The Study Of The Social Responsibility Of New Media

With the development of the communication technology and the continuous renewal of communication means, new media come out. Mobile phone TV, IPTV, mobile TV and other new media enter our daily lives, change the way we receive information and influence our viewing habits. As an emergent media form, the new media enjoy updated medium, greater content space and a new profit-making model. All these are hot issues in the academic study. Because the new media is developing in a market-oriented economy, the author proposes a prior-warning, and advocates establishing a public platform of new media in order to help the new media become a dominant force in the media induatry.On the basis of the definitions of the new media given by the academic circle, the author adopts the method of literature review to summarize the definitions and determines a study target before analyzing the characteristics of the new media. Then the author will select some examples to analyze their content in order to find the exist problems of the media. In the course of research, the author finds that in the market economy environment, the new media often cater to the taste of audience which leads to the lack of morality. And with the weakening of the door -watching man's power and the expanding of the audience's information power caused by the change of the communication means, the social responsibility is often ignored by the new media. Therefore, a public platform is needed in order to enhance the social responsibility of the new media. This article holds that the new media to enhance the social responsibility of the media should establish a new public platform to the public interest as the core to meet new media development of the social responsibility obligations.