我国传媒行业社会责任报告分析——基于A股上市公司视角

Analysis on Social Responsibility Report of Media Industry in China——Based on the Perspective of A Share Listed Companies

传媒行业对坚持正确的舆论导向和弘扬主流社会价值观具有决定作用,拥有独特的文化使命及社会责任。从社会责任报告参考标准、披露数量和质量等方面对我国传媒行业上市公司社会责任报告进行分析,发现传媒行业社会责任报告披露内容整体质量偏低、报告形式不统一、同行业间可比性低且存在明显"羊群效应",在社会意识方面存在忽视文化使命、偏离主流价值观、缺乏内外部的管理监督机制等问题,进而提出提高社会责任意识、强化政府及有关部门监管和完善社会责任信息披露制度的对策建议,以期促进传媒行业社会责任报告的可持续发展。

Media industry plays a decisive role in adhering to the correct direction of public opinion and carrying forward the main?stream social values,and has a unique cultural mission and social responsibility.Through the analysis of the reference standards,the disclosure quantity and quality of the social responsibility reports of listed companies in the media industry in China,the dissertation discusses that most of the media industry′s social responsibility reports have lower quality disclosures,non-uniform reporting forms,similar industry data and obvious"herd effect".There are some problems in the aspect of social consciousness such as ignoring cultural mission,deviating mainstream values and lack of internal and external management and supervision mechanisms.In order to promote the sustainable development of the social responsibility report in the media industry,it put forward some suggestions on how to raise awareness of social responsibility and strengthen the government and relevant departments′regulation and improve the system of social responsibility information disclosure.