由于新媒体技术和行业的快速发展,以往关于媒体信任的研究已不适用于当前多元的新媒体环境,而新冠肺炎疫情让新媒体信任问题凸显。作为新媒体社会责任建设的内在要求,新媒体信任给其社会责任的履行带来新的问题。在此背景下,新媒体信任来源相较传统媒体的公信力发生哪些嬗变,在此过程中,不同类别新媒体类型的信任表现形式、出现的问题以及用户的信任建构等议题,成为新媒体信任研究的重点。新媒体社会责任评价方面,2020~2021年新媒体社会责任履行情况属于中等偏上水平,总分均值为3。416982,得分率为68。33%,均显著优于2019年的2。496563和49。93%。具体来看,四个一级指标得分率由高到低依次为信息生产(81。34%)、价值引导(57。19%)、文化教育(54。27%)和协调沟通(54。18%)。本文的量化分析结果全面呈现了2020~2021年度新媒体社会责任的履行现状,并在此基础上根据不同类别平台的传播特点提出了社会责任优化方案。
<<Due to the rapid development of new media technology and industry,the past research on media trust has not applied to the current pluralistic new media environment,while COVID-19 has highlighted the issue of trust in new media. As the internal requirement of the construction of new media social responsibility,new media trust brings new problems to the performance of its social responsibility. In this context,what changes have taken place in the trust origin of new media compared with the credibility of traditional media,and in this process,the trust forms of different types of new media,the problems and the trust construction of users have become the focus of new media trust research. In terms of Social Responsibility Evaluation of new media,the performance of social responsibility of new media in 2020-2021 is in the upper middle level,with the average score of 3.416982 and the score rate of 68.33%,which is significantly better than that of 2.496563 and 49.93% in 2019. Specifically,the score rate of the four first level indicators from high to low was information production(81.34%),value guidance(57.19%),culture and education(54.27%)and coordination and communication(54.18%). The quantitative analysis results of this report comprehensively present the current situation of social responsibility of new media in 2020-2021,and according to the communication characteristics of different types of platforms,put forward the optimization scheme of social responsibility.
<<Keywords: | New MediaMedia TrustCredibility of Media |