网络视频传播违法、失范造成的危害突出,视频网站社会责任问题值得深入思考。本研究对8家有代表性网站的社会责任指标体系进行测量后发现:视频网站社会责任的履行水平处于中等。除“信息生产”社会责任受到普遍重视外,“文化教育”“协调关系”“社会监督”社会责任状况并不理想。据此本研究提出以下改进措施:严格管理低俗视频,通过内容差异化提升点击率;增强社会监督力度,扩大监督范围;适度拓展文化教育功能,兼顾娱乐性;重视公共服务,积极开展公益及互动活动;培育网民媒介素养,提高视频制作与欣赏能力。
<<The phenomenon of delinquency and anomie in network video communication has made an obvious detriment,social responsibility of video websites are deserved to think deeply. After research the fulfillment about social responsibility in eight representative websites,the study shows that the level of social responsibility in video websites is generally average. Among all social responsibilities,the performance in information production is generally good,but the rest of the various functions such as cultural education,coordinate relations and social supervision have not been fully play. According to this study we propose the improvements as followings. Manage vulgar videos strictly,enhance click through rate via different content;Strengthen the potency dimension of social supervision and expand the scope of supervision;Expand cultural and educational features moderately,meanwhile considerate entertainment;Emphasis on public services and carry out public and interactive activities actively;Train the media literacy among netizens,improve their capability of video production and appreciation.
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