Credibility Research Of The Chongqing Morning Post

Since the reform and opening-up, a series of great changes has taken place in the field of Media communications in Mainland China. Rather than being meticulously used as a way of class warfare and political propaganda, Media moves back to professional “mass media”including information dissemination, public opinion surveillance and service to the public. Communication transfers from previous center of the communicator to the audience, from previous political propaganda to selection of news value; Media system gets to transform from “mouthpiece” system, system of unit in charge and Administrative level setting system, along with the marketization of media management. With the increasingly high education of the audience, the audience's awareness of the media has changed dramatically. And the audience began to selectively choose the information brought by the media.In the second decade of 21 st century, the emerging of new media tools, the media technology especially the rapid development of network communication technology,free circulation of mass information and the rising of letters and other microblogging have a further impact on the spread pattern of China's media, especially the credibility of of the traditional media. In this context, the traditional media, on the one hand, is facing increasingly fierce marketization competition. On the other hand, traditonal media is still responsible for the mission endowed by the system. Its present situation has a new change. In the present fierce competition of media industries, the credibility has a great significance for media to enhance its competitiveness. Credibility, a kind of intangible assets, is indispensable for the media to establish its own brand, otherwise it will lose the audience, as well as public opinion guidance endowed by govwenment and the party. Research on media credibility has the theoretical practical significance, which draws attention from the community.Being the interaction between the audience and the media is the result of its communication process.Analysis on this contributes to the understanding of current media environment and provides guildline on the innovation and reform of the traditional media for its better survival and the performance of its function. The Credibility research of The Chongqing Morning Post in this essay is the empirical study on the basis of previous studies. The author designs the qestionnaire on the credibility of The Chongqing Morning Post. The questionnaire covers aspects of the credibility evaluation, the variables of the audience, the media literacy. The author aims at coming up with ideas on the credibility of The Chongqing Morning Post through emprical study and analysis of the resuts.