Online Media And Social Responsibility And Business Interests Of Balance

Balance Between Social Responsibilities and Commercial Profits of Online Media(Abstract)In market economy, online media have to seek more gain for existence and development, on the other hand, as a kind of mass media exist in a political environment, they have to fulfill some social responsibilities. The first question detailed in this article is: in market economy featured that information resource is controlled by the capital, will the pursuit of commercial profits instead of the fulfillment of social responsibilities? This article pointed out that pursuing commercial profits and fulfilling social responsibilities are dialectical unity. The second question discussed in this article is that based on the fulfillment of social responsibilities, how to seek more gain, so that to keep the balance between social responsibilities and commercial profits.In chapter l,the definition of online media was clarified, and 3 typical ICP(Internet Content Provider) SINA, SOHU, NETEASE were chosen to analyze the profit model. The Financial Results showed that short message, online game, online advertisement, rather than online news and information are the main source of earning.In the 3rd part of chapter l,some typical online communication events were chosen to analyze the absence of social responsibilities of online media. Furthermore, the article argue that social function and social contributions, rather than economical contributions are the principal criterion to evaluate online media, and only being within thebounds of social contributions, could economical contributions be rational.In chapter 2,the social responsibilities of online media were discussed.The problem of how to keep the balance between social responsibilities and economical profits was discussed in chapter 3. Based on the detailed analysis of present situation of online media, some suggestions were put forward:l.To enhance the actual strength of online media. Regarding facts as the first criterion to choose news, and increasing exclusive news, original news, in-depth reports and reviews.2.To guide the public opinion in Website environments.3.To build up administrative organizations for media management. Special laws for online media should be established.4.The concept of self- discipline should be popularized among online media.At the end of this article, the author pointed out that each new medium has to live through its primitive stage, and the absence of social responsibilities is an inevitable stage of online media in their evolution. We hold a firm belief that within the bounds of laws, regulations and social responsibilities, online media will move toward a benignant developing road.