本文聚焦媒体微博的社会责任问题,以媒体网站微博和报纸微博为观测对象,依据媒体微博社会责任评价指标体系,选取20个高影响力的媒体微博账号,对其社会责任履行情况进行现实考量。2018年,媒体微博社会责任履行情况整体较好,四个责任维度的表现从好到差依次为:信息生产、社会监督、协调关系、文化教育。两类媒体微博中,媒体网站微博履行社会责任水平整体高于报纸微博。历时性分析结果显示,2015~2018年,媒体微博履行社会责任水平呈逐年上升趋势。媒体微博要履行好社会责任,应进一步优化内容结构,实现差异化竞争,同时利用主页警示与奖惩机制不断提升从业者责任意识。
<<This article focuses on the social responsibility of media microblog,taking media website microblog and newspaper microblog as specific observation objects,selecting 20 high-impact media microblog accounts,and making practical considerations on their social responsibility performance. In 2018,the performance of social responsibility in media microblog was generally good,and the performance of four dimensions of responsibility from good to bad was:information production,social supervision,coordination and cultural education. Among the two kinds of media microblogs,the overall level of responsibility of media website microblogs is higher than that of newspaper microblogs. The results of diachronic analysis show that from 2015 to 2018,the level of social responsibility performance of media microblog has increased year by year. Media microblog should further optimize the content structure and make differentiated positioning,and at the same time use the homepage warning and reward and punishment mechanism to constantly improve the employees’ sense of responsibility.
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