Research On Media Social Responsibility From The Perspective Of Governance

At present, social governance has been promoted to the strategy of governing the country,changing the media development from "management" to "governance" has become an important proposition. In this process, the social responsibility promote a new path for media governance and social governance as a balancing mechanism of multi-party coordination. Although the social responsibility always been an important issue for the development of media, but there was an unclear boundary of responsibility between individual agency and industry overall as a fuzzy problem in the research subject, which leads to great difference between the theory and the practice. In this paper, media as an organization of individual is the premise of the research, in order to solve practical problems under the new situation. And based on three elements from the general organization, media characteristics and social situation, this paper redefined the definition of the media social responsibility according to the current development situation, then carried out the research based on the combination of qualitative and quantitative. From the questionnaire results of 30 representative medias, the medias’ awareness of social responsibility were not clear, and the medias’ social responsibility issues were relatively single, and at the same time, the influence from the outside world was still to be improved. In general, a common cause of the lack of media social responsibility including the lack of self-discipline from the cognition of the social responsibility, and the lack of influence caused by the law, government and other social subjects. This paper attempts to establish the media governance system with the core of social responsibility based on exploring the interaction between internal and external, at the same time, to provide new ideas for promoting social governance.