A Research On Paid News Under The Perspective Of Rent-seeking Theory

In recent years, with the social development and the progress of modern science and technology, the forms of media is more diverse, the new media is emerging in an endless stream.The medium’s spread approach and speed are also growing fast. With the rise of new media, the mass media plays a more important role in society, has more discourse power. In such a social environment, the government, the public and enterprises pay more and more attention to the influence of the media, they want to build better environment of public opinion through mass media, make more positive publicity planning and to maximum extent cover or reduce negative report and risk. Therefore the paid news phenomenon which already long existed in the our country’s media is more serious, the paid news forms in various media by all kinds of ways such as advertorial,false advertising,fake news and so on, it had made a lot of bad influence on the development of the news industry and the whole society.This paper used qualitative research method such as document analysis method, theoretical explanation method, depth interview and so on to differentiate the news of reward phenomenon,and introduced the economic concept of rent-seeking theory. From the angle of economic, this paper defined and interpreted the paid news, analyzed the substantial factor behind the paid news, namely "news discourse power rent-seeking". Finding the deep causes and put forward some corresponding measures from the perspective of rent-seeking theory.But also ues the interview method,make it as general argumentation theory,to increase the depth of the research and the reliability.