BEIJING -- The phone hacking scandal of the News of the World newspaper has seriously undermined credibility of the media and public faith in them. More alarming are the unusual connections between British politicians and media barons, particulary Rupert Murdoch.

Mass media are considered as an independent force that serves public interest. However, the scandal has shown that certain media outlets are doing the opposite.

For long and by fair means or foul, tabloids like media tycoon Murdoch's deceased News of the World have been exploiting every possible news clue to make their stories more interesting to the public. They have unscrupulously violated civil rights and privacy to retain circulation and lucrative market share.

In the world of British media, the illegal practices of bribing police, hiring private eyes, and hacking into individuals' mobile phones or email accounts are hardly something new. To survive the cut-throat competition, reporters were often encouraged to engage with these malpractices.

Ian Kirby, former political editor of the News of the World, said the newspaper was routinely intercepting the voicemails of the editor of other papers to get news leads. "We've got to get good stories," he said.

Meanwhile, the hacking scandal has also exposed the chummy connections between Murdorch's powerful media empire and UK's vote-begging politicians.

As BBC has reported, British Prime Minister David Cameron has received Murdoch's executives for 26 times in his mansion at No.10 Downing Street since taking office 15 months ago. The recent arrest of Cameron's former communication chief Andy Coulson over the phone hacking allegations also openly humiliated his cabinet and overshadowed his political career.

British politicians rely largely on the country's media outlets to keep in touch with ordinary voters. Thus they have to nurture a close relationship with the press.

Facing mounting public accusations, Cameron vowed to take decisive action to investigate into the wrongdoing of the newspaper and relations between politicians, the media and police. However, it's difficult to believe that years of the intimate relationship could be totally dumped overnight.

Moreover, as long as the shameful culture in British media circle does not start to change, it may never be enough to soothe the public rage, end these unlawful practices and repair the damaged public trust.