平台型媒体社会责任治理:实证评价与理论证成

Governance of Social Responsibility in Platisher:Empirical Evaluation and Theoretical Proof

鉴于平台型媒体社会责任治理的合理性与必要性,采用“新媒体社会责任评价指标体系3.0”对5类典型的平台型媒体进行实证评价。整体来看,媒体微博平台、网络音频平台等媒体型平台社会责任治理情况较好,而县域融媒体平台、移动短视频平台等治理不佳,4个一级指标较上一年度除“协调沟通”外其余均出现下降。治理不佳的现状是由传播模式变革加速责任主体去中心化、平台垄断特性加速责任程度降维化、平台双边特性加速责任机制隐蔽化以及技术理性与媒介价值的失衡化带来的社会责任治理风险新趋向所导致的。研究进一步构建责任主体矩阵化、责任程度层级化、责任内容多元化和责任机制协调化为核心维度的治理构成层面,以此回应媒体社会责任新的时代考验与社会期许。

Given the rationality and necessity of social responsibility governance for platform based media,the“New Media Social Responsibility Evaluation Indicator System 3.0”was adopted to conduct empirical evaluation on five typical types of platform based media.Overall,the social responsibility governance of three types of media platforms,including Weibo,is good,while the governance of two types,including county-level integrated media,is poor.The four primary indicators,except for“coordination and communication”,have all decreased compared to the previous year.The current situation of poor governance is caused by the new trend of social responsibility governance risks:the transformation of communication models accelerates the decentralization of responsibility subjects,the monopoly characteristics of platforms accelerate the degree of responsibility reduction,the bilateral characteristics of platforms accelerate the concealment of responsibility mechanisms,and the imbalance between technological rationality and media value.The study further constructed a multi-dimensional governance dimension with responsibility subject matrix,responsibility degree hierarchy,responsibility content diversification,and responsibility mechanism coordination as the core dimensions,in response to the new era test and social expectations of media social responsibility.