Covering advertising fees: public opinion mobilization and moral game in media rights protection

Author: Liu Haiming (Professor and PhD instructor of Chongqing University School of Journalism); Wang Yi (Master of Journalism of Chongqing University)

Source: "Youth Reporter", No. 13, 2022

Under the huge impact of the new media, the advertising market of the paper media overall is a cliff -like decline. After the advertisement was published, the difficulty of recovering advertising costs from advertisers to advertisers could not be ignored. Many media institutions have stated in advance that "see the payment", and the "payment first and then advertising" has become a convention. However, in the actual operation of establishing a contract relationship with advertisers, some media institutions have no chapters. In the process of contract performance, it is not uncommon for advertisers to repay the advertising fee or refuse to pay the advertising fee on the grounds of poor advertising effects. Media institutions recovered the related announcement of advertising fees and repeatedly appeared on newspapers. Many media agencies seeking social support through public opinion mobilization to achieve rights protection. However, there is a ethical game between this moral behavior of media agencies and their moral concepts, which often eliminate its publicity.

Media institutions use the action logic of public opinion rights protection

From a behavioral point of view, after the contractual relationship was destroyed during the media operation process, many media institutions did not choose to recover advertising fees through judicial channels, but to achieve the purpose of rights protection with the help of public opinion. Reflecting the rationality of media institutions to recover the behavior of advertising expenses should fully understand the action logic of media institutions with the help of public opinion rights protection.

(1) Correction of interests: expression of a question of rights protection. American philosopher Davidson believes that motivation can promote the subject of behavior based on rational judgment and to make specific behaviors on the purpose of desire. The main desire of the behavior and the beliefs of the means of achieving the purpose constitute a specific behavior. In the perspective of economics, the media industry, as an important part of my country's cultural industry, has continuously promoted the development of the market economy. Media institutions can be regarded as the economic subject in the capital market, and the purpose of its desire is to maximize its own interests. In order to achieve the purpose of recovering advertising fees, media institutions adopt the means of recovery of public opinion mobilization. The most direct motivation for their behavior is to safeguard their legitimate rights and interests.

The use of public opinion to carry out rights protection by public opinion is the rational choice of cost and income under the conflict of interest. When its own rights and interests are damaged, media agencies can usually recover advertising fees through legal channels, and choose to negotiate with advertisers to resolve, file lawsuits or arbitration procedures, etc., but the cost of rights protection in these methods is generally high, and the procedures are more complicated. The procedures are more complicated. In addition to a certain economic cost, the media workers and advertisers have paid for and experienced the time and labor costs in the process of long -term litigation periods. In addition, if the corporate repayment with the media with the media is insufficient, the media may not be able to be resolved in substantially even if the media resorted to the law.

(2) Dialogue game: a self -default of a media right. As a public discourse space with dialogue, the media re -distributes the rights by changing the main body of the control information, the way to distribute information, and the way to change information, providing interactive channels for the exchange between the government and the public. A real -time social incidents of media agencies with agenda settings are the basis for building public opinion. Media institutions generally take the responsibility of representatives, understanding and guiding public opinion, satisfy the public's desire to reflect and express their self -needs, provide a stage of communication for public opinion, and play important functions in the public opinion field.

With the increasing development of social media and media technologies, media agencies that have ears and people's ears and mouthpieces have accelerated the process of deep integration to consolidate the right to speak. The right to speak makes the media's remarks have sufficient influence and credibility, thereby having the ability to affect other acts. Once the contractual relationship is destroyed, in order to obtain public understanding and public opinion support, both parties with contractual relationships often play discourse games in the public field of public opinion, and explain the legitimacy and legitimacy of their behavior to the public with their own rights. If the media agency is positioned as a subject of rights, since the media represents public opinion, it seems that from the position of the media institution to say something for themselves, and the right to point to the self -defending self -defending self -protection.

(3) Contract recognition: a spiritual transmission of a moral force. The reason why media rights protection information can arouse the widespread attention and sharing demands of opinion leaders and the public is the strong reason for the audience to recognize the mainstream values ​​of society. In the mainstream values ​​of my country's society, the spirit of contract is a moral spirit. Observing the spirit of the contract is an important part of public moral construction. However, the weakening of moral constraints causes some of the contractual subject motivation to be extremely self -interest for some of the contractual behaviors. The destruction of contractual relationships will cause the interest relationship between contract subjects to imbalance, and then damage the market efficiency of the contract society. Media institutions are deeply aware that only the social responsibility of promoting the mainstream values ​​of society and conveying morality, and improving the awareness of market entities to obey the spirit of the contract can we promote the healthy development of the market economy.

