中国新媒体社会责任研究报告（2020～2021）
书 名： 中国新媒体社会责任研究报告（2020～2021）
英 文 名： REPORT ON THE CHINA’S NEW MEDIA SOCIAL RESPONSIBILITY （2020-2021）
作 者： 钟瑛 芦何秋 余红 李亚玲 孙亮
I S B N： 978-7-5201-9169-2
丛 书 名：
新媒体社会责任蓝皮书
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关 键 词： 媒体（新闻） 社会责任 新媒体
出版日期： 2021-10-01
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中文摘要
本报告是华中科技大学“新媒体社会责任”课题组2020～2021年度分析报告，由华中科技大学新闻与信息传播学院同中国网络传播学会组织编撰。
本报告以“新媒体社会责任”为主题，通过“新媒体社会责任评价指标体系3.0”对2020～2021年国内主要的新媒体平台进行了系统且全面的考察。2021年新媒体社会责任蓝皮书依然聚焦于过去两年来中国新媒体发展的新问题、新现象和新趋势，这三个方面的“新”体现在：第一，新冠肺炎疫情作为全球性突发事件，给新媒体传播及其社会责任履行带来了新的研究问题；第二，在新冠肺炎的历史传播场景中，出现了诸如县长带货、健康码传播、恐惧谣言传播等新的传播现象；第三，结合过去两年的新媒体发展历程，本报告将国家级主流媒体VLOG新闻、县级融媒体中心、政务抖音等具有标杆趋向效应的研究对象纳入本书的讨论之中。
总报告以媒体信任作为理论切入点，立足于新媒体近几年的发展历程对媒体信任的历史嬗变、类型表现、存在问题与信任重构进行了分析，作为后三个部分研究展开的理论背景。
评价篇使用“新媒体社会责任评价指标体系3.0”对6类典型的新媒体平台进行了社会责任的实证评价与理论分析。评价对象包括：地方新闻网站、国家级主流媒体VLOG新闻、主流媒体微博、县级融媒体中心、短视频平台、音频平台。其中，主流媒体VLOG新闻、县级融媒体中心和音频平台都是第一次作为评价篇的研究对象出现。评价篇的量化分析结果全面呈现了2020～2021年度新媒体社会责任的履行现状，并在此基础上根据不同类别平台的传播特点提出了社会责任优化方案。
专题篇对2020～2021年新媒体发展中的典型现象、热点议题与重点人群进行了研究，研究重点包括：典型现象方面，如在新冠肺炎疫情背景下，分析无罪推定前提下网络谣言的权责认定与澄清机制；突发公共卫生事件网络谣言形成、危害与治理等。热点议题方面，如以健康码为例分析疫情追踪技术的社会建构；在信息生命周期视角下讨论疫情防控移动应用的隐私政策；“死亡提醒效应”下的新闻道德判断与伦理责任感问题；健康类微信公众号女性健康传播；等等。重点人群方面，如专家型微博意见领袖的社会责任评价与治理；弹幕社群的表征、影响与发展策略；“县长抖音”政务短视频运营逻辑与社会责任评估；等等。
案例篇选取了近年来发生的三个典型案例，以“深度伪造”信息，淘宝、京东、拼多多等电商平台，“艾滋病”媒介归因等作为分析对象，探讨了风险传播、媒体责任、企业社会责任、受众污名化感知等问题。
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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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