The Study Of Modern Media Ethics Issues In China Under The Attention Economy Situation

With the rapid development of modern communication technologies since 1980s, modern media such as newspapers, radio, television and Internet has developed quickly and played a strong social and ethical role. Attention economy began to rise in the global scope since the end of the 20th century. As a new economic form with strong vitality, attention economy affects every aspect of our society deeply, including our modern media. Attention economy has great influence on modern media in two sides. On one hand, it promoted the development of the economy and society. On the other hand, it gave birth to bias and mutation in value proposition, aesthetic and cultural orientation; aroused wide-spread ethical anomie and brought many negative impacts.Based on the discipline of ethics, with synthetic use of various academic fields such as the ethics, the journalism, the communication studies, the socialism, the political science, economy, this paper, according to some relative theories at home and aboard and some relative sources and researches, will follow the guidance of the developing perspective of the Marxist dialectic with practical and realistic attitude, take different researching methods of investigation, content analysis, inducing and deducing and literature investigation, and will study some ethic issues of modern media communication in China under the attention economy situation. This paper will be divided into following four parts:Part One: introduction. This part mainly presents the significance of this thesis, the current research state, the purposes as well as the main content of this paper.Part Two: attention economy and modern media in China. This chapter discusses the concept or definition of attention-based economy, its development and main features, and talks about the definition and characteristics of modern media in China as well as its social and ethic functions.Part Three: the presentation and the causes of modern media ethical anomie in China under the attention economy situation. This chapter mainly combines lots of lively and typical examples of modern media in China in the era of attention economy and combs modern media ethical anomie systematically; and then analyzes its causes from the perspective of attention economy: the dissimilation of the media environment, standpoint, function and the subject under the attention economy situation.Part Four: the coping strategies for modern media ethics issues under the attention economy situation. Firstly, this paper presents four applicative ethical principles for rectifing the modern media ethical anomie in China. Secondly, it raises five concrete countermeasures, that is to carry out in-depth study of modern media ethics in China; to optimize and improve modern media development environment; to constantly strengthen the media self-discipline in the era of the economy of attention; to endeavor to intensify the media heteronomy; to promote the core competitiveness of the economy of attention.