媒介企业社会责任战略的双重诠释:行动与结构——基于吉登斯结构主义的视角  

Dual interpretation of CSR of media enterprises:a study on action and structure from the perspective of Giddens structuralism

作　　者：侯亚丁 HOU Ya-ding

机构地区：[1]浙江传媒学院文学院,浙江杭州310018

出　　处：《东南大学学报（哲学社会科学版）》2022年第6期51-59,147,共10页Journal of Southeast University(Philosophy and Social Science)

基　　金：国家社科基金“基于辩证法视角的媒介产业哲学建构研究”(16BZX030)部分成果。

摘　　要：媒介企业同时生产经济产品和文化产品,扮演着提供双重商品的准公益机构的角色,承担的社会责任大于传统企业。结构理论认为只有人有能力承担责任,任何形式的集体都不能成为代理。组织代表授权人的权力容器,使其行动范围成为可能并同时加以限制,因此组织既是人类活动的结果,又是人类活动的媒介。吉登斯结构主义理论打破了行动与结构间二元对立,建立起二者间的辩证统一关系。媒介企业CSR实践中行动对结构的嵌入并非机械结合过程,而是面对二者复杂互动关系下的相互形塑。企业CSR实践不能仅仅通过其结构属性来理解,还必须考虑这些结构属性如何以不同的方式发挥出来,这取决于主观代理人如何主动地、自反地利用它们。按结构理论,日常组织生活的特点是结构再生产和转型的交替阶段,但连续性和变化的过程在很大程度上是不可预测的。行动者当面对组织结构异质、自我反身理解以及不确定的资源分配等境况时仍然会挑战之前认为恰当的战略取向。Media enterprises shoulder more social responsibility than traditional enterprises since they are quasi-public organizations producing both economic and cultural products.Structural theory holds that only people are capable of taking responsibility while any form of organizations cannot.The theory also believes that organization is a vessel of authority for the delegator,making his practice possible and at the same time limiting the scope of his action.In this sense,organization is both the result and medium of human activity.Giddens structuralism breaks the binary opposition between action and structure and establishes the dialectical unity between them.In the corporate social responsibility(CSR)practice of media enterprises,the embedding of action into structure is not a simple combination but a mutual shaping process.How the structural attributes of CSR practice are showed should also be taken into consideration in order to better understand CSR practice,which depends on the subjective agent’s active and reflexive use of them.According to the structural theory,daily organizational life is characterized by alternation of structural reproduction and transformation,but the process of continuity and change is largely unpredictable.When the actors face organizational structure heterogeneity,self-reflexive understanding and uncertain resource allocation,they tend to challenge the strategic orientation which were thought to be appropriate.

关 键 词：媒介企业 社会责任 结构主义 吉登斯 

分 类 号：F270[经济管理—企业管理]