从“凯利事件”看BBC的公信力体系  

On BBC's general trust system

作　　者：张昆[1] 杨林[1] 

机构地区：[1]武汉大学新闻与传播学院,武汉430077

出　　处：《国际新闻界》2004年第5期5-10,共6页Chinese Journal of Journalism & Communication

摘　　要：在竞争激烈的新闻市场 ,公信力成为大众媒介重要的无形资产和竞争资源 ,是媒介产品的信誉保证。它是大众媒介在传播过程中通过客观、公正的报道和评论以及与社会系统的互动 ,在受众心里形成的对媒介的信任度、忠诚度和影响力。公信力不能简单地用视听率来解释 ,它应该是一个完整而严密的信誉保证体系。从“凯利事件”可以看出 ,BBC的公信力与“皇家约章”、视听费制度 ,客观、公正的报道原则以及在公共关系方面的努力密切相关。英国与中国国情不同 。In face of the fierce competition in the media market, the general trust has become an important invisible asset and resource for mass media to survive the competition. The general trust system means trust, loyalty and effectiveness in readers' and audiences' mind through media's impartial and objective report and commentary as well as the interaction of social system. But the general trust could not be simply explained by the audience rating, it should be an integrated and close system of prestige guarantee. From BBC's general trust system, the paper discusses some enlightening guidance and reference to the mass media in China to set up their general trust system.

关 键 词：BBC 英国广播公司 公信力体系 情报官员 凯利自杀 新闻报道 

分 类 号：G229.561[文化科学]