analysis. And correspondingly, several guidelines and concrete measures are put forward to enhance Chinese media credibility and to improve the country image.