Studies On Social Responsibility Cultural Of Xinji Dagong Newspaper

Corporate culture is a kind of intangible assets, as people’s beliefs can give a person spiritual guidance, while corporate culture can not be seen, but it can give companies an invisible power. It’s good or not can even decide the future and destiny of an enterprise. Lawrence Miller who is the American corporate culture expert in his book "American Spirit: Visions of a new Corporate Culture", said: “only the company develop a kind of culture, which can inspire all success behaviors in the competition, that the company can success in the competition." The future enterprise management way is by the core of object management to knowledge management. From the core of ethics, the corporate dues its responsibility in economic and social development, namely the enterprise cannot simply the economic benefits of a one-sided pursuit, should also consider the impact on society and stakeholders, not only do obey the law, but also ethical approach to the society and its stakeholders.The manifestation of the media’s social responsibility in our country is reported the fact with the objective and neutral attitude, adhere to the correct public opinion direction, imparting knowledge, carry forward the culture, educate citizens, satisfy people’s growing spiritual and cultural life need. Media must defend the public interest, protect social conscience. In hundred years of development history about Dagong newspaper, the Xinji Dagong newspaper has a special historical position. No matter from its concept and its management ways, the Xinji Dagong newspaper records all the development of the other domestic newspapers and even provides a good reference for the development of contemporary China’s newspaper industry.This article attempts from the perspective of corporate culture theory to research the social responsibility culture about Xinji Dagong newspaper. And based on the news record of Dagong newspaper, and his social activities, I will summarize the concrete embodiment of the social responsibility culture in different ways. At the same time, contact in the present situation of today’s media industry development, to give some suggestions about how to improve the social service consciousness in today’s media industry.