| In recent years, China is in a period of overall social transformation. The political andeconomic spheres and society are constantly changing. Social conflicts are becoming sharperand sharper. Emergencies are happening with increasing frequency. As an importantcomponent of the social organism, Mass media was affected by those various changes and hasbeen brought a lot of problems. The lack of media credibility is one of them. The report ofemergencies has always been the hot spots of society and chased by major media both athome and abroad for its unique newsworthy and social value. The unique features of report ofemergencies not only have brought the media a stricter test comparing to ordinary reports, butalso catch the public’s eye. The report of emergencies offers a great opportunity to nurture andenhance media credibility.During the research background, the writer linked the frequency of emergencies to socialtransformation to give the research an extension of the theory and reality basis.Mediacredibility is mainly reflected in the three aspects: the News concept of the media; the reportmode of the media; the quality of the journalists. Through the analysis of the present mediacredibility of China from three aspects above,we can know that the present media credibilityof China in a bad situation. Build media credibility in the report of emergencies not onlyconducive to the development of the media, but also contribute to social stability, the correctguidance of public opinion and creating the image of the country.According to aspects above and the present situation of media credibility of socialtransformation, we can conclude that there are three problems existing in the report ofemergencies. First, there is a position imbalance in the News concept of the media. Lackingresponsibility and hard working, the media seeks report speed blindly. Second, on the reportmode,the media deal the report with strong subjectivity.There also exist the shortage ofcontent review.The last, the journalists are not qualified enough while dealing the report ofthe emergencies. Each problem is analysised though major emergencies happened in recentyears. The reasons of the lack of media credibility are divided into two parts:the externalcauses and the internal reasons. The external causes is from the media environment, includingthe political influence, economic influence and cultural influence. The internal reason is fromthe media’s misbehave during its development, including the impact of mediacommercialization,the collapse of the authority of the mass media led by multicultural pattern and technological advances. The analysis above shows that the lack of media credibility is notonly harm the existence and development of the Mass media, but also endanger the society.The specific paths to build the media credibility in the report of emergencies on thebackground of social transformation are divided into three aspects: improve the institutionalguarantee and rapid response mechanisms; improve the media’s quality; push ahead witheducation of media quality among the audience. |
