网络媒体社会责任与商业利益的平衡

Balance Between Social Responsibilities and Commercial Profits of Online Media

为了生存,处于市场经济中的网络媒体,必须遵循效益原则,最大限度地谋取生存和发展的资本;而作为一定政治形态下的大众传媒,它又要履行相应的社会责任。目前网络传播中存在的主要问题是传播主体商业欲望的膨胀和社会责任的缺失。而平衡网络媒体社会责任与商业利益之间关系的途径是建立健全媒介管理的行政干预体系,加强网络空间的舆论引导,增加新闻报道中原创新闻和独家报道的分量,同时倡导网络媒体的行业自律。

In market economy, online media have to seek more gain for existence and development, on the other hand, as a kind of mass media exist in a political environment, they have to fulfill some social responsibilities. The dominating problem of online media is the pursuit of commercial profits has taken the place of the fulfillment of social responsibilities. The methods to balance the relationship between them are as follows: to build up administrative organizations for media management, to guide the public opinion in Website environments, to increase exclusive news,original news. And at last, the concept of self- discipline should be popularized among online media.