The Research Of Negative News Report

News Communication should reflect the social life of integrity and authenticity. Negative News Reports as part of News Communication of course, essential. The practice of Communication and experience of life tells us that the information on the Negative News Reports easier to arouse desire and interest in people, more cause for concern and participation, more prone to the strong effect of social reaction and news. Thus, become a"battleground"of the Media in the market. But it is worth noting that Communication effects and word meaning of Negative News Reports are both related to communicators and recipients and also process of Dissemination. That is, any factor occurred wrong will have a negative impact. If it does not to analysis, consider that is the"black sheep"and reject, then certainly will Poles apart from environment of nowadays Public opinion; if wantonly follow the trend without restrictions, then this will trigger a series of uncontrollable cascade effect, and will bring immeasurable harm to society. But these are not unique to the Negative News Reports, so the Negative News Reports do not necessarily have a negative effect. As long as accurately distinguish"bad news"and"Negative News Reports", correct the Guiding ideology of communication, take suitable angle of News Reports and performance practices, and pay attention to choose the appropriate report time can weaken the negative function and to show its positive factor. This article try to start from define the concept of Negative News, with News Reports instances of Negative News analysis of the causes of concern, pointing out the misunderstanding of Negative News Reports, concluded that the positive significance of the Negative News and negative effects, to do the theoretical consideration of its function, then point to how to correctly understand and deal with Negative News Reports. To explore a road, not only meet the audience tastes, but also not contrary to the principle of Negative News Reports news harmonious development. Hope to provide theoretical guidance for the media improve their own image and the credibility.