本文以媒体的本质功能为逻辑起点,尝试构建媒体微博社会责任评估指标体系,并基于微博大数据的抓取与分析,对媒体机构微博典型账号的社会责任进行实证评估。研究发现,随着媒体机构对微博平台信息传播活动公共性与风险性认知的进一步增强,媒体微博承担社会责任情况整体较好,4个维度的具体表现从好到差依次为信息生产、文化教育、协调关系、社会监督。但多数媒体微博的新闻传播活动呈现出明显的中庸特点,同题报道与内容同质现象严重,自我保护意识与规避意识较为明显,缺乏以独立意志和深刻思想引导社会的责任感。媒体微博社会责任执行能力的提高需要媒体机构、新闻行业和政府的共同努力。
<<This study attempts to construct a evaluation index system for social responsibility of Media micro-blog and evaluates the social responsibility of typical media micro-blogempiricallybased on data captured and analyzed from micro-blog. The study foundthe reality of media micro-blog’s social responsibility is optimistic in 2015. The level of fulfillment of the four dimensions from high to low is as follows:the production of information,cultural and education,social coordination,social supervision. Thecommunicationactivities of most media micro-blogpresent the obvious characteristics of moderation. At present,homogenization of content is a serious problem. When Media micro-blog shoulder social responsibility,theirawareness of self-protection and avoidanceis quite obvious. To upgrade the overall level of media micro-blog in social responsibility,media organizations,news industry and governmentshould work together.
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