试论媒介企业作为“企业公民”的身份

On the Media's Identity as a Corporate Citizen

立足我国新闻出版传媒"转企改制"与产业化发展的背景,提出媒体应该具有"企业公民"的身份意识。"企业公民"的身份意味着需要充分考虑媒体的企业特性,同时,媒体作为"企业公民",不单纯体现在它作为企业对社会应尽的责任,还体现在它独具的对公民社会的建构责任。媒体具有"企业公民"的身份意识,既是适应新兴市场经济条件下为公民—消费者受众服务的需要,也是更好地承担社会责任、维护民主社会共同体的需要,有助于推动我国媒体的可持续、良性、健康发展,促进传媒产业的改革与发展。

The media may incorporate corporate citizenship in its identity during the development and transformation of China＇s media industry. Media, as a corporate citizen, showcases its responsibilities towards the society as a whole as well as to build a civil community. At the same time, we should encourage them to seek economic benefits by competing in the market economy as the main body. More than helping meet the citizens＇, i. e. the consumers＇ needs, this new identity awareness helps the media better fulfill its social obligation and defend democracy, which paves a sustainable, benign and healthy way for the reform and development of the media industry.