试论新闻传媒公信力及其构建

On Public Credibility of News Media and Its Construction

新闻传播市场已由买方市场转移为卖方市场,新闻传媒之间的竞争更为激烈。在激烈的竞争中新闻传媒取胜的最重要筹码即是公信力。公信力是新闻传媒获得经济效益的基础;公信力是新闻传媒发挥社会功能的前提;公信力是新闻传媒改善生存环境的重要因素。新闻传媒公信力的构建要从新闻传媒的作品内容和新闻传媒的社会责任两方面努力。

The market of news communication has already been moved from the buyer＇s market to the seller＇s market. The competition between the news media becomes fiercer and fiercer. The most important chip that the news media must get is the public credibility in the fierce competition. The public credibility is the foundation that the news media obtain the economic benefits; the public credibility is the prerequisite that the news media play the social function; the public credibility is an important factor improving living environment of the news media. The construction of the public credibility of the news media should be taken from both news works and the social responsibility of the news media.