Abstract: With the rapid development of Internet technology,the information dissemination channels diversified increasingly, the amount of information showed an explosive surge, at the same time, media competition in the context of market economy has also intensified. In this context of media transformation, the confusion of “Urgent Attribution” in news reports has become increasingly prominent and serious. In other words, in order to pursue a deeper level of content with character in the era of market, the media is eager to identify or blame the incident for some reasons without investigation, which is leading to the attribution dislocation because of subjeitive opinion, or even the public opinion bias. Therefore, we need to conduct in depth study of such phenomena to control and avoid them scientifically.

Key words: “Urgent Attribution”, media transformation, public opinion guidance