In the recovery of advertising fees for media agencies, the public often has a basic consistent attitude and opinion on this moral event. Advertising owners who arrears advertising fees will be questioned by the public as the non -righteous party who violates the spirit of the contract and forms public opinion. Under the pressure of public opinion, those advertisers who attach importance to market reputation and social recognition will repay the advertising fee in order to avoid or make up for the consequences of the exposure. On the one hand, media rights protection incidents drive other media agencies to recover advertising fees to actively protect their rights, and on the other hand, they wake up other advertisers with arrears of advertising fees. In the process, the individuals of contract consciousness can be deeply provinced and self -provincial from the public opinion of media rights protection incidents. As a result, media agencies have fulfilled the social responsibilities of public opinion guidance and ideological education in virtue, making the moral spirit more popular. Public opinion mobilization strategy in media rights protection

After the advertising contract relationship is destroyed, the media agency uses the means of public opinion mobilization to recover the advertising fee. This process often has flexible strategy.

(1) Aired setting: Opinion leaders guide public opinion. At present, there is a huge change in my country's media ecology. Although the ability to set up the traditional media agenda is subject to multiple factors, it still plays a certain practical role in the network environment and can have a significant impact on the public agenda. The agenda setting of public opinion mobilization mainly includes the initiative of rights protection issues and the spread of rights protection issues. The main purpose is to set the apparentness of the agenda to influence the rights protection incident, increase the exposure of rights protection incidents to attract public attention, and make it the focus of public opinion. This is the first part of the media agency to take advantage of public opinion rights to play an important role in the process of public opinion mobilization. The media agency as the main body of rights protection first exposed advertisers in arrears of advertising fees by publishing announcements and news reports. Other media institutions have reported on this news incident, describing relevant information in a certain framework, and will to advertise to advertisements to advertisements in a certain framework. The right to return to the advertising fee is set to be a media issue. Media institutions can significantly increase the public's attention to the incident in a short period of time. In the new media platform, the leaders represented by the Weibo of Weibo D, Baijia, and other self -media leaders in various circles have the initiative and discourse rights of public opinion mobilization. Rights protection incidents express views and opinions. The participation of the opinion leader has further fermented the news incident, attracted more and more audiences to watch and discussed the issues, and promoted the rise of the interests of media institutions to public issues. Those advertisers who lack the spirit of contract were under tremendous pressure of public opinion, which forced them to respond to media demands and eventually fulfill the advertising contract.

(2) Emotional narrative: Emotional infection is excited. Media institutions are closely linked to emotional narratives with the help of public opinion rights protection. McComs and Xiao involved the factor of emotion when the research agenda setting theory. They believe that the emotional attributes in media reports can have a significant impact on the public's emotional attributes. In the media rights protection incident, media agencies that dominate the media field as the main body of rights protection, creating and rendering their own weak identity of their honesty and trustworthy, paying attention to the contract but recovering the advertising fee The public's awareness, attitude and evaluation of media rights protection incidents arouse the understanding and support of mobilizing objects, thereby achieving public opinion mobilization. Acts such as "debt owed" such as "debt" are a common type of social contradictions and disputes, and integrity performance is a moral principle of general recognition in society. Many opinion leaders reposted related reports on advertisers in arrears of advertising fees for advertisers, and they will also quote the hardships of the rights protection process of media institutions. "". The emotional tendencies of these contents of text and discourse expression are more obvious. They have strong emotional appeal, which can resonate with the public's rights protection of media institutions, stimulate the public's condemnation of dishonesty enterprises, support to media institutions, and social fairness and justice. Basic emotions such as guardianship. Media institutions arouse the public's emotional resonance and moral demands through this emotional narrative, in order to win the empathy and support of the general public, thereby promoting the fermentation of public opinion. This mobilization method has touched the public's emotions and psychology, and can further expand the public opinion influence and communication effect of the topic of rights protection.

(3) Field expansion: Fusion of multiple communication channels. Media institutions often use multiple channels to communicate rights protection demands. Many traditional media published a cash announcement on the published newspaper layout. Through the text content, the advertisers who violated the spirit of the contract were directly discussed. There are also some media agencies in line with the wave of media integration to expand the channels of communication. The low thresholds and technical advantages of the new media provide the public space for the media and the public to discuss discussions, which greatly reduces the cost of media institutions to set up the agenda and the public expression of the public. platform. Compared with traditional media, public opinion mobilization has been more concerned and has a wider influence through new media. As a result, the common force of traditional media and social media has promoted the integration of each other's public opinion field, and it is more conducive to media institutions to carry out public opinion guidance and consensus mobilization. In the process of using public opinion rights protection, media agencies often adopt a certain communication strategy in order to attract the public's attention in a short period of time. With the help of pictures, text, video and other media expressions, the mellow virus spreads in the mobilization of public opinion to achieve the efficient information rate. diffusion. So the audience spontaneously shared and forwarded through their own interpersonal circles. In the process, the information rapidly fission -type spread. More public participation in the agenda set by media institutions, the views and opinions on the recovery of advertising fees for media institutions have spread continuously. Come on, form a strong power of public opinion. Media institutions have published rights protection information through multiple channels, and the audience is more extensive, which is conducive to creating a suitable public opinion mobilization environment, and the communication effect is more significant. The moral game of media rights and public interests

The right to speak of the media is usually pointing to the outside world, and in the media agency, in the incident of public opinion rights protection, media agencies point to themselves. Whether this behavior is justice and legitimacy, the ethical issues behind it are worth pondering.

(1) Public news and self -interest media. The news has significant publicity since its birth. Professional news agencies are engaged in news communication activities based on the public as the audience and through public communication media, and bear public service liability to spread public information and promote public discussion. However, the publicity of the news is facing some realistic dilemma. On the one hand, the right to communicate as a public right, shared by the public, but the number of members of all society and a wide range of distribution. In actual operation, it can only be exercised by the media representatives. There is a separation from the actor. The media practitioners who have the right to communicate the right to communicate are limited by personal interests and the overall interests of their affiliated media institutions, which may make this public rights a guise of seeking private rights. On the other hand, in the process of media marketization, news media inevitably faced the oppositional unity of career attributes and industrial attributes. As the main body of social interests, media institutions need a certain economic source to support their own survival and development, and often have self -interest motivation and behavior. At the same time, some media practitioners have weakened professional ethics and professional concepts. In this case, they can only rely on media self -discipline to fulfill this public responsibility. The objective, authentic, fair, and comprehensively giving media institutions in the pursuit of news reports gives media institutions, and media practitioners are inevitable as natural persons. There are certain contradictions between public news and self -interest media. The media The self -interest of the organization has disappeared the publicity of the news to a certain extent. In the recovery of advertising fees, media institutions set up agenda and guide public opinion for a private motivation.

(2) Public opinion theory and theory of public opinion. Kant distinguished the "means" and "purpose" in "Pure Critique". He believes that will be the basis for the main body of action to act in accordance with the appearance of certain rules in accordance with the appearance of certain rules. In social practice, the means and purpose are a complementary relationship. The prerequisite for existence between the two is neither separated from the purpose, nor the purpose of getting away from the means. So, what is the theory of public opinion and the purpose of public opinion? In short, the purpose of public opinion believes that the purpose of media institutions to carry out journalism is to form public opinion and guide public opinion. This is a kind of will to be achieved by media institutions. This carrier of public opinion, through certain methods and methods to achieve its ideological orientation, social control, public opinion supervision, etc., this view seems to provide a legitimate explanation for media institutions to use public opinion rights protection. Public opinion is a means or purpose, mainly depending on the behavioral motivation and justice of the subject of behavior. For the purpose of a certain justice, whether it can sacrifice the justice of means, this issue has aroused widespread discussion of utilitarian and obligations. In the media agency's right to protect the rights protection of public opinion, media agencies recover advertising fees, expose the behavior of advertisers to destroy the contract relationship, and maintain the basic interests of the agreement in the contract. Whether the means of self -interest is justice, people with different positions may hold different justice claims.

(3) The motivation is out of obligation and self -interest. Kant proposed the concept of "obligation", and obligations can be divided into obligation and obligations. In order to distinguish between these two situations, Kant believes that only the act of obligations has moral value; and obligations can often be understood as a hobby, and it does not have moral value. This proposition will be the only condition for judging whether a certain behavior has moral value for obligation. So what kind of behavior is from obligation? According to Kant's point of view, behaviors that have no interest in their own interests that originated from obligation motivation rather than derived from other motivations such as hobbies and emotions are out of obligation. In the process of behavior, the subject of behavior is purely to help others and improve the happiness of others. Obligation and other obligations, this is the act of obligation, and has pure morality. In the recovery of advertising fees, media institutions as actors do not act for their obligations, but are driven by other hobbies such as self -interest. Therefore The legitimacy mentioned. In this regard, in order to meet this morality, the behavior of media institutions should be approved by morality and out of obligation. Those behaviors that are motivated for self -interest should not be morally respected. Conclusion

In order to achieve the purpose of self -interest, the behavior of mobilization of public opinion is only in line with obligations, and it does not have moral value. Its self -interest and the publicity of the publicity point to a certain ethical contradiction. In this regard, media agencies should strengthen their own public nature, control their self -interest through media self -discipline within a certain limit, strengthen their sense of responsibility to serve public interests, and use news justice as a continuous ideal pursuit. In addition, you can refine the institutional rules and moral norms of the media institutions. Different media institutions should construct a reasonable business management model, and give public moral behavior while giving publicity, so as to promote the benign of the media industry and market order. develop.

Reference format for this article:

Liu Haiming, Wang Yi, recovering advertising fees: public opinion mobilization and moral game in media protection [J]. Young reporter, 2022 (13): 83-85.

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