本文聚焦融媒时代媒体微博的社会责任,重点关注媒体网站微博、报纸微博和广播微博三类媒体微博,选取30家有代表性的微博账号作为评估对象,对2019年我国媒体微博社会责任履行现状、存在的问题及其应对策略进行了探讨。研究发现,目前我国媒体微博履行社会责任的整体水平仍有待进一步提升。媒体微博在四个维度的责任履行情况从好到差依次为:信息生产、协调沟通、文化教育和价值引导。三类媒体微博中,媒体网站微博履行社会责任的整体水平最高,报纸微博次之,广播微博最低。与地方级媒体相比,中央级媒体具备更强的责任意识与担当。媒体微博应不断增强信息生产的针对性和不可替代性,树立“信息分享”与“协同传播”的理念,树立舆论阵地的使命意识与导向意识,同时平衡正负面报道比例,营造积极健康的舆论生态。
<<This article focuses on the social responsibility of media microblogs in the era of media convergence,focusing on media website microblogs,newspaper microblogs and broadcast microblogs,and selects 30 representative microblog accounts as evaluation targets. This paper discusses the status quo,existing problems and coping strategies of social responsibilities of media microblogs in 2019. The study found that the overall level of social responsibilities of China’s media microblogs still needs to be further improved. The performance of media microblogs in four dimensions is from good to bad:information production,coordination and communication,cultural education and value guidance. Among the three types of media microblogs,the overall level of social responsibility for media website microblogs is the highest,followed by newspaper microblogs and broadcast microblogs. Compared with local-level media,the central-level media has a stronger sense of responsibility. Media microblog should continuously enhance the pertinence and irreplaceability of information production,establish the concept of “information sharing” and “collaborative communication”,establish the mission awareness and orientation awareness of public opinion positions,balance the proportion of positive and negative reports,and create positive and healthy Public opinion ecology.
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