网络媒体社会责任推进机制研究  

The Research on Promoting Mechanism of CSR of internet media

作　　者：林建宗[1] 

机构地区：[1]厦门理工学院商学系,福建厦门361005

出　　处：《科学决策》2010年第12期25-32,91,共9页Scientific Decision Making

基　　金：2010年教育部人文社会科学规划基金项目(10YJA630094);2010年福建省社会科学规划项目(2010B078)

摘　　要：网络媒体应当在舆论导向、新闻真实、社会问题、民意表达、网络文化、内容健康、知识产权和公益慈善等诸多方面,承担履行法律法规之外的更宽泛的社会责任。网络外部性、商务模式不确定性、规则机制和激励机制的缺失以及信息不对称性等是造成网络媒体社会责任缺失的主要原因。对网络媒体的社会责任约束不仅是一种"自我约束",也是一种"社会约束"。网络媒体社会责任推进机制应当建立在自愿性与强制性相结合的基础上,通过自律、合作、信息、规则和监督等机制的建设,形成有效激励,使履行社会责任成为网络媒体自愿和理性的选择。Internet media should commit broader responsibilities beyond law and regulation requirement,especially in the following issues,e.g.guidance of public opinion,news authenticity,social issues,expression of public opinion,internet culture,eligible content,intellectual property rights and philanthropy.The main factors that result in the lack of social responsibility in internet media are internet externality,uncertainty of business mode,the lack of rule and incentive mechanism,and asymmetric information,etc.The commitment of internet media in social responsibility comes from not only the self-regulation but also social constraint.CSR promoting mechanism of internet media should be constructed on the basis of the combination of voluntary and mandatory.Effective incentive mechanism can be formed by the construction of self-regulation,cooperation,information,rule and monitor mechanism,and then social responsibility will become a voluntary and rational choice of internet media.

关 键 词：网络媒体 媒体社会责任 机制研究 media internet CSR 信息不对称性 社会责任缺失 网络外部性 自我约束 知识产权 责任约束 舆论导向 有效激励 新闻真实 网络文化 推进机制 社会约束 社会问题 商务模式 

分 类 号：F124[经济管理—世界经济]