全媒体时代主流媒体履行社会责任的传播创新机制

Communication Innovation Mechanism for Mainstream Media to Fulfill Social Responsibility in the Era of Omnimedia

在回溯描绘媒体社会责任传播创新实践的过程中,本文主要分析11家主流媒体42份媒体社会责任报告经验材料的两类问题:一是界定并论述"什么是媒体社会责任";二是围绕"媒体社会责任"所展开的媒体传播创新实践活动。本文试图回答:全媒体时代媒体如何创新性地履行媒体社会责任?本文将采用清晰集定性比较分析方法(cs-QCA)的质化实证研究,从评价主体、指标体系量化标准、评价范围、评价结果等方面系统考察主流媒体社会责任传播实践得以创新实现的成因,创新因子间互动关系、可能性条件组合,以及如何通过成因组合激发媒体社会责任的创新实践。我国主流传媒业的创新改革充分倡导和规范社会责任的传播实践,一方面依靠新闻理想和制度机制等人为措施;另一方面从技术逻辑出发,严格科技程序的无声强制演变,抛弃利益纠葛。

In the process of retrospective depicting the communication innovation of media social responsibility,this paper mainly analyzes two kinds of empirical materials of 42 reports on media social responsibility from 11 mainstream media:one is to define and discuss"what is media social responsibility";The second is the practice of media innovation centering on"social responsibility of media".This paper attempts to answer the question:in the age ofomnimedia,how can the media innovatively fulfill the social responsibility of media communication practice?This paper will adopt a clear set of qualitative comparative analysis method(cs-QCA)qualitative empirical research,from the evaluation main body,index system of quantitative standard and the evaluation scope,evaluation results and so on study of the mainstream media social responsibility how to implement the cause of innovative communication practice,as well as the interactive relationship between innovation factors,possibility condition combination,and how to through the genetic combination stimulate the innovation of the media social responsibility practice.Through the innovation reform of C hina’s mainstream media industry,we fully advocate and regulate the communication practice of social responsibility.On the one hand,we rely on artificial measures such as news ideal and system mechanism;on the other hand,we start from the logic of technology,the silent and compulsory evolution of strict scientific and technological procedures,and abandon the thorough reform of interest entanglement.