The Media Reports On Corporate Social Responsibility Present Situation Analysis And Countermeasure Research

Since initiating market reforms in 1978,China has experienced rapid economic development and the Gross domestic product(GDP)has gone up steadily.But at same time a serial of shocking food safety incidents,such as tainted milk powder and steamed bun,are also uncovered in the media.It seems insufficient to prevent this kind of incidents solely by resorting to current law and regulation.Nowadays China is in the middle of the economic transition and some laws and regulations may not match with the rapid social development.In this scenario,media,the platform of communication,plays the role to monitor the corporate behaviour as supplementary of the law and regulation.A survey has been conducted together with this paper.The objective of the survey is to understand how the media report the event regarding corporate social responsibility.Following subjects are included in the survey:Journalist's knowledge on the corporate social responsibility;Media focusing on the corporate social responsibility;Practice of reporting the event relating to the corporate social responsibility,including initial investigation,reporting and follow up.Total 356 samples are collected from the active journalist in Zhejiang Province.Based on the survey,following findings are summarized in this paper:1)High media attention is good to push the corporate to take the social responsibility.Negative reporting does more than positive one.2)Creative corporate are more willing to take their social responsibility under the spotlight than the traditional corporate 3)The corporate contributing more to the local government get less impact from the negative reporting because of the intervention of the local government.This paper introduced the present situation and the cause analysis on above findings.Also a governance approach is proposed from the perspective view of media,corporate and government to help corporate fulfilling their social responsibly.