The Evaluation Model And Empirical Research Of TV Social Responsibility

Responsibility refers to in the absence of a specific referent scenario, an internalized wayof thinking and behavior, a general awareness of individual readiness and preparation systembehavior, a specific culture and individual experience in the personality traits of accumulation.Social responsibility means the individual to perform proactive personality psychology qualityof social and moral duties and obligations. With the social development, social responsibilityresearch from theory to application and from individuals to organizations. Corporate SocialResponsibility Research began in the1920s in the United States; Carroll proposed the conceptof corporate social responsibility framework in1979enabled CSR researchers developed tomaturity. In addition to the corporate social responsibility, the study of the social responsibilityof media is also very representative. Undoubtedly, the most systematic study of socialresponsibility of media is Theodore Peterson’s "four theories of the media", the book explainsthe system of social responsibility theory of the media. The social responsibility of mediaresearch for increasing, but the study of television media in the psychological point of view isless. According to Bandura’s social learning theory and Tolman’s latent learning theory,television programs would have a profound impact on the audience. The audience perception tothe social responsibilities of television is also the field of psychology research. Therefore, thisthesis attempts to study Television Social Responsibility from psychology angle on theaudiences’ view, hopes to provide ideas for future study and reference through initialexploration. The main objective of this thesis was to investigate the structure of televisionsocial responsibility and build evaluation model. Based on the model to try to launch anempirical study and assess the level of Shandong TV and CCTV of social responsibility actionunder the audience’s vision. At first, analysis and integration the existing literature TelevisionSocial Responsibility concept and connotation, then choose audiences live in Beijing andShandong area, CCTV and Shandong TV practitioners individual to interview to constitutesthe dimension of television social responsibility. Establish television social responsibilityquestionnaire on the basis of in-depth interviews. And use factor analysis and structuralequation models to analysis the survey data to structure television social responsibility model.Finally, reference the model’s standard to assess the CCTV and Shandong TV fulfillment of social responsibility. Under the conditions of this study, get the following conclusions:(1) Through the literature and in-depth interviews, preliminary obtain the evaluationdimensions of Television Social Responsibility, organize the investigation questionnaire. Onthe basis of the constituent ratio of Chinese television audience inspect547spectators. Usingfactor analysis demonstrate that the TV social responsibility evaluation model include twofactors. Same as the ratio of exploratory factor analysis spectators, inspect547audiences.Usestructural equation found that television community responsibility is a two-factor structuremodel, namely the dissemination of information and supervision, public service and valueguide, including the interpretation of policy information, convey public sentiment, reportedincidents against false information, conduct public opinion and propaganda facade typicalplay PSAs, organize charity eight sub-dimensions, good fit.(2) Inspect220audiences who live in Shandong province for fair. Then assess televisionsocial responsibility fulfillment under the viewers’ vision according to the Television SocialResponsibility evaluation model. According to the dimensions of the model standard, assessedShandong TV station and CCTV fulfillment of social responsibility. Informationdissemination and monitoring, public service and value guide and score two factors CCTV arehigher than Shandong TV, Shandong TV in communicating policy information and advocacypositive dimensions of a typical two points better than the performance of CCTV.The contribution of this thesis is to:(1) In theory, definite the social responsibility oftelevision content and build a two-factor structure model.(2) In practice, the two-factor modelof social responsibility television built a reliable conclusions and provide a reference to TVstations and associated researchers to evaluation Television social responsibility.