Research On The Missemination Ethics Of Network Broadcast

In recent years,the phenomenon of live broadcasting has been soared to popularity.According to the report of the Chinese meldia,there are nearly 200 online live platforms in China in 2015,which the market size of live broadcasting has reached about 9 billion,and the number of users of live webcast platforms has reached 200 million.In 2016,it was also called"the first year of online live broadcasting".The network broadcast was simple on the threshold of entry,the user only need a computer or a mobile phone and an account.According to 40th time's report of the China Internet network development state statistic report,which issued by the China Internet network information center(CNNIC),as of June 2017,the number of live online users has reached to 343 million,which accounting for 45.6%of the netizens overall.With the development of the live broadcasting aind the carnival of national live broadcasting,live chaos frequently occurred.While the broadcastiog provides entertainment for netizens,the dissemination of some vulgar contents such as pornography and violence has caused the lost of media ethics,and then causing the development of the live broadcasting industry in trouble.What does webcast bring to the public and what ethical issues are there?How to construct the network broadcasting ethics?The purpose of this thesis is to research the live ethical issues by parsing the notion,characteristics,classification,the rise reason,as well as the concept and functional performance of communicative ethics.The network ethics has dual nature,both the possibility of good and evil?Also,the live broadcasting also has two sides of healthy and ethical anomie.This thesis summarizes the ethical phenomena involved in network broadcasting through case study.It also affirms the positive phenomenon such as the first line of news reports,the way of shaping the corporate image and culture,the enterprise marketing channel model and the interaction sharing platform between kbowledge,self-motivation under the effect of examples,etc.This thesis analyzes the negative aspects of webcast and illustrates the ethical problems that exist in network broadcasting,such as the phenomenon of violence disintegrating traditional culture system,the value orientation imbalance of boring economy;the excessive consumption of privacy,the infringement of rights and interests of others,the information fraud deconstructing media credibility,the downplay social responsibility,the speech anomie threat social order construction,the competition for quality content raises intellectual property rights,the copyright and other risks.This thesis also rethinks the ethical problems of network broadcasting:the misleading audience and the misplaced value;the cognitive dislocations of social roles;the cognitive deviation of the real society;deconstructive good morals;breeding opinion leaders,the public opinion field is out of control;the hiding of gender role causes others'misunderstanding.Through analyzing the ethical problems among the live broadcasting from multiple perspectives,feasible measures can be put forward from the relevant departments,laws,social organizations,broadcast industry,platforms as well as the host finally,which can improve the ethical anomie phenomenon,purify the media environment,and create a good moral environment for the development of network broadcasting,guide the media to communicate better and operate it normally.