The Social Responsibility Of The Media In The Construction Of A Harmonious Society

Qiantang River is called Mother River in Zhejiang Province. Qiantang River takes its source in Kaihua. However, Kaihua belongs to 25 undeveloped counties in Zhejiang. In June, 2007, Urban Express bagan its series of reports on Returning Nurturing to Mother River, taking the example of Kaihua County.These reports aims to not only to promote coordinate regional development but also express the feelings of attention and assistance to Kaihua as well as stress the appreciation of Mother River and returning nurturing to Mother River. Following the laws of journalistic communication, the reports are carefully planned with the innovation of the contents and forms, leading readers to further discuss the reports. There are over 100 articles about the series of reports, and more and more articles are still coming out, which is unusual or unprecedented in Chinese journalism. The series of reports have great influence on both Kaihua and Hangzhou, on both the governments and media themselves.The harmonious society is the main theme in China now. This article, taking the series of reports in Urban Express as an example, discusses how the Urban newspapers deal with the main theme in the construction of the harmonious society. This article thinks that the successes of the series of the reports lie in some breakthrough in the function of media and the theory of journalism. The reports act as resources operators rather than just information disseminators in the function of media. The reports make more activties than news in news planning. The reports practice the theory of civic news, instead of the theory of objective news and civil news, in order to lay moral foundation for the harmonious society.