商业门户网站作为我国网络新闻传播格局中的重要一环,研究其社会责任履行状况具有十分重要的意义。本研究以腾讯、新浪、网易、搜狐以及凤凰网为研究对象,以实证数据为基础,通过商业网站社会责任评价指标体系,对其社会责任的履行情况进行综合评估。结果表明,大型商业网站的社会责任履行状况普遍较好,但仍存在原创水平不足,社会监督环节薄弱,共识塑造有待提高,以及用户体验水平差异较大等问题。在此基础上探讨了商业网站社会责任履行水平的有效提升途径,包括以优质内容提升传播力,以正确导向提升公信力,搭建互动渠道以增强舆论引导力,以用户思维提升社交友好度。
<<As an important part of the network news communication pattern in China,it is of great significance to study the fulfillment of social responsibility of commercial portal website. This study takes Tencent,Sina,Netease,Sohu and Phoenix as the research objects. Based on the empirical data,the performance of social responsibility of commercial websites is comprehensively evaluated through the evaluation index system of social responsibility of commercial websites. The results show that the performance of social responsibility of large commercial websites is generally good,but there are still some problems,such as inadequate original level,weak social supervision links,consensus building need to be improved,and large differences in user experience level. On this basis,this paper discusses the effective ways to enhance the level of social responsibility performance of commercial websites,including improving the dissemination of high-quality content,promoting credibility with a correct guidance,building interactive channels to enhance public opinion guidance,and enhancing social friendliness with user thinking.
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