Research On The Practical Dilemma Of China's Social Responsibility And Countermeasures

In the early 20th century,Corporate Social Responsibility(CSR)was discussed and studied in the United States.Until now,CSR has been generally recognized by all sectors of society.Nowadays,in China,both the government,academia and industry have attached great importance to the undertaking of CSR,and the results are obvious.The media is the core industry of the cultural industry and deserves to shoulder more social responsibility.Among the many criticisms of the media,the most frequently used term by the public is "irresponsibility",while the academic community uses academic terms such as "lack of responsibility".This thesis analyzes the social responsibility performance of China's media based on the three national standards,the Guide to Social Responsibility,the Guide to the Preparation of Social Responsibility Reports,and the Guide to Social Responsibility Performance Classification,respectively.The study found that China's media social responsibility has a narrow concept and generalized content,which has led to a deep dilemma of unsatisfactory results in both the professional assessment by external thirdparty organizations and the self-evaluation of internal media social reports,which are reflected in the decreasing scores of responsibility measurement for general enterprises,online media and traditional media,and the decreasing quantification of responsibility reports for general enterprises,online media and traditional media,in that order.In view of the dilemmas in the process of fulfilling social responsibility in China's media,the author proposes countermeasures and suggestions from three aspects: media social responsibility theory,media social responsibility report and media social responsibility measurement,hoping to provide some insights for the media to better assume social responsibility.