本研究基于微博大数据的抓取与分析,对媒体微博典型账号的社会责任进行实证评估。研究发现,媒体微博承担社会责任整体水平中等偏下,除较为重视“信息生产”社会责任外,普遍缺乏“传承文化”的责任意识,承担“提供娱乐”社会责任的水平受其内容定位的影响,在“教育大众”媒介功能发挥上呈现较明显的两极分化,多数媒体微博采取自保的安全生产策略,信息生产较少涉及“社会监督”内容。媒介机构在微博平台仍扮演高高在上的传播者角色,微博信息生产的商品化取向与娱乐化逻辑正侵蚀着媒体微博的社会责任意识。
<<This study,based on data captured and analyzed from micro-blog,has got to evaluate the social responsibility of typical media micro-blog account empirically. The study found the reality of media micro-blog’s social responsibility is not optimistic. In addition to more emphasis on social responsibilities of “information production”,media micro-blog has a general lack of sense of responsibility for “cultural heritage”,has been effected by content targeting for its level of social responsibility of “providing entertainment”,presents an obvious polarization on media functions for “educating the public”. Most media micro-blog take a self-protected production ploy,produce less information related to the content of “social supervision”. Media organizations still play a role of superior communicator on the micro-blog platform. The logic that information production of micro-blog is oriented from commercialization to entertainment is eroding the sense of social responsibility of micro-blog.
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