Research On Our Media's Lack Of Social Responsibility From The Perspective Of Media Ecology

With the development of the society and the progress of science and technology, our journalism gained unprecedented huge development, the mass media penetrated into all aspects and every corner of people's life; it is becoming the main basis for people's awareness of the external environment and build value system, it can be said that the media is playing an increasingly important role in people's life, and its commitment to social responsibility is also increasingly significant. Media's social responsibility is not static; it is closely related to the media environment. With the changes of the media environment, media's social responsibility is also showing different characteristics, media fulfillment of social responsibility and social reality inevitably arise various uncoordinated if you do not pay attention to the current media environment. A variety of imbalance factors in the current media environment can also cause lack of media's social responsibility. For the emerging issues in our news dissemination activities at present, this article will inspect the issues of the media's lack of social responsibility on the perspective of media ecology, this is also the starting point of this study.Communication scholars believe that, study the phenomenon of contemporary media and communication issues with the principles and methods of ecology is the most effective method in all social sciences research methods. In view of the close ties between the media ecology and media social responsibility, the media's lack of social responsibility is placed in the context of our media ecology in this paper, and conduct a more comprehensive study and analysis using the basic theory of media ecology.The article first discusses the relationship between the media ecology and the media ecological factors of political, economic, cultural and technologies with the media's social responsibility; and found that they established a close link after the game and the interaction,we also needs a relative balance in the perspective of media ecology studies the social responsibility of the media. Then the author analyzes the basic characteristics of media ecology at the present stage, and media's social responsibility in the new media environment, that is our media should faithfully serve the audience, to supervise the public right, and maintain the public order and morals of society. On this basis, the paper studies the problems of media's social responsibility at this stage——information absence in the media services for audiences, behavior anomie in media supervision, and media communications misplaced in maintenance of public order and good morals. The article analyzed reasons of media's lack of social responsibility from internal causes and external constraints, then ponder the media to fulfill their social responsibility from the internal environment and the external environment. The author believes the media to better fulfill their social responsibilities at this stage need to start from both the internal environment and the external environment of media. Study from the internal environment of media, the media should be focus on their own strategic management, improve the management of media's mechanisms, and strengthen personnel management of media, so as to promote the sound development of the internal media. Study from the external environment of media, accelerate political reform and the legislative process, streamline media economic operation mechanism and strengthening supervision from outside, they will help the media to better fulfill their social responsibility. It is hopes that these feasible solutions can provide help for our media to better fulfill their social responsibilities, and provide some references for the healthy development of the media and society.