Study On The Main Responsibility Of Media Anomie In Network Advertisement

With the socialization of media and self-media,the closeness of online media has increased,and the production of online advertisements has become more convenient.Online advertising is participating in the online life of each audience in a new way.Online advertising content has become a consumer choice product.Today's online advertising not only introduces product services,but also represents the overall public opinion vane.Online advertising behaviors belong to media production and management activities.The research of online advertising media responsibility has always been the focus of academic circles.In recent years,online advertising chaos: intrusive advertising,stealing customer privacy information,advertising information hegemony and so on have emerged endlessly.Advertisers are constantly marginalized,and the problem of lack of responsibility for online advertising is gradually exposed.Therefore,how to correctly guide the behavior of media platforms in online advertising activities,how to define the reasonable limits of online advertising media communication,and realize the social responsibility of online advertising media entities is A question worthy of further discussion.This paper uses literature analysis,case analysis,comparison method,inductive method and other research methods,combined with media responsibility theory,media ecology,advertising ethics,technology empowerment and other theories,to "the problem of media subject responsibility in the anomie of online advertising" The analysis of the system enumerates the phenomenon of the lack of media responsibility in the online advertising anomie in China,explores the theoretical reasons behind it,and proposes effective countermeasures.