Research On Social Responsibility Of State - Owned Media Enterprises

In marketing economy with Chinese characteristics, state-owned media enterprise plays an extremely important and special role. China emphasizes how enterprises insist in social responsibility and realize unification between social benefit and economic benefit with corresponding guidance suggestions proposed. As a result, the study over social responsibility of Chinese state-owned media enterprise keeps pace with times, which promotes reform and development of state-owned enterprise in theory and practice.Combined with related theories involving politics, economics and management and the spirit of the 18th national congress of the communist of China, the third and the fourth plenary sessions of the 18th Central committee of the communist party of China, as well as the spirit of general secretary Xijinping about media at news consensus forum this year, this paper, taking Huabo Online Media Co., Ltd as specific example, analyzes the theoretical basis and practical strategies for social responsibilities needed to be performed by state-owned media enterprises in our country through research on the successful experiences of that in western countries, so as to explore the specific path for fulfilling social responsibilities by state-owned media enterprise.The body of the thesis is divided into four chapters:the first chapter is concept and system of state-owned media enterprise’s social responsibility, indicates general social responsibility and industrial special social responsibility undertaken by state-owned media enterprise with emphasis on analysis on necessity, specialty and related theoretical basis for social responsibility it undertakes (balancing theory of obligation and right, theory of stakeholder) and realistic basis (reinforce enterprise competitiveness and promote social economic development). In addition, it indicates that social responsibility system of state-owned media enterprise is composed of standard system, management system and evaluation system. The second chapter is social responsibility analysis in Huabo Online Media Co., Ltd and introduces basic information, achievements made in aspects of economic responsibility, professional morality responsibility, cultural responsibility, and social benefit responsibility of the state-owned media enterprise, at the meantime, analyzes confusion it has confronted in performing social responsibility including imperfection in internal and external mechanism, communication mechanism, problem of enterprises burdened with social responsibilities and so on, and proposes that the main reason leading to these problems is imperfection in social responsibility system construction and failure in comprehensive integrating social responsibility idea into enterprise management and operation. The third chapter is comparison and enlightenment in social responsibility between Chinese and foreign media enterprise. Enlightenment is gained through comparing social responsibility construction in China and foreign countries, mainly existing in establishing perfect state-owned media enterprise social responsibility system and reinforcing subjective consciousness of state-owned media industry to perform social responsibility. Chapter four is solution to construct social responsibility system in state-owned media enterprises of China, which specially indicates existing principles, laws and regulations related to social responsibility standard system in state-owned media enterprise, reinforcement over legislation construction of social responsibility; improvement over social responsibility system in state-owned enterprise must start from four aspects like strategy management, execution management, performance management, communication management; establishing social responsibility evaluation system in state-owned media enterprise needs clear understanding about related principles including scientific principle, adaptive principle, operative principle, more importantly, government, enterprise and society should take on their own responsibilities to establish commonly practice mechanism of enterprise social responsibility which is favorable to construction of related social responsibility evaluation system. Finally, the ending part proposes again that establishing social responsibility system in state-owned media enterprise conforming to Chinese features through macro promotion and micro practice combined with Chinese situation and western successful experience is correct and effective solution.