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媒体承担社会责任是媒体可持续发展的必然选择,也是构建媒体公信力的重要基石。通过有效的途径实现媒体的社会责任,使媒体成为真正对公众负责的媒体是媒体社会责任实践的目的。通过考量我国当前媒体社会责任实践的实际情况和不同途径,发现维护媒体自律以及建立他律制度体系来促进媒体社会责任的履行,是媒体社会责任实践的有效途径。当前,媒体社会责任的加强实质是应当对社会建设和社会管理创新的加强是同步和同向的,媒体社会责任是在党和政府力量主导下对媒体社会功能的释放和强化。因此,政府的行政力量仍然是促进媒体社会责任实践的重要手段和力量。
To assume the social responsibilities of the media is an inevitable choice for the sustainable development of the media and an important cornerstone for building the credibility of the media. Realizing the social responsibility of the media through effective ways and making the media a media that is truly responsible to the public is the purpose of the media’s social responsibility practice. It is an effective way to practice social responsibility in media by considering the actual situation and different ways of current social media practice in our country and finding that maintaining media self-discipline and establishing a system of other disciplines to promote the fulfillment of media social responsibility. At present, the essence of strengthening the social responsibility of the media is that the social construction and social management innovation should be synchronized and co-oriented. The social responsibility of the media is the release and strengthening of the social functions of the media under the leadership of the party and government forces. Therefore, the administrative power of the government is still an important means and force to promote the practice of social responsibility in the media.