媒介社会责任履行机制探讨

On Implementation Mechanisms of Social Responsibility of the Media

在新闻界建立起媒介社会责任履行机制的意义在于,用有效、普适的方式维持和规范媒介的新闻传播活动,使媒介成为真正对公众负责的媒介。其内涵是:基于共同体对于"责任"内涵的共识,由大众传媒组织或个人作为执行主体,社会为其义务方,媒介通过自觉维护新闻职业道德、追求专业主义的自律体系,履行应该承担的社会责任,同时在与政治、市场、公众和第三方机构互动中,接受问责与监督,以达到维护社会公共利益、保护受众目标的一种动态平衡机制。

To establish implementation mechanisms of social responsibility of the media in the press has the significance of maintaining and regulating the media information dissemination activities in an effective way and making media truly accountable to the public media.Its connotation is that based on consensus of community for 'responsibility' connotation,mass media organization or individual as implementation subject,society as its obligations party,media consciously maintenance news ethics,pursuit self-discipline system of professional doctrine,fulfil social responsibility should be assumed,while in the interactive activities with politics,market,public and the third parties,media should accept accountability and oversight to obtain a dynamic balance mechanism between maintaining social public interests and protecting targets of audiences.