Why News Report Imbalances?

The media is full of every aspect of our lives, influence character by environmentchange our thinking and behavior, because of the different media have differentorientation, this guide will influence all kinds of feelings and psychological, socialand cultural aspects, here the effect of natural has advantages and disadvantages. Forthe pursuit of “balance of communication", this article will select the typical caseanalysis of different effect of different medium on the news stand. The balance of thenews media has great influence on our thinking and behavior; also have a certain rolein promoting social development and change.For the audience, they have a right to know more comprehensive, but for themedia, their propaganda cannot avoid will have certain tendency. This truth attitude ofcontinuous pursuit of objective was worth learning, this paper tries to study theposition on the news media dissemination and influence on news balance from theperspective of journalism and communication.At present, in the dissemination of scholars in the field of news disseminationphenomenon, characteristics, effects and other aspects of the research is graduallyenriched, but there is little people study the question from the point of view tounderstand “the balance of communication", this paper will research the contradictionbetween media position and balance transmission from.This paper intends to discuss the topic of the two-way influence and role ofmedia position and news spread, and trying to dig how they subtly influence eachother, and dig deep the fair and authenticity of the news spread.The first chapter mainly expounds the research background, basic content andbasic methods of research. In today’s society, the way of spread information rapiddevelopment, news media and our life, learning, work are closely linked, this paperwill be study on the influence of media position and news dissemination of balance. The second chapter, news balanced report originated in the west, by BenjaminFranklin. The news reports of the balance should be comprehensive, objective, frommany aspects, has the objective and fair reporting perspective.The third chapter, the news media’s "imbalance" phenomenon is produced by thenews tendency; the audience to accept the limitations of information; and lots peopleforwarded the rumors frequently.Chapter4Fierce market competition leads to the media seeks for thedifferentiation media position, the media has to strengthen their market position byfind the differentiation between themselves and the other media, which is how theysurvive in the fierce market. Come to economic factor, and marketing positioningspread also would influence the news balance transmission. For the purpose ofhighlighting their stand in the news, they tend to express one-sided or extremelyrather than talk about comprehensive and objectively.Chapter5For the case study about Cui Yongyuan investigate geneticallymodified food in United States, Cui Yongyuan visited six cities, interview differentgroups of people and take on-the-spot investigation, to explore whether thegenetically modified food harm to human body health. What is impact of geneticallymodified food? Where did the US production of genetically modified food sell?Chapter6Media balance repot help to create a harmonious media environment,present the right views to the audience under the correct guidelines, also regulate thecomplex public opinion conflict. Media balance repot is the common goal for all newspeople.