The Research On The Theory And Practice Of Media’s Moral Excitation Function

Practicalness is the essential characteristic of moral, only people to practice, canmoral show its value. Moral incentive is a theoretical concept which is cross-used inethics, psychology, management subjects，refers to how to motivate people to takemoral actions for moral practice.Social tragedies of moral indifference、moral emptyifeld occur frequently now,our society is facing a moral dilemma of ethical misconductand moral ideal lost，Making moral incentive play a great role in society has importantsignificances.Media’s influence is powerful, strong and permeable, it can affect people’sattitudes and behavior characteristics through building moral information ifelds.Thisthesis combines with moral incentive and mass communication theoretical knowledge,accounts that media can inspire the audience by providing information to make moralchoices，promote their moral practices,it means that media have moral incentivefunction.Media moral incentive function works in benign mimicry environment.Itmainly starts moral needs incentive, moral expectations incentive and strengtheningincentive mechanisms to achieve through dissemination of information.andconfirmation of moral values is the starting point of the media moral incentive; moralevaluation is the key to the media moral incentive; maintain fair ethical sense ishygiene factors of the media moral incentive; the moral ideals incentive is the ultimategoal of the media moral incentive.On the basis of constructing the theory of Mediamoral incentive,throghing the cases study of "moved China"program and the mediareports in "Little Yue Yue incident’’，this thesis presented that the media ethics anomie，as well as the moral incentive complexity, media’s weak awareness of the moralincentive，the difficult control of media moral incentives，were the media moralincentive function’s dilemma and the media should strengthen the media’s own ethicalconstruction., and should actively foster the awareness of moral incentives, come tounderstand the principles and laws of the moral incentive gradually through theoreticalstudy and practice activities, ensure a good grasp of current specific work content ofthe media moral incentive by praising the goodness and Restraining the evil,strengthening the public opinion supervision system to boost social equity, establishingthe moral authority and ennobling moral ideals, teaching moral and ethicaldecision-making skills intentionally ect.The media moral incentive theory isspecialized Explorations of media moral function at the level of moral practice, is ainnovative research and expandation to media moral function,it has a strong theoretical significance.