Network News Media Ethics Dilemma And Countermeasures

In the market economy today, the news media are facing a problem:how can do a good job market management, and adhere to the occupation moral bottom line? On the surface, market operation and occupation morality doesn’t seem to be contradictory relation, but in the specific news practice, how to balance is very difficult.Network news media discussed in this article, is also facing this problem. Network news media is regarded as "the fourth media" after newspaper, broadcastand the television. After10years’development, it has been mature gradually, and constantly developed into another form of media, which to some extent, represents the future developing direction of the news media. However, due to the network news media supervision is difficult, ethical fault occur, this paper focuses on how to understand the nature and causes of the network news media ethical fault how to coordinate the relationship between market and ethics, and how to regulate and construct network news media ethics theory.This paper is divided into four parts:The first part, the ethical concept and characteristics of Network news media were summarized, and this part discussed the difference between Network media and traditional media.the influence of Network media, such as a new form of information transmission, a new form in ideology, mode and means of interview and writing. A shrink of traditional media.The second part, the ethical dilemma of the network news media was dicussed, on the one hand both the common ethical fault of various media and the specific one of the network news media were analysed.; on the other hand, the ethical conflicts of the development of Network news was discussed, summarizing five ethical conflicts.The third part, the causes of the ethical fault of Network News Media were analyzed, including five factors:the media itself, social culture, economic competition, legal construction and ethics, From the media perspective, the media wasin a dilemma; from the economic point of view, interest became the key element in the process of economic growth; and from the moral point of view, the lack of spiritual belief among the Media people caused a lot of problems. all the factors were discussed detailedly in the paper. The forth part, the ethical regulation of the development of network news were analysed, first of all five principles were considered:the principle of news, value, economy, legal and moral. In addition referencing the field theory of Kurt Lewin and Pierre Bourdieu, considering the elements of society and responsibility, four ethical points of the specification of Network News Media were refined:justice, obligation, conscience and happiness.