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The Social Responsibility of New Media

Author: Ren
Tutor: QiFeng
School: Shanxi University
Course: Communication
Keywords: New media Social responsibility Cause of formation Countermeasures
CLC: G206
Type: Master's thesis
Year: 2011
Downloads: 261
Quote: 0
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There is broad consensus in the whole media industry circles and the academic circles that media should undertake the necessary social responsibility. With the development of science and technology, new media had an overwhelming advantageous position compare with traditional media. New media demonstrated its charm fully in the social platform while producing a series of questions which concerned by society. One of these questions is social responsibility of new media. After the Wenchuan Earthquake, new media’s social responsibility began to be pay attention. Confronted the donation from people and businesses, China’s traditional media took extensive coverage by television news first, then developed to public programs and took the necessary social responsibility."High-speed rail advertising" as the representative of new media, bring up an idea that give free publicity to those donated businesses. This public welfare action caused the thinking of industry and academic circles for new media’s social responsibility. The consideration and discussion on this topic has great significance to new media’s healthy development. It is also have meaning in control the spread of new media effectively.The research on new media’s social responsibility is still fresh in this territory. The information can be found only a few words in various advertising journals. The domestic research on this topic is so limited and has not formed a systematic yet. The article mainly expounds two concepts--redefine the new media and social responsibility, and classified the research of new media; Discussed the social responsibility of the new media, including the way of expression, characteristics, and the comparison of the social responsibility on new media with old media, in order to find their similarities and differences. From the angle of the audience, the new media itself and the social environment, analyze the reason of the new media’s social responsibility, find the methods and suggestions of how to play the new media’s social responsibility.This article composed by five parts.Introduction part describes the purpose and significance of the study, outlined the problem will solved in the article later, contents and research methods.The first chapter defines two concepts--the new media and social responsibility.The second part focuses on new media’s social responsibility, from the way of expression, characteristics and influence, clearly bring up an idea that social responsibility of new media should take.The third part from the angle of practicality and theoretical described and analyzed the reason why new media’s social responsibility produced.Chapter IV focuses on how to strengthen the social responsibility of the new media. There are four measures put forward. First of all, it is necessary to avoid weaknesses, play its vantages to maintain social order, and contribute to strengthening the media environment. The second is to raise the public’s media literacy. The third is to enhance the control of communication, to avoid the situation that "gatekeeper" are missing, and form a unique system. Fourth, we must strengthen the sense of responsibility of all the citizens. The media practitioners must to stick to their professional ethics. At last, the extensive media contacts should have a sense of mastership, undertake the social responsibility initiatively, and maintaining the new media environment.

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