Media’s Responsibility On Sudden Public Events

In nowadays, the public attention becomes a scarce economic resource. In orderto catch the public attention, the mass media is paying more and more attention on itsrule of a Media operators. The mass media’s attitude to the public turns “tell” into“cater”. In the interest of attract the public, the mass media cares much about theaudience ratings. Especially when some sudden public events arise, most mass mediatry their best to cater to government, they even hide some truth from the public toprotect its legitimacy. In the other hand, the mass media do their best to hype aboutthe bloody part of some sudden public events to win over the audience.In such media environment, the mass media Ignore its responsibility in suddenpublic events. The mass media treat the short-term interests as theri primary goal. Inthis process, the public gradually lose their faith in the media. The situation willadverse effects on a effective solution of sudden public events. So I think the massmedia muse take responsible for sudden public events in three aspect. The mass mediamust take responsible for the public, the government and itself. Only when the massmedia knows their responsibility clearly, they can give an objective andcomprehensive report. Only in this way,the mass media can finally gain publicconfidence. This is the sustainable development for the mass media.