1、1The Return of the Social Responsibility Awareness of TV MediaFrom the perspective of the social Abstract. In our form of government, the television agencies at all levels is an important part of the state apparatus, has an important role to convey information, communication up and down, educate cit
2、izens, and monitoring of social. In a market economy, they are still the main body of the market economy. Under 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 enterta
3、inment of television programs and vulgarization, SARFT issued a “limited entertainment Order specific rectification requirements Comprehensive Star on 34 TV channels. In this paper, it combines the development process of the television program Entertainment, and gives a brief analysis of the introdu
4、ction of the document from the perspective of the media of social responsibility theory, “limit entertainment Order under the market economy environment, the radio and television program ratings first commercialization and red the Chongqing TV media in the 2cultural context of both the public nature
5、 of exploration mode correction, then explores the middle road sense of social responsibility of the media of radio and television programs and return to the road. Key words: Limit entertainment order, Theory of social responsibility, Red cultural In our country, the television agencies at all level
6、s not only is an important part of the state apparatus, convey information, 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. Entertainment tel
7、evision programs present the blowout-installed trends due to the role of the market, which has an adverse impact on society and individuals. 1.The Status Quo of the Current Television Entertainment As a social phenomenon, entertainment is the pursuit of happiness; to ease the pressure on the surviva
8、l of nature itself there is no right or wrong. The moderate Entertainment is conducive to an individuals physical and mental health and social stability and harmony. With the development of 3technology, especially television, the Internet, mobile phones and other media since the advent of the forms
9、of entertainment began using these vectors flourished. At the same time, due to the establishment of a market system, the levels of television have go-to-market, and to become a part of the market economy. Under the regulation of the market economy, the television program showing the trend of entert
10、ainment and intensified. Since 1997, Hunan Satellite TV has been the first to establish the banner of the entertainment, followed by other TV imitate. In recent years, the national TV games, puzzle, draft, blind and other entertainment programs have debut swarm hit show a lot of variety shows, the e
11、motional talk shows are numerous, since the television program Entertainment tendency intensified flooded. The entertainment phenomenon of television programs is not only a bad influence on adults and adolescents establish healthy ethics, values education philosophy is no good. In order to pursue th
12、e ratings, some television programs continue to break the moral bottom line, so that the authority of the media undermines the credibility decline, diminished the enthusiasm of the people to participate in public affairs, and also serve to hinder the development of civil society. In order to change
13、this situation, in October 24, 2011, the 4State Administration of Radio, Film and Television (SARFT) issued the “views on further strengthening the comprehensive channel program management star on television“ (commonly known as “limited entertainment Order“) requirements views Zim Integrated Channel
14、 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 prevent excessive entertainment and vulgar tendencies, meet the majority of the audience diversification levels of de
15、mand for high-grade ratings, require integrated channels based on news and propaganda based on Star TV channels to expand the proportion of the various types of news, economics, culture, science, education, children, documentaries broadcast. The SARFT Secretary Cai Fuchao expressly to strengthen the
16、 film and television creative guide, more quality work, and will take a variety of means and measures to resolutely curb excessive entertainment tendency to control the total amount of entertainment programs. 2. Two Explorations of the Television Media Functions For the function of the mass media, t
17、he famous American dissemination scientist Lasswell, Wright, and the French news scientist Neier Na Waye Na has elaborated. They think that the 5spread of the function is: “First, the environmental testing. Second, the social parts were to adapt to the environment and to establish mutual relations.
18、Third social heritage passed on from generation to generation. Provide entertainment and reported functions, random debates functions, the accompanying entertainment Gong. TV has a special role in the spread function. From the angle of spreading, some scholars have suggested that the television medi
19、a has in social cohesion, harmony emotion, to enhance unity, cultural heritage, confirmed order “? important function. 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, i
20、t shows the two diametrically opposite practice modes. 2.1 The Ratings-oriented Business Model Oriented market ratings and commercial models mean the representative of the national television media at all levels to outside Chongqing TV. Radio and television industry from the financial allocation fro
21、m 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 regulation of the 6market economy, the program market is of segmentation. Television programs in order to maximize the pursuit of economic interests, and gradual
22、ly form a focus on the audience, the market for the basic ratings first commercial development mode. In the process of market-oriented media, the television program ratings indicators become the lifeblood of the media; it becomes important ruler of the industrys evaluation of the program and to conv
23、ince advertisers chips. The ratings come from the development based 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 Media Research, the company a
24、lso entered China in 1996. Starting from the mid-1990s, the ratings were taken as the television market signals and leverage the increasingly prominent role. Ratings play an important role in the development of the television industry. It provides an objective basis for advertisers, advertising and
25、television media advertising sales, promote TV advertising, as well as the television media to grasp the demand conditions of the viewers of television programs, prompting media production and broadcast more in line 7with market requirements, to promote market-oriented television programs. 2.2 Red C
26、ulture-oriented Media Public Exploration The red culture of the Communist Party of China in the history of the revolution, construction process developed consists mainly Jinggangshan spirit 1, the Yanan Spirit 2, the Long March spirit 3, are the main spirit of the peculiarities of Chinas ideology in
27、 the cultural field. The red culture highlights the firm belief in the revolution and wins the spiritual pillar of the Communist Party of China. The public nature of the media until controversial topic in the field of communication, the Western scholars Habermas-depth look at the public media, propo
28、sed the concept of “public domain“. He believes that the media are the public nature of the carrier, is the cradle of the spirit of public reason. Under the impact of the market economy, the media want to keep the public must have to solve two problems: First, the problem of media operations and man
29、agement costs; media organization and institutional issues. “ To completely change due to the phenomenon of the commercialization of the television program market economy, re-establish the public nature of the television medium of television media, Chongqing began a bold 8innovation and exploration.
30、 3. Correction of Two Modes In October 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 same time the implementation of the regulatio
31、n, 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. “Limited entertainment Order“ to do the necessary to enforce the constraint on the part of the television media, did not deny the
32、 television media market players, there is no denying the ratings. In some ways it can be understood: “limit entertainment Order commercialization of the media and the public nature of the correction of the media, both to explore a combination of new exploration, media social responsibility theory o
33、f regression. The Media social responsibility theory was originated in the United States. It is affected by the Amendment to the Constitution of the United States; the liberal theory has been in a dominant position. Due to the changes in the property rights system, the operating model of the Wests e
34、conomic and 9social development and media and communication technologies, media social responsibility theory began to sprout. At the beginning of the 20th century, the U.S. press has raised part of the social responsibility of media content, then press provisions of the news reporters and editors mu
35、st bear some social responsibility. Chinas media and social responsibility start late. 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 respon
36、sibility of the media in the context of the basic national conditions of Chinas special, showing the unique characteristics of the press to put forward a number of requirements, mainly: first, to adhere to the principle of truthfulness. The real-life news adheres to the principle of authenticity to
37、ensure the accuracy of the news objectively. Second, to adhere to the guiding principles. Oriented media social responsibility theory with Chinese characteristics, is one of the fundamental differences between Chinese and Western press theory. The guiding principles of the media on the basis of adhe
38、ring to the principle of truthfulness, correctly grasp the direction of public opinion, the people responsible for 10socially responsible. Third is the principle of objectivity. It requires journalists to restore truth to the third partys stance and own personal feelings. Fourth, the principle of ti
39、meliness journalists is to grab news under the premise of respect for social responsibility at the center of gravity for the first time. “Limit entertainment Order” is the strength to stop the spread of the phenomenon of television entertainment, from time content limits the total amount of the ente
40、rtainment programs, but also requires additional news and current affairs programs and run a carry forward the traditional virtues of the Chinese nation and socialism ideological and moral construction of part of the core value system, but did not completely ignore the entertainment needs of the peo
41、ple, is the return of the television media awareness of social responsibility embodied. “Limit entertainment Order” did not completely deny the market-oriented television programs, commercialization, denied the ratings. Therefore, it can be thought, “limited entertainment Order television media commercialization and public exploration and new breakthroughs in new attempt of social responsibility premise, TV shows commercial operation. 4. Suggestions
