社交媒体与短视频的快速发展使人类进入泛众化传播时代,主流媒体正遭遇百年未有之大变局。本文基于当下的媒体生态与主流媒体的时代使命,对2020年我国主流媒体微博履行社会责任的现状及其未来发展进行探讨。整体来看,当前我国主流媒体微博在传播活动中能够较好地履行社会责任,尤其是少数头部媒体微博发挥了重要的示范引领作用,然而存在的问题也不容小觑。部分媒体微博新闻报道缺乏以问题为导向的建设性新闻理念,科学传播缺乏科学价值引导的媒体自觉,协调沟通与价值引导未能产生理想的传播效果,少数媒体微博因忽视核实查证而成为虚假新闻的传播者和制造者。面对新闻场域的话语竞争、圈层传播机制下的社群冲突、关系赋权下的非理性蔓延以及后疫情时代的信任丧失,主流媒体微博需要重新思考自身的功能价值与责任意涵,成为热点议题的权威诠释者、信任重建的积极行动者和建设性新闻理念的实践先行者,在社会治理进程中发挥更大的作用。
<<This paper focuses on the social responsibility of mainstream media microblog in the mobile social era,selects 20 representative microblog accounts as the evaluation objects,evaluates the current situation of social responsibility performance of mainstream media microblog in 2020,and discusses the future development of mainstream media microblog based on the current media ecology and the era mission of mainstream media. On the whole,the current mainstream media microblog in China can better fulfill its social responsibility in communication activities,especially a few head media microblogs play an important role in demonstration and guidance,but the existing problems can not be underestimated. Some media microblogs lack the constructive news idea of problem orientation in news reports,science communication lacks the media consciousness of scientific value guidance,and the coordination of communication and value guidance fails to produce the ideal communication effect. A few media microblogs become the disseminator and producer of false news because they ignore the verification and verification. In the face of the discourse competition in the news field,the community conflict under the circle communication mechanism,the irrational spread under the relationship empowerment,and the loss of trust in the post epidemic era,the mainstream media microblog needs to rethink its own functional value and responsibility,become the authoritative interpreter of hot topics,the active actor of trust reconstruction,and the practice pioneer of Constructive News concept. Mainstream media microblog should play a greater role in the process of social governance.
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