The media sphere of credibility

Professional conduct is the cornerstone of journalists' credibility.

Credibility, as a kind of intangible asset, is formed by the media over a long period of time, reflecting the authority of a media's existence, its credibility in the society and its influence on the public. Media without credibility will eventually lose its vitality and be despised by the audience.

The concept of media credibility has been used for a relatively short period of time in China, and there is no unified definition of it. 1999, Huang Xiaofang defined "credibility" in "Credibility and Media Authority" as "the media's authority and credibility, which is formed in the long term development, and has a wide range of authority and credibility in the society, and is widely recognized by the public. In "Credibility and Media Authority", credibility is defined as "the media's own charisma which has been accumulated over a long period of time, has wide authority and credibility in the society, and has far-reaching influence on the audience", which is an early article in the field of journalism and communication to propose the concept of credibility.　　With the development of audience research, more scholars study media credibility from the perspective of the audience. I agree with Zheng Guan, Tang Yuanqing in the "test the credibility of the news media" definition: the credibility of the news media is the ability of the news media to gain the trust of the audience, reflecting the news media to the main body of the news as a product of information recognized by the audience, trust and even the degree of praise.　　From this, we can see that the core of "credibility" is trust, trust, and the subject of this trust is the audience, and media credibility is built on the basis of the audience's experience and recognition of the media's credit. It is an indisputable fact that audience is the basic issue of media. Newspaper, radio, television, network, without the audience can not survive and develop, especially in today's era of audience choice, the media competition is the war for the audience. The media is the main body of information dissemination, the audience is the main body of evaluation of the media effect, is the main body of evaluation of media credibility.