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媒介公信力是公众对媒介的社会期待与媒介实际表现之间契合程度在公众心理上的反映。媒介公信力的影响因素复杂而多样,其中媒介所提供的信息的质量为最直接、最关键因素。刊播广告能够壮大媒介的经济实力,有助于提升媒介公信力。但是,刊播广告有可能造成广告商控制媒介,影响新闻报道的客观公正。目前,我国新闻媒介刊播广告存在虚假广告、新闻广告、庸俗广告和随意插播广告、广告超量等问题,引起公众强烈不满,有损媒介公信力。珍惜媒介公信力,规范广告刊播行为,势在必需。
Credibility of the media is a reflection of the public psychology on the degree of fit between the public’s expectation of the media and the actual performance of the media. The factors affecting the credibility of the media are complex and diverse. The quality of the information provided by the media is the most direct and crucial factor. Advertising on print media can strengthen the economic strength of the media and help enhance the credibility of the media. However, advertisements broadcast may cause advertisers to control the media, affecting the objective and fair news coverage. At present, there are such problems as false advertisements, news advertisements, vulgar advertisements, random in-stream advertisements and excessive advertisements in China’s news media, causing strong public dissatisfaction and undermining the credibility of the media. Cherish the credibility of the media, standardize the advertising of broadcast, there is a need.