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公信力：传媒经济与伦理的融合 [Credibility: Harmony of Economy and Ethics]
沈, 荟
沈, 荟
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Abstract
公信力一直是西方大众传播研究中一个非常重要的课题。受众对媒体的信任度及媒体的社 会影响力都与这一核心概念息息相关。用虚假报道、黄色新闻制造卖点是否是西方主流新闻媒体 掘金的法宝？牟利一定意味着肮脏与不择手段？实际上，从长远利益来看，媒体资本家们发现追 求经济目标与达成一定的社会目标具有和谐统一的一面，一个自由而负责任的媒体形象将有利于 媒体企业的经济运作。通过对西方主流商业媒体功利性动力机制的揭示，我们能更加深入地理 解、认识美国商业新闻制度和新闻实践的实质，并将对我国当前企业化经营中的新闻出版事业如 何处理好义与利之间的关系有重要的借鉴价值。 [News media’s credibility has always been one of the most important subjects in the research on the western communication. Audience’s reliance and social influence of mass are closely related to this core concept .Is it the magic weapon for western dominant media to make money by creating selling points through false or pornographic reports? Is it true that profit earning can only mean dinginess and by foul means? In fact, in a long-term view, media capitalists found out that the economic target they are pursuing can be in perfect harmony with their social target. Media firm should be beneficial from its public image featured with freedom and responsibility. Through the disclosure of western dominant media’s utilitarian mechanism of motivation, we can further understand the essential of American commercial dealing with the relationship between profit and credibility. ]
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2004
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With permission of the license/copyright holder