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新闻传播媒介及其内容的可信度是新闻传播效果的一个决定性因素。可信度较低的传媒及其内容很难取得好的传播效果。决定可信度高低的因素是多方面的,传媒在新闻报道上是否既报喜又报忧便是因素之一。一般的看法是,既报喜又报优的传媒比只报喜不报忧的传媒更能获得受众的信赖;即使是同样一条信息,经由前者传播也比经由后者传播更加可信。但这种看法目前还停留于定性的阐释和分析之中,尚未得到传播学定量研究的证实,因此还未成为新闻传播界一致公认的结论。这种状况固然与注重定性分析而忽略定量分析的传统研究方法有关,在很大程度上却也是受到了量化困难的限制,因为“既报喜又报忧”和“只报喜不报忧”都是比较抽象的概念,是对某种状况的大致描述,要将其衍化为定量的指标是比较困难的。
The credibility of the news media and its content is a decisive factor in the effectiveness of the news media. It is hard to get a good communication effect with the less reliable media and its contents. The factors that determine the level of credibility are manifold. One of the factors is whether the news media reports both good news and bad news. The general view is that both the news and the news media get more trust from the audience than the news media; even the same information is more credible through the former than through the latter. However, this view is still in the qualitative interpretation and analysis, which has not yet been confirmed by quantitative studies of communication studies. It has not yet become the unanimous conclusion in the news media. This situation, of course, is related to traditional research methods that focus on qualitative analysis but ignore quantitative analysis, but to a large extent are also limited by the difficulties of quantification because “both good news and good news” and “good news only” are More abstract concept, is a general description of a situation, it is more difficult to derive its quantitative indicators.