论电视媒体与受众的契约伦理构建

On the Construction of Television Medium and Audiences’ Contract Ethics

在市场经济条件下,电视媒体的商品功能被释放,与传统的伦理规范发生激烈冲突,媒体传播行为失范,媒体伦理出现一定程度的沦丧。市场经济是契约经济,市场经济条件下必须重构媒体伦理,使传播者与受众间形成一种平等、理性、人本的契约关系。

Under condition of market economy, the commodity function of television medium was released. It resulted in conflicts with traditional ethics norms, behavior Anomie of medium propagation and medium ethics has lost gradually. Market economy is contract economy, medium ethics must be reconstructed, and form a equal, rational, human-oriented contractual relationship between propagators and audiences.