Construction Of Provincial Evening Paper Credibility In Period Of Social Transformation

Since our country entered the period of social transformation, the trust problem hasbecome a universal concern, especially food safety problems that social trust in the publicopinion in the teeth of the storm, and the media in the process of self-transformation alsosuffered a crisis of trust.90’s of last century, the tide of market economy makes the a great deal of media on theindependent operation of the road, the fierce competition in the media environment makespart of the media have gradually lost their professional quality and occupational ethics, thedissimilation of the media credibility occurred. Therefore, in the period of socialtransformation, the media needs to enhance their credibility. But in our media, provincialevening paper as the regional city evening paper that issued throughout province, not onlyneed to cooperate with the party newspaper disseminate the mainstream values, but alsoundertake the responsibility of reflect social demands, lead the social public opinion, soconstruct the credibility of provincial evening paper was particularly important in socialtransformation.The Yangcheng evening paper as provincial evening paper that the provincial partycommittee of Guangdong Province administrates, by virtue of their own credibility-buildingover these years, as a leader in the provincial evening paper so far. The nature, position, taskand target audiences of Yangcheng evening paper decided it how to build own credibility.Construction of the Yangcheng evening paper credibility is proceeding from two frames of itsown and audiences. In terms of Yangcheng evening paper, construction of credibility mainlyreflected in three aspects:media organization of responsibility, and practitioners of personalliteracy and public opinion of correct introduction, and interaction between them mainlyreflected in three stages, sensibility of trust, and between sensibility and rationality of trustand rational of trust, and drew such a conclusion, that Yangcheng evening paper needs toshow sense of social responsibility to audiences firstly, then audiences show trust toYangcheng evening paper, Yangcheng evening paper credibility will be constructed.Meanwhile, construction of Yangcheng evening paper credibility focuses on distinctiveexistence, this provincial evening often get out of the common in reporting major news events,Yangcheng evening paper’s credibility gets to highlight through taking the lead in publishingmajor news that citizens care, and investigating widespread network rumors, livelihood newsinternationalization and regional news equalization, some typical report cases make readers more convinced.In the period of social transformation, the provincial evening paper "Yangcheng eveningpaper" in constructing their own credibility of practice is worth learning and referencing forother provincial evening paper, and making it popularization in the media. Therefore, theconstruction of the provincial evening paper credibility has very important realisticsignificance.