中国新媒体社会责任研究报告（2024）
| 书 名： |
中国新媒体社会责任研究报告（2024） |
| 英 文 名： |
REPORT ON THE CHINA’S NEW MEDIA SOCIAL RESPONSIBILITY （2024）
|
| 作 者： |
钟瑛 芦何秋 主编; 余红 李亚玲 孙亮 副主编 |
| I S B N： |
978-7-5228-5402-1 |
| 丛 书 名： |
|
| 关 键 词： |
新媒体 社会责任 评价指标体系 |
| 出版时间： |
2025年05月 |
中文摘要
本书以“新媒体社会责任”为核心主题，运用“新媒体社会责任评价指标体系3.0”对2023～2024年国内主要新媒体平台的社会责任履行情况进行了系统性评估和深度考察。自2022年以来，生成式人工智能技术的快速发展深刻改变了媒介生态和传播格局，成为推动媒介技术创新的重要驱动力，同时也引发了诸多新的社会责任议题。本书聚焦生成式人工智能、短视频算法推荐、鸿蒙生态等智能技术，重点探讨其在重塑信息生产流程、提升传播效率中的积极作用，以及由技术应用带来的伦理风险、算法偏见和数据隐私等新型挑战。
总报告梳理了自2014年以来的新媒体社会责任研究进展，发现新媒体平台在履行社会责任方面整体处于中等水平，均分超过2.5（得分率50%），但各平台的评价差异较大，呈现显著分化趋势。新媒体社会责任领域研究焦点主要集中在六大议题：平台管理与内容规范、政务新媒体与公共治理、技术发展与伦理责任、新闻实践与报道责任、健康传播与公共卫生、意见领袖与舆论引导。在智能时代，新媒体社会责任面临平台与技术带来的新主体困境。针对这一困境，应从责任技术系统、责任内生平台和责任伦理教育三个方面，探索新媒体社会责任的创新实践路径。
评价篇使用“新媒体社会责任评价指标体系3.0”，对国家级新闻网站、媒体微博、媒体微信公众号、地方新闻网站、县级融媒体、平台视频号等6类典型新媒体平台进行实证分析与理论探讨。研究发现：国家级新闻网站的社会责任践行表现出阶段性重心转移与多元化特征。通过打造优质信息、创新价值引领模式及强化信息反馈，其履责能力逐步提升。地方新闻网站历经初步探索、快速发展及挑战并存阶段，社会责任意识与能力呈波动性趋势。随着体制机制改革难度加大及新媒体的冲击，其发展面临机遇与挑战并存。县级融媒体在信息传播与政策解读方面成效显著，能够有效传递主流价值观，但在内容原创性、互动性及多样性上存在不足。媒体微信公众号在信息生产与主流价值传播方面具有显著优势，但受社交媒体生态变化影响，仍需在新闻专业性及价值理性上持续优化。媒体微博履责能力呈阶段性上升趋势，在公共议题讨论中具有一定引导力。部分媒体微博过度追逐热点，缺乏深度分析与独立判断，需进一步提升议题参与深度与传播质量。视频号则面临信息生产能力不足、价值引导缺失、内容传播乏力等问题。建议通过扶持优质内容生产、鼓励多元主体参与及优化算法，促进其社会责任履行能力的提升。本书通过对2024年新媒体社会责任现状的横向分析与重点平台历时性履责情况的纵向评估，揭示了新媒体平台在信息生产、价值引导、文化教育、协调关系等方面的责任表现与差异，厘清了平台类型与社会责任履行水平之间的关联性。
专题篇围绕2023～2024年新媒体发展的典型现象、热点议题与重点人群展开深入研究，聚焦智能技术变革与社会责任履行的多重维度，展现了新媒体在技术、政策与社会层面的复杂互动，为探索智能化时代的新媒体社会责任提供了学理依据和实践参考。
案例篇通过三个典型案例，聚焦新媒体社会责任在政务传播、企业社会责任、媒介素养、场景传播和数据安全等领域的表现与问题。案例篇以具体情境剖析新媒体社会责任问题，为完善行业治理提供了路径参考。
最后附有“十周年特别访谈”，回顾中国新媒体履行社会责任的历程，剖析核心问题与关键要素，并探讨未来治理体系的优化路径。
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总报告
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评价篇
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专题篇
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案例篇
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十周年特别访谈
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