Analysis Of Advertising News Phenomenon In The Real Estate News Report

The innate profit orientation of real estate ads and the news ethics in reporting real estate is one of the heated topics among scholars on real estate news. And in the filed of real estate news, journalism of advertisement has become a common phenomenon in those profit-orientated real estate reporting. Yet after constant study and literature reading, it is found that up to now, in China? s academic fields, existing research on this specific issue is quite limited.This paper then is meant to focus on the journalism of advertisement in real estate reporting by an in-depth study of China? s real estate news reporting and journalism of advertisement, combined with the internship experience in Net Ease? s Beijing real estate channel.To be more specific, this study is to analyze the real estate websites in this cybereconomy, with the most attention on new media.During the research, it expands the two traditional kinds of journalistic news into four, added with the ?combination of public relations activities?and ?news stories as the new favorite?. Then this paper tries to explain the adverse effect of the journalism of advertisement from three factors, that are the real estate media, the audience, as well as real estate companies. Finally, based on the experiences from internship, this paper proposes that real estate media should firstly correctly understand the ?paradox? in real estate news and have a good control of the report;and secondly, establish a sound platform for information exchange with the audience,whose advice should be carefully and timely listened to.