“公信力”是媒介得以安身立命的重要因素,当前我国媒介存在着“公信力”缺失的问题,这其中既有社会因素,也有媒介自身原因。找出原因找准对策将有利于媒介健康长远的发展。 “Credibility ” is an important factor for the media to make its own life. At present, there is a problem of lack of “credibility ” in the media of our country. There are both social factors and media’s own reasons. To find out the reason to find out the countermeasures will be conducive to the long-term development of media health.