Research Of The Social Responsibility And The Gestalt Competitiveness In Newspaper Industry

As a public product,newspaper products play an important role in the development of newspaper industry.And they have a significant and far-reaching impact on social development and play a value and function that other forces can not replace.How to realize the social responsibility of newspapers and alleviate the crisis of newspaper development is a problem worthy of further study.Based on the theory of social responsibility and the theory of competitiveness,this paper constructs a social responsibility and Gestalt competitiveness evaluation system by selecting 50 typical Chinese newspapers as the object of assessment of its social responsibility level and Gestalt competition in 2015.This paper tries to study how the social responsibility of newspaper affects the competitiveness and the mechanism of Gestalt,and provides an important perspective for understanding and promoting the competitive power of Gestalt from the angle of social responsibility.Besides,how to enhance the competitiveness of its Gestalt and promote its healthy development is of great significance.After the relevant research,the main conclusions are as follows:First,the construction and evaluation of the social responsibility evaluation index system.In this part,the research task should be guided by the principle of operability,systematization,uniqueness,simplicity,combination of dynamic and static.The social responsibility of newspapers mainly consists of news information,economic responsibility,society efficiency and professional ethics and other four elements.The AHP-entropy evaluation method is used to classify these four factors as first-class indicators and then divide them into second-level indicators to construct the evaluation index system of social responsibility.First-class indicators correspond to the second-level indicator of the economic responsibility of the newspaper size,return on net assets,the annual profit rate,annualized profit margin,market share;first-class indicators corresponding to the social benefits of the secondary indicators are the number of audiences,decision-making influence,entertainment,cultural heritage,public construction;level indicators corresponding to the secondary indicators are false professional news,paid news and violations copyright.This paper evaluates the 50 most representative newspapers in China by using the constructed social responsibility evaluation index system and obtains the social responsibility first-level index information,economic responsibility,social benefit and social responsibility of the 50 representative newspapers in 2015 respectively.It was found that People's Daily's Social Responsibility Index of the newspaper was the highest,with a value of 0.91,indicating that the People's Daily,the first party newspaper,had the highest social responsibility.However,the lowest Social Responsibility Index for the Basketball Herald,Southern Metropolis Daily and Chongqing Morning News,the index value of 0.69.The difference between the highest and the lowest values was 22 points.Second,the construction and evaluation of the evaluation index system of the competitive power of Gestalt.In this part,we argue that the evaluation index system for the construction of GTA should follow general principles and special principles.The general principles are comprehensive,objective,normative,scientific,concise and measurable.While the special principles include the dynamic principle,the principle of service and double-effect principle.The corresponding construction steps are as follows: the connotation analysis of the competitiveness of the newspaper Gestalt,the determination of the evaluation target,the choice of the index element dimension,the evaluation index system inspection and amendment.There are four sub-systems and 15 evaluation indexes in the evaluation system of GTA competitiveness,among which 4 subsystems are basic ability,development ability,influence ability and innovation ability.Based on the above evaluation index system,the paper evaluates the 50 most representative newspapers in China,we obtain the observational value of the GTA competitiveness index and the corresponding Gestalt competitiveness index for the 50 newspapers in 2015.The highest score for the GTA was People's Daily,with a value of 0.92,indicating that the People's Daily's Gestalt Competitiveness was the strongest among the 50 selected newspapers as the first party newspaper.However,the Gestalt competitiveness index for the lowest real estate is 0.64,so the highest and lowest Gestalt competitiveness index difference of nearly 30 points.Thirdly,the relationship between the social responsibility of newspaper industry and the competitive power of Gestalt.This part of the overall study found that the higher the social responsibility of newspapers can significantly improve the competitiveness of the newspaper Gestalt.After univariate correlation test and multivariate regression analysis,it was found that the social responsibility index of the newspaper has a significant positive correlation with the competitiveness of the Gestalt.Among the constituent elements of newspaper social responsibility,the return on net assets,market share,profit rate and newspaper scale,which represent the economic responsibility of the newspaper,are significantly related to the newspapers' competitive power.The larger the economic responsibility of the newspaper is,the greater competitiveness of the Gestalt is;the number of the audience to represent the social benefits of the newspaper,entertainment and decision-making influence indicators are also significantly positive correlation with the competitiveness of the Gestalt,the social benefits of the newspaper the better,the higher the competitiveness of the Gestalt;The timeliness index and the criticality index which represent the news information are also positively related to the competitive power of the Gestalt,that is,the more timely and more critical the information provided by the newspaper,the higher the competitiveness of the Gestalt;The negative correlation between false news reporting rate and the competitiveness of the Gestalt is that the more false press reports are reported,the lower the professional ethics level is,and the lower the competitiveness of the Gestalt is.The level of professional ethics is conducive to enhance the competitiveness of the Gestalt.Fourth,the level of social responsibility to improve the level of newspaper industry Gestalt competitiveness of the role of the mechanism and role of path.This part of the study found that the social responsibility to enhance the competitiveness of the role of Gestalt can be summed up as follows: social responsibility in the press by the impact of professional ethics of information and information,and then together with the role of news and information in the newspaper economic responsibility and social benefits.Secondly,from the economic responsibility and social benefits of the newspaper,respectively,one from the pursuit of economic responsibility by the newspaper industry to enhance the basic ability,innovation and development capabilities,and ultimately improve the competitiveness of the Gestalt;The pursuit of social benefits by enhancing the development capacity and influence of the press,and ultimately improve the competitiveness of the newspaper Gestalt.According to its mechanism of action to further study the social responsibility of newspaper industry to enhance the specific role of Gestalt competition path,found its role in the path of 15.These paths can be divided into four categories: economic responsibility path starting from economic responsibility,social benefit path starting from social benefit,news information path starting from news information and professional ethics path starting from professional ethics.They are a total of three economic responsibility path,a total of two social benefits path,a total of five news and information path,a total of five professional ethics path.In its mechanism of action,there are three significant nodes,namely,economic responsibility,social benefits and news information.Thus,the role of the path through the three nodes derived from a number of action path.The newspaper industry,both the industrial and cultural attributes,is a very unique industry,although very focused,but the study is very hard,and has less effective research.The innovation of this paper is to construct the social responsibility and the Gestalt competitiveness evaluation index system in newspaper industry,and to evaluate the index of the most representative 50 newspapers in China,which gives a new perspective in understanding the current situation and the development of Chinese newspaper industry.This paper not only clarifies in theory of the newspaper social responsibility and newspaper Gestalt competitiveness on promotion and restriction relationship,but also introduces quantitative method,such as mathematical statistics,in the study of social responsibility and competitiveness of Gestalt.On the one hand,this study shows the intuitive association degree of the newspaper social responsibility and the newspaper Gestalt competitiveness,on the other hand,builds a structure model of the newspaper social responsibility to promote and enhance the newspaper Gestalt competitiveness,explores and reveals the function mechanism,effective path,and active mode,of the newspaper social responsibility promoting it's Gestalt competitiveness.The overall study found that the higher the level of newspaper social responsibility can effectively enhance the competitiveness of the newspaper Gestalt.In particular,the higher the level of economic responsibility of newspaper,better social benefits and higher quality of news information and high professional ethics,can effectively enhance the competitiveness of its Gestalt.Thus,the conclusion suggests that we can use various strategies to improve the newspaper's social responsibility,social benefits,information quality and professional ethics to enhance the competitiveness of the newspaper's Gestalt,which will ultimately contribute to the continued prosperity and development of the newspaper industry.