Construction Of The Media Responsibility System In The Period Of The Press Transformation

Currently, media in China are in the period of social transformation. On one hand, media exert the function of news communication as its social effect; on the other hand, media need to strengthen its competitiveness through resources configuration so as to make a profit. Thus, media face a difficult dilemma, some even sacrifice the social efficicency for economic benefits, while the responsibilities of media are seriously ignored. So the responsibilities of media are seriously important to the media existence and development, as well as goverment and public.The literature analysis indicated that the responsibilities of media are seriously ignored while handling the relationship with advertisement, amusement, emergency or possible crisis in the commercial context. And the deep reason of the media irresponsibility is that the impersonality, impartiality, truly and representing the benefit of public which are ignored.The research studies the responsibilities of media in the transformation of press by literature analysis, content analysis and interview analysis. On the base of exploring the phenomenon and deep reasons of the media irresponsibility in the period of press transformation, the article construct a responsible media system from three aspects: the content, the essence and the operation of the media responsibility.First step, the research states the theories basis and reasons for the study with a method of literature analysis. Second step, by interviewing experts and media employees, adopting a content analysis method, the research concludes a current media condition of irresponsibility and analyse the deep reasons of the media irresponsibility. Third step, the article based on literature analysis, investigation and interview, the article concludes that, in the period of press transformation, only by basing on the content, the essence and the operation of the media responsibility , which through the theory of the dialogue and the public sphere, by joining together the efforts of government, media managers and the public, can we construct a responsible media system.