| Currently, mass media goes into a new era of Internet as a platform for technology, press for market-oriented economy, consumerism as the pleasure principle and popular culture as the value orientation. In this new media age, with the support of the new economic and technological conditions, stimulated by the tide of popular culture and entertainment, driven by the new consumer demand, "entertainment-oriented news" is like a duck which swims "actively and freely" in a variety of media activities. This phenomenon shows that the "entertainment" has become a innegligible trend non-traditional news media takes on. Due to the restraint of traditional news value, in relevant comments of the past, this new trend of the news media was often used as negative spread ways of news, often attacked, criticized and denigrate. Such criticism just put entertainment-oriented news on an isolated position, observed and discussed the news in a single perspective, and thus was likely to occur "deep-sided" conclusion in the aspect of its characterization, classification, production, acceptance and others. Of course, a lot of eyes-catching entertainment news are worthy of alarming and sometimes the negative impact need the law to stop it. Meanwhile, we should see that not all of these entertainment-oriented news are negative and dark. From the new trend of news media, the new consumer demand towards news and the macro development path of mass culture, with an objective evaluation of the necessity of its occurrence, it can be found that not all these entertainment news media are passive and negative, some of which also poses a positive influence and should be given appropriate assessment.In view of this, this article will use journalism theory as the basic theoretical guidance, combined with the introduction of communication, media economics theories, media and cultural studies, environmental studies and other media theories, to re-examin and to reflect on the nature and spread function of news which is defined by traditional news theories. On this basis, this article will explore the reasons for this non-traditional news entertainment orientation, reveal different types of news entertainment and focus on like: exploring the tremendous impact news entertainment brings on ways of news media spread, conducting a more comprehensive valuation on it and finally propose constructive comments on how to curb the spread of the filthy and meaningless news and guide entertainment-oriented news in a healthy development. |
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