A Study On The Lack Of Social Responsibility Of Media People In Urban TV

At present, with the continuous development of China’s marketization, social transformation and media reform is also been carried forward. As a tertiary industry,TV media is also of great importance in the process of market-oriented reform. After the economic constitution reformed from complete public institutions to “public institution, enterprise management” and then “parallel development of public welfare enterprises and operative industries ", vitality of TV media that was repressed in the era of planned economy can rebloom again. The economic benefits of the TV media have significantly improved, and enthusiasm of the TV media workers has also been stimulated. Meanwhile, system drawbacks existing for years have been gradually revealed in the process of market-oriented reforms, and coupled with the strong emergence of new media, the survival of the living of the TV media confronted great threat.In the impact of marketization, on the one hand, most of the TV media can actively make use of the advantages of the market, constantly adjust themselves and strengthen innovation to significantly improve their TV production and social responsibility. On the other hand, due to the increasingly fierce competition of media people’s own literacy and media organizations, some TV medias lack of social responsibility influenced by marketization and thus exert negative influence on public trust. This is particularly prominent in local TV stations with a more narrow living space.Therefore, this paper in the literature survey and comparative analysis based on,extensive field surveys and interviews, and from the analysis of the survey data media educators, media practitioners, the general public that social responsibility missing from TV media; and believes that recording programs with little connotation,money-oriented policies, the outdated management and lack of policy and legal constraintsare the main manifestations.And then the author analyses the main reasons for the missing of social responsibility as follows: the impact of market economy,transition of media system and the impact of new media and thus puts forward to establish and perfect the security mechanism, strengthen the cultivation mechanism and supervision mechanism for the social responsibility of TV media, to regulate the TV media’s social responsibility, and to find a balance point of economic benefit and social benefit for the city TV medias’ social responsibility.