The Ethical Research On Media-Oriented

With developing of the information society and market economy, the media industry is an important aspect for promoting a country’s economical development. However, because of the influence of economical interests, currently, It has a serious problem about media’s professional ethics and morality. Especially, the media-oriented imbalances, "the incident of Zhang Wuben" occurred, which was indicating that the imbalance of the media-oriented had been very typical in China. It affects not only the media’s own development, but also a serious impediment to social stability, hannony and progress. In this context, the research of media-oriented ethical issue has an important theoretical and practical significance. This paper combines the hot event-Zhang Wuben became popular quickly with an ethical point, By demonstrating China’s Media-oriented ethical problems and their causes and solutions. Not only helping the media to find ethical support and solving the contradiction between ethics and media guide, but also having an important advantage to avoid the media spread the ethical and moral risks.This paper is divided into three chapters, the first chapter is the theoretical basis of media-oriented issues, including the media-oriented connotation and contradictory nature. Among them, the key issue is the unbalance between economical benefits and value-oriented; the conflicts between objective truth and time limitation; the disorder between personal innovation and popular awareness. The second chapter is the innovation of this article. First, the issue of ethics for the media-oriented definition, then on this basis, combined with the event about the rapid popularity of Zhang Wuben to analysis Chinese media-oriented problems; Second, Analysis of the causes of imbalances from the three factors of the media, the media audience and media-oriented system. Chapter III proposed media-oriented ethical principles and possible solutions. Through the analysis on the three basic ethical principles of social responsibility, objective truth and justice, combining with the causes of the previous chapter, proposing three ways to solve the problems from realizing of moral internalization, optimizing external environment and creating developmental space.