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中国新媒体社会责任研究报告(2016)

书 名: 中国新媒体社会责任研究报告(2016)
英 文 名: REPORT ON THE CHINA’S NEW MEDIA SOCIAL RESPONSIBILITY (2016)
作 者:  钟瑛 余红 陈海 余秀才 芦何秋
I S B N: 978-7-5097-9838-6
丛 书 名: 新媒体社会责任蓝皮书 订阅
关 键 词:  新媒体 社会责任 中国
出版日期: 2016-12-01

中文摘要

本报告是华中科技大学“新媒体社会责任”课题组2016年度的分析报告,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,以大数据分析为基础,通过新媒体社会责任指标体系对国内现有主要的新媒体类型进行了全面考察。

总报告在2014-2015社会责任蓝皮书的研究基础上,对新媒体社会责任的现实困境、原因及对策进行了深入讨论。新媒体社会责任的现实困境表现为违法和不良信息泛滥,信息安全与保护问题凸显,公众教育和监督不力。导致这种情况的原因主要包括:信息原创不足,侵权控制不力;风险监控单一,失范监督滥情;娱乐追求过度,文化传承偏向;互动设计单调,用户体验欠佳。新媒体社会责任的提升路径可以从以下四个方面入手:净化信息空间,注重信息品质;提供环境监测,搭建监督平台;传衍文化价值,提升文化品格;构建和谐生态,促进关系协调。

评价篇运用新媒体社会责任指标体系对典型新媒体类型进行社会责任评估,主要评估对象为国家级新闻网站、传统媒体微博、微信自媒体公众号、视频网站、游戏网站、科普网站、儿童门户网站和原创网络文学网站。评价篇在对研究对象进行社会责任整体评估后,根据研究对象的传播特点与市场定位,重点对信息生产和文化教育两个维度进行深入分析。研究显示:国家级新闻网站、传统媒体微博、视频网站和科普网站在信息生产方面做得更好,基本能保证真实、客观、及时等要求,但信息的原创度、全面度和深度方面不足,内容同质化的现象还比较普遍。微信公众号、青少年网站、游戏网站、文学网站的文化教育方面做得更好,大部分评估对象都能够将主流价值观不同程度地融入到传播信息中,不足之处在于娱乐内容把关还不严格,部分评价对象的传播样本中存在暴力、色情和血腥内容。

专题篇集中呈现2016年新媒体传播领域的研究热点,以典型现象和重点平台为研究对象,探讨信息传播中呈现的伦理问题和社会责任反思,典型现象主要涵盖电商购物节、网络视频直播和洋葱新闻,重点平台主要涉及新闻客户端和微博等。典型现象方面,电商购物和网络直播成为2016年持续的热门话题,洋葱新闻作为一种新事物和新现象,聚焦了新一轮的热点关注。专题篇从消费文化与传播伦理两个维度对电商购物节、网络视频直播、洋葱新闻三类典型现象引发的社会责任思考进行了集中探讨。重点平台方面,新闻客户端和微博是新媒体信息传播的重要媒介,也是新媒体社会责任履践的重点平台,专题篇以对比研究的视角关注新闻客户端的社会责任问题,并从突发事件和意见领袖的角度分析微博的社会责任担当。

案例篇聚焦于社会热点事件,以框架分析、文本分析、话语分析、内容分析等研究方法,对事件在微博、微信、新闻客户端等新媒体平台传播过程中引发的风险传播、舆情传播和形象传播等典型案例进行解析,探讨新媒体社会责任问题。

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