The Study Of Social Responsibility Of China's Local Television

China's media industry is in a period of rapid development,in many of the media in the dissemination of the contents of the most easily accepted by the public is the television media.The television media information expressed in the form of intuitive,this way does not restrict by the audience's knowledge level,age differences,the gap between rich and poor and regional difference.So we say that the TV media and the masses of the nearest distance,in a variety of media,television,radio,magazines,newspapers and other development today,people's expression of space to expand increasingly,more relaxed and free speech,people have more opportunities on public discourse platform.This is an era of progress.But at the same time,the media began to pursue more economic benefits,commercial development makes the social responsibility of media continues to weaken,not only affect people for environmental risk perception,but also affects the value of existing media.Take S TV station as an example,the construction of social responsibility system of local television media,analyzes its social responsibility status and deficiencies,and put forward the corresponding strategies and safeguard measures,to improve the level of social responsibility and the ability of the local TV station,has important theoretical and practical significance to promote the television media social responsibility the development of.In addition to the introduction and conclusion,this paper is divided into four parts.The first part is about the theory of social responsibility of TV station.Through the overview of the theory,social responsibility theory of the media are reviewed,including the media social responsibility theory content,main content,and local television special social responsibility.The second part takes S TV station as an example to analyze the social responsibility of local TV stations in china.This part clearly constructs the Social Responsibility Evaluation System of local TV station.At the same time,media social responsibility evaluation index system based on combining the actual situation of our country media,specially designed questionnaire in Hebei Province,S TV,social responsibility,social responsibility and the survey data of Hebei province S TV station based on Hebei Province television station S social responsibility has carried on the empirical analysis.The third part is the problems and causes of social responsibility of China's local TV stations.In recent years,local TV made many achievements in terms of social responsibility,but there are still deficiencies in the specific performance: the scientific guidance to fulfill the social responsibility of public opinion supervision is weak;responsibility level is not high;the social service ability is not strong;the public information dissemination responsibility is insufficient;the prosperity and development of socialist culture and social responsibility performance is not in place.In view of the above shortcomings,the author believes that the main causes are political,economic,technical and moral factors.From the political point of view,the continuous improvement of political construction provides a solid guarantee for the development of the media.Therefore,the political factor is the cornerstone to promote the continuous improvement and development of the media social responsibility.In terms of economic factors,the survival of TV media is based on the creation of economic value.However,a lot of multimedia is also attracted by the temptation to become self disciplined,and can not play a good role in the implementation of social responsibility.In terms of technical factors,the new technology is a double-edged sword".On the one hand,the development of new technology will promote the development of media to a certain extent.On the other hand,the poor use of new technologies can also bring about some negative effects.From the moral factors,social morality is each industry must comply with the guidelines,as the party's mouthpiece,the media's sense of morality should be better than the other industry personnel should be higher.The fourth part puts forward the countermeasures to enhance the social responsibility of local TV stations.This part is discussed in five aspects.First,give full play to the guiding function of the media,construct the early warning mechanism of value information,and correctly guide the value of social thought.Second,give full play to the supervision function of public opinion.We should give full play to the function of television media supervision and strengthen the supervision of public opinion.Third,improve the ability of the media to serve the society.The television media should consciously take the initiative to improve the ability of social media services,but also to set up correct personal values,improve the TV practitioners of social responsibility.Fourth,improve the ability of information dissemination,highlight the social responsibility of mainstream media.The media should set up the correct sense of information dissemination responsibility,disseminate more valuable content,and protect citizens' right to know.Fifth,to enhance the media's cultural heritage ability.To fully explore the spirit of local cultural heritage,and further enhance the diversity of the channel connotation.