本文选取9个媒体微信公众号作为观测对象,主要运用内容分析法,对其社会责任情况进行评价打分。数据结果呈现出,总体上中央级权威媒体的社会责任得分最高,央视新闻、央视财经和人民网分列前三位。《中国新闻周刊》的文化教育功能最为显著,《广州日报》在商业性活动和公益慈善活动上均表现突出,因此协调关系的总评分最高。由于微信平台的社交和互动特性突出,大多数媒体微信公众号更注重通过这一平台实现与用户的交流与互动,并以提供服务为主,所以信息生产的功能相对弱化。媒体微信公众号中也存在内容原创性不足的问题,作为专业化的内容生产机构应该在原创性上加大投入,在更好地服务和沟通用户的同时,更要坚持为用户提供优质而有个性的信息产品。
<<This paper takes nine Media WeChat official accounts as cases,mainly using the content analysis method,to evaluate their social responsibility. Data results show that on the whole,maistream authority media’s social responsibility score highest,CCTV News,CCTV Finance and People’s Daily Online rank the top three. China Newsweek is the most significant on culture and education function,Guangzhou Daily is prominent on commercial activities and charitable activities,thus scores highest on coordinate relationship function. Because of the significant social and interactive characteristics of WeChat,most of the media WeChat official accounts pay more attention to improve the communication and interaction with users,and focus on providing service,so the function of information production is relatively secondary. It also exists the problem of lack of originality in media WeChat official accounts. As the professional information production organization,media WeChat official accounts should invest more in producing original content,and at the same time of providingbetter service and communication,still insist on providing quality and individual information products.
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