China's news media has been facing the problem of honesty since it came into being. In recent years, the serious crisis of attacking honesty has implicated the media itself, the audience and many aspects of society. The reasons of media and practitioners themselves are the main reasons for the decline of media credibility. At the same time, objective social environment factors and digital factors are also important reasons for the decline of media credibility. The news media is indispensable. This research is based on the introduction of western rules and the reality of China to enhance the credibility of culture. Keywords: news media lack of integrity culture.