媒体广告经营的社会责任

Responsibility of Media Running Ads

媒体广告经营部门不仅要追求经济效益,还需要承担社会责任,经济效益与社会责任并不矛盾,两者的和谐统一,会形成良性循环,促进媒体长期可持续发展。本文以中央电视台广告经营为例,具体分析了媒体如何承担行业责任,推动行业成长;如何承担经济责任,助推经济发展;如何承担社会责任,促进社会进步。

Media advertisement management departments should not only pursue economic benefit, but also assume social responsibility. Economic benefit and social responsibility are not conflicting. Their harmonious unity will take the form of a virtuous circle, and promote media long-term sustainable development. This article takes CCTV advertisement management as an example, makes a concrete analysis of how media assume industry responsibility and promote industry development, assume economic responsibility and advance economic development, assume social responsibility and accererate social progress.