Research On TV Media Moral Responsibility Based On TV Entertainment Programs

After 20 years of development,Chinese TV entertainment program has entered a golden period,mainly for a large number of television entertainment programs,rich content and high concern by the audience,and so on.But along with gratifying results,current television entertainment programs show some moral issues that are often controversial,for example,lack of humane care and pan-entertainment;kitsch and ugliness appreciation persist despite repeated prohibitions;the host or guest speeches money worship remarks to win the attention in some programs,etc.All these phenomena are to some extent challenging the social mainstream values and ethics,and what is very worrying is that sustainable development of these problems may have a negative impact on teenager’s world outlook,the view of life and a view of value.As a means of mass communication,TV media should always have dual social attributes,one is commercial property,the other is public property.The former means that the TV entertainment program is a commodity in the first place,it should be able to “sell” its own to the advertisers and television viewers in order to realize a profit to sustain its own operation and development;the latter means,compared with general commercial products,the TV entertainment program also should bear moral responsibility,including spreading mainstream values,guiding the public good deeds and helping the public improve their aesthetic.Based on the dual attributes,the moral problems reflected from many negative phenomena in current domestic TV entertainment programs is that TV medias focus too much on their own commercial property and pursuit excessively commercial interests,but they ignore their public property that calls for moral responsibility.In this paper,based on the theory of media dual attributes and combining the history of Chinese television entertainment programs,we will discuss the lack of moral responsibility in current TV entertainment programs,analysis its causes and implementation mechanism.