Research On TV Media Social Responsibility Fulfillment Situation And Countermeasures Of Strengthening

Under the background of building socialist culture,TV media as the mostinfluential media of the modern information society play important role in publicpolicy conveying,the public opinion guiding and the choice of the consumerdecision-making. In new time, the development of the TV media should undertake thesocial responsibilities in actively, fulfill the obligations when it as a carrier oftransmitting public policy and become a wind vane of building Chinese cultural.Now,the management of TV media development must be more scientific and standardizedso that it could give full play to the role of TV media and make greater contribution toenhance Chinese cultural soft power.TV media is the carrier of TV publicity and platform or intermediary ofinformation dissemination. In China,the TV media program has divided into fourblocks: News, entertainment, education and service. With the development of society,TV media as a tool usually include VCR,video camera, VCD, DVD, MP4, MP5andHD programming, except television. To strengthen the social responsibility of TVmedia is the require of building socialist harmonious society and great power ofsocialist culture, also the demend of making the government, the media and the publicto reach win-win situation.Fulfilling TV social responsibility in China’s current situation can be describedas follows: It has a faster development speed in integer,but the achievements andproblems are coexisting. Overall, fulfilling the TV media social responsibility had gotsome achievements, mainly: the increased concern about social responsibility of TVmedia workers, the enhanced capacity of the television media to resolve socialcontradictions, more neutral values, and the improved efforts to report significantevents. At the same time, its also exist some problems in fulfillingsocial responsibility,which are mainly manifested through the television media coverage or televisionmedia programs. List them in specifically: the authenticity of the television mediareports demands to be improved, the fairness of the television media reports should beenhanced, the kitsch trend and violations of the television media has occurred moreseriously. these cause people’s passive thinking and behaviors, and thus spreadimmeasurable negative effects on the social construction. The reason is that theconstruction of television media ethics must to be strengthened, the effectiveness ofthe television media regulations should be specified, and the TV media pursues highaudience rating exceedingly and the fulfilling of the social responsibility lacks ofsupervision.Therefore, to fulfill the social responsibilities, the TV media should clear thegoal of television media in fulfilling social responsibility: to guide political opinion, to stabilize country’s politics, to follow market discipline, to promote the developmentof economy in the socialist market, to inherit and popularize the mass cultural, and tomakesure socialist culture’s development in the right way, to promote the mainstreammorality and the socialist core value system. TV media fulfilling their socialresponsibility bases on the basic principles: objective law, green ratings, economicefficiency, and serving the people. Some effective countermeasures should be taken,such as, to strengthen the guiding conception of the TV media in fulfilling socialresponsibilities, to promote the rule of the TV media fulfilling social responsibilityand to enhance the social supervision of the TV media fulfilling social responsibilitiesetc.