大众传播的导向责任

Orientation Responsibility of Mass Communication

大众传播承担着重大的社会责任和导向责任,必须具有对社会的强烈责任感,对正义事业的责任感,对人民群众和国家民族的责任感。从三个方面进行了论述,认为大众传播者既是信息的输送者,又是信息的把关人,他们在为受众提供必要信息的同时,指导受众在信息选择中避免失误,表明信息传播者与受众在传播效果的追求上是一致的,这正是传播者所要承担的主体责任;大众媒介在提供的信息中总是赋予了一定的观念或价值指向,不会不影响受众对现实世界的认识、思考和理解,也不会不影响受众的行为。因此,大众传播必须把提高公信力放在首位;同时,大众传播还受社会的控制和约束,政府通过限制、管理、协助和参与等方法,通过法律手段、经济手段和行政手段对媒体实施干预或制约,其目的是为媒体创造一个良好的运作环境,以保证大众传播得以健康和有效发展。

As mass Communication assumes an important social responsibility and orientation responsibility, it has to get a strong social responsibility feeling, a responsibility feeling for just cause and a responsibility feeling for the people,state and nation. The paper has made a discussion from three aspects, holding that the mass communicators are both the information transmitters, and the information checkers. While they provide the required information to the audience, they direct them to avert mistakes in selecting information, indicating that the information communicators and audience are coincident in the pursuance of communication results. This is just the main body responsibility the communicators should assume. In the information provided by the mass media, ue direction, which will be certain to influence the recognition, mass media are always endowed with a given idea or valthinking and understanding of the audience about the real world, and the behavior of the audience. As a result, it must be put in the first place to enhance the public faith force. Meanwhile, mass communication is also subject to social control and constraint. The government imposes intervention or restriction onto the media by law means, economic means and administrative means with a purpose of creating a good operating environment for the media to ensure the sound and effective development of mass communication.