The consumerism trend to realize the ism ： news authenticity. So analysis of effects of maximized profits is eroding the basic principle of news professionconsumerism on the news authenticity, the tendency of vulgarization of enterainment news in the profit - oriented society is of gteat help to strengthe the news in the consumerism environment, to raise the mass media awareness sumption orientation so as to control its negative influence. n and consolidate the authenticity of of the powerful function of the com-sumption orientation so as to control its negative influence.%当今社会以实现利益最大化的消费主义思潮正在侵蚀新闻专业主义最基本的原则—新闻真实性。分析消费主义对新闻真实性的影响，及在经济效益的逼迫下娱乐新闻产生低俗化、庸俗化的动向，加强在消费主义环境下新闻真实性的坚守，提出大众传播应意识到的消费导向的强大功能，从而控制其负面影响。
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