The Research On Negative Reports On The Amplification Effect Of Communication

With society development, news communication activity plays a more and moreimportant role in people’s daily lives, which provides variety of information aboutsociety change, being important basis social cognition and making decisions for public.As a kind of special report focusing on the negative facts, negative reports werefavored by media and audience in recent years, which had became an indispensableforce in media field. But in the spread process, negative reports also prone to thephenomenon of amplification effect.In this paper, on the basis of news communication activity in our country, thebasic schema of negative reports was discussed, including definition, characteristicsand value. Furthermore, the growth of negative reports since reform and opening upwas researched, as well as the reason behind it. The amplification effect phenomenoncaused by negative reports was emphatically analyzed from the specific case. And thepaper points out that the amplification effect in the dissemination like "megaphone"and "wavy", the negative implicit message in the message and the potential social risksmagnify rendering.Then, starting from the knowing route being practical and realistic, the spreadingeffect of negative reports was evaluating objectively and impartially. The positiveeffects brought by the negative reports, contributing to the construction of aharmonious society and promoting the progress of China’s democracy and the legalsystem, were affirmed. Meanwhile, some negative facts, that the amplification effectcausing by negative reports results in some negative effect, was pointed out. Because ofthe special nature of the negative news content, negative factors hidden in theinformation in the negative news can be emerged, which seriously affects thecommunication effect.Finally, with all the analysis above and the actual news communication practice,the policy for governing and guiding the amplification effect of negative publicityeffect was proposed. Through these, I wish that the negative reports can better play apositive role in the process of news communication activity.