A Study On The Balance Between Economic Profit And Social Responsibility Of News On Commercial Websites

Along with the fast development of the Internet, the managing conception of the network media in our country enhances increasingly. Simultaneity, the contents of these media become more and more abundant. They have satisfied the cultural demands of the audiences, and become the burgeoning media to acquiring information, amusement and intercommunion. However, it cannot be denied that in the developing course of the network media, some problems have appeared. The most prominent one of these problems is the commercialized current which is striking the social responsibility consciousness of the mass media.Owing to the managing property of the commercial websites, in order to subsist and develop better, they have to adopt to market-orientation, cater for the demands of audiences, gain higher clicking rate, and pursue the maximum profit. Therefore, a number of commercial websites have such serious problems as diffusing unhealthy information, pictures and audio service, so much as publishing pornographic content. As a result, eliminating the unhealthy information and constructing a healthy network circumstance have become the common appeal and exigent request.This thesis adopts content analysis method, through the demonstrative research of the news programs of Sina, Sohu and Net Ease, which are three representative commercial websites, investigates the subject categories and report quality of their news, educes the conclusion that the web-news of commercial websites take on market-orientation currently. Then it analyses the reasons of the market-orientation from the economic property angle, and the influence of them from the social property angle.Last but not least, it discusses the approach of achieving the balance between economic profit and social responsibility from three aspects, viz. holding the extent of market-orientation, enhancing the strength of websites and intensifying exterior supervision.