the return of the social responsibility awareness of tv media ——from the perspective of the social

1、<p>　　The Return of the Social Responsibility Awareness of TV Media ——From the perspective of the social</p><p>　?。?. School of Media Communications, Linyi University, Linyi, Shandong, China 276000; <

2、;/p><p>　　2. School of Media and Design, Shanghai Jiao Tong University, Shanghai, China 200000） </p><p>　　Abstract. In our form of government, the television agencies at all levels is an important

3、part of the state apparatus, has an important role to convey information, communication up and down, educate citizens, and monitoring of social. In a market economy, they are still the main body of the market economy. Un

4、der the regulation of the market, the entertainment television programs presented blowout like trends, to bring numerous adverse impact on society and individuals. To prevent excessive ente</p><p>　　Key word

5、s: Limit entertainment order, Theory of social responsibility, Red cultural </p><p>　　In our country, the television agencies at all levels not only is an important part of the state apparatus, convey inform

6、ation, communication up and down, and educate the public as well as the social development process of an irreplaceable important position, an important part of TV institutions at all levels and the market economy. Entert

7、ainment television programs present the blowout-installed trends due to the role of the market, which has an adverse impact on society and individuals. </p><p>　　1 The Status Quo of the Current Television En

8、tertainment </p><p>　　As a social phenomenon, entertainment is the pursuit of happiness; to ease the pressure on the survival of nature itself there is no right or wrong. The moderate Entertainment is conduc

9、ive to an individual's physical and mental health and social stability and harmony. With the development of technology, especially television, the Internet, mobile phones and other media since the advent of the forms

10、 of entertainment began using these vectors flourished. At the same time, due to the establishment </p><p>　　In order to change this situation, in October 24, 2011, the State Administration of Radio, Film an

11、d Television (SARFT) issued the "views on further strengthening the comprehensive channel program management star on television" (commonly known as "limited entertainment Order") requirements views Zi

12、m Integrated Channel 34 TV from January 1, 2012 to raise the amount of broadcast news programs, some of the types of programs broadcast at the same time the implementation of the regulation, in order to</p><p&

13、gt;　　2 Two Explorations of the Television Media Functions </p><p>　　For the function of the mass media, the famous American dissemination scientist Lasswell, Wright, and the French news scientist Neier Na Wa

14、ye Na has elaborated. They think that the spread of the function is: "First, the environmental testing. Second, the social parts were to adapt to the environment and to establish mutual relations. Third social herit

15、age passed on from generation to generation. Provide entertainment and reported functions, random debates functions, the accompanying entertainmen</p><p>　　TV has a special role in the spread function. From

16、the angle of spreading, some scholars have suggested that the television media has in social cohesion, harmony emotion, to enhance unity, cultural heritage, confirmed order "? important function. </p><p&g

17、t;　　TV in the practice of the dissemination process, especially because of its entertainment programs away from the political and social sensitive topic, operability strong. Recently, it shows the two diametrically oppos

18、ite practice modes. 　　2.1 The Ratings-oriented Business Model </p><p>　　Oriented market ratings and commercial models mean the representative of the national television media at all levels to outside Chongq

19、ing TV. Radio and television industry from the financial allocation from the end of the last century, the television stations in the country have "sea" has become the main body of the market economy. Under the

20、regulation of the market economy, the program market is of segmentation. Television programs in order to maximize the pursuit of economic interests, and gra</p><p>　　The ratings come from the development bas

21、ed on a 1995 national television audience research network "from" CCTV survey Consulting Center. In 1997, CCTV - Sofres Media Research (CSM) was established, world-renowned ratings research firm AC Nielsen Medi

22、a Research, the company also entered China in 1996. Starting from the mid-1990s, the ratings were taken as the television market signals and leverage the increasingly prominent role. </p><p>　　Ratings play a

23、n important role in the development of the television industry. It provides an objective basis for advertisers, advertising and television media advertising sales, promote TV advertising, as well as the television media

24、to grasp the demand conditions of the viewers of television programs, prompting media production and broadcast more in line with market requirements, to promote market-oriented television programs. </p><p>　

25、　2.2 Red Culture-oriented Media Public Exploration </p><p>　　The red culture of the Communist Party of China in the history of the revolution, construction process developed consists mainly Jinggangshan spir

26、it [1], the Yan'an Spirit [2], the Long March spirit [3], are the main spirit of the peculiarities of China's ideology in the cultural field. The red culture highlights the firm belief in the revolution and wins

27、the spiritual pillar of the Communist Party of China. The public nature of the media until controversial topic in the field of communication, </p><p>　　3 Correction of Two Modes </p><p>　　In Oct

28、ober 2011, the SARFT issued a document requiring integrated channel starting from January 1, 2012, the star on the television to raise the amount of broadcast news programs, some of the types of programs broadcast at the

29、 same time the implementation of the regulation, in order to prevent excessive entertainment and vulgar tendencies to meet the needs and aspirations of the majority of the audience diversified multi-level high-grade. “Li

30、mited entertainment Order" to do the necessary to enfo</p><p>　　The Media social responsibility theory was originated in the United States. It is affected by the Amendment to the Constitution of the Uni

31、ted States; the liberal theory has been in a dominant position. Due to the changes in the property rights system, the operating model of the West's economic and social development and media and communication technolo

32、gies, media social responsibility theory began to sprout. At the beginning of the 20th century, the U.S. press has raised part of the social respo</p><p>　　China's media and social responsibility start l

33、ate. It influenced by the Western press theory as well as the impact of the four theories of the press, in the 1980s, the Chinese scholars began to pay attention to this theory. However, the theory of the social responsi

34、bility of the media in the context of the basic national conditions of China's special, showing the unique characteristics of the press to put forward a number of requirements, mainly: first, to adhere to the princip

35、le of truthfulnes</p><p>　　4 Suggestions </p><p>　　Firstly, enhance innovation. Innovation is a significant feature of the outstanding television programs. Even the "ism" TV shows want

36、s to be "localization" cannot copy. </p><p>　　Secondly, get rid of the ratings supremacy of elimination mechanism. Ratings specifically reflect direct television program market regulation, has an i

37、mportant role in the value of the evaluation program, but even so, the TV program cannot rely entirely on the market entirely in the ratings as the sole assessment standards. </p><p>　　Thirdly, remodeling of

38、 television media awareness and social responsibility. TV media in our society in which the status of the television media must establish the supremacy of the state, society and the interests of the people, the fundament

39、al code of conduct to ensure that the public nature of the television medium. </p><p>　　Fourthly, the construction of the TV shows the diverse assessment mechanism. Television media to ensure a social respon

40、sibility, we must also pursue vigorous the dominant position in a market economy. On the one hand to strengthen media management, on the other hand, the autonomous status of the media has to give the decentralization. &l

41、t;/p><p>　　Fifthly, increase the intensity of media training for professionals, raise awareness of social responsibility of the media management and market awareness, while a variety of ways to improve the medi

42、a literacy of all the people, cleared fundamentally "conventional" production soil. </p><p>　　References </p><p>　　1. Lidan Chen, "Journalism Theory Ten Lectures", Fudan Univ

43、ersity Press, 2008, 150 </p><p>　　2. Lidan Chen, The press theory Ten Lectures ", Fudan University Press, 2008, p152 </p><p>　　3. Binjuan Zhang, "The TV media events and ceremonies spr

44、ead", "Modern Communication" 2010, 5 29 </p><p>　　4. Dennis McGuire: McGuire mass communication theory "(fifth edition), Tsinghua University Press, 2010 7 140 </p><p>　　5. Ji