Contents

Ⅰ　Ceneral Report

1　Investigation and Review of China’s New Media Social Responsibility

　　【Zhong Ying, Lu Heqiu and Li Qiuhua】／001

Abstract: The development of China’s new media has entered a new stage under the current “Internet Plus” national strategy.The industrial implementation of new media social responsibilities is facing with new opportunities as well as challenges.On the basis of a full-scale review of both the domestic and international implementation history of new media’s social responsibility，this paper intends to: 1）revise the 2014 new media social responsibility indicator system：2）employ the indicator system to examine existing major types of China’s new media：3）find problems and provide workable methods and solutions for the construction of the social responsibility of new media.

Keywords: New Media；Social Responsibility；Indicators System；Industry Evaluation

Ⅱ　Evaluation Reports

2　Provincial Mainstream News Websites’ Social Responsibility and its Evaluation

　　【Luo Xin, Yu Qian】／027

Abstract: With the rapid development of the Internet，the provincial mainstream news websites are becoming strong teams.At the same time，they should perform more extensively social responsibility.According to the responsibility index system of new media social which is built in our project，the evaluation analysis shows that compared with the national news websites，provincial mainstream news websites have a certain gap in performing their social responsibility，and their functions are always missing at a different :information is lack of originality and localization：content and platform about social supervision is weak：cultural education content is unbalanced：the control over entertainment content is not strict：online interactive effect is poor，and so on.Therefore，the paper proposes some improving strategies to enhance provincial mainstream news websites’ social responsibility: strengthen news originality and localization in the aspect of information production：expand the content of the social supervision and guide correctly public opinion：pay attention to cultural communication，check on entertainment content：and train professional talents：play platform’s full role to realize virtuous interaction of the public.

Keywords: Provincial Mainstream News Sites；Social Responsibility；Evaluation Analysis；Improving Strategies

3　The Investigation and Assessment on Social Responsibility of Business Websites

　　【Wang Jing, Chen Pan】