Inductive Analysis Of The Scope Of The Concept Of Media Social Responsibility

With the development of the society, the form of mass media has become increasingly rich, which has penetrated into every corner of our daily life to change social ecological environment in unspectacular ways and influence the lifestyle, values and habit of thought of people. But at the same time a series of issues occur, such as false reports, bad advertisements, and the common practice of speculation as well as the prevailing of philistine, vulgar and nasty. They have exerted a baneful influence on the media. Under the circumstances of corporate social responsibility (CSR) receiving wide attention and emphasis from domestic and overseas, the emerging of those issues has made people start to attach great importance to the media, a social responsible body.Depending on an early stage theoretical analysis, the papar raises a practically verified research design within the scope of the concept of media social responsibility. It selects 115 sampling objects, investigates into the expected social responsibilities of the media by means of an open questionnaire combining interview and conversation, and concludes 9 dimensions of social responsibilities that shall be taken by the media in our country, namely, national mission, value guidance, information dissemination, cultural heritage and education, supervision, social progress, economic responsibility, entertainment, and morality vs. law. To further define the scope of media social responsibilities, the writer compares the relation among the social responsibilities of media in our country, corporations and western countries. The result shows that they have both similarities and differences. The discrepancy between media and corporate social responsibilies is primarily determined by their respective properties and functions while the diversity of those of Chinese and Western media is mainly caused by their dissimilariy in press system, identity and role, guiding principle and realization condition, etc.under different political systems and ideologies.In theory, to clearly define the concept dimensions of media social responsibilities is not only a supplementation and perfection for the media social responsibility theory, but alse a basis laid for the in-depth study. This provides a reference basis for the media to better take its social responsibilities and a guidance to better fulfill its social obligations.