新媒体环境下媒体社会责任再辨析

Re-analysis of Media Social Responsibility in the New Media Environment

当新的媒体技术重构传播格局与社会形态时,媒体社会责任则面临新的考验与时代期许。中国既有的媒体社会责任话语是对传统新闻观念中党性原则与西方社会责任理论的兼收并蓄,而西方社会责任理论以自由主义理论为前提,以新闻专业主义为实现路径,既无法匹配中国发展现实,也在互联网时代遭遇冲击。重新审视中国媒体社会责任话语的生成与发展,应破除二元对立认知框架,从主体性转向主体间性,在与其他多元主体的互动、交往、对话中,成就新的主体性,实践公共性,履行社会责任。

When the new media technology reconstructs the communication pattern and social form, the media faces new challenges and the expectations of the times in terms of its social responsibility. China’s existing media social responsibility discourse is an eclectic combination of the party spirit principle in the Chinese traditional journalism and the Western social responsibility theory. The Western social responsibility theory is based on liberalism and uses the journalistic professionalism as the realization path, which does not match with the development reality of China and is also vulnerable to impact in the Internet era. Re-examining the generation and development of the Chinese media social responsibility discourse, we should discard the binary oppositional cognitive framework;turn from subjectivity to inter-subjectivity;and create new subjectivity, practice publicity, and fulfill social responsibilities during interaction, communication and dialogue with other pluralistic subjects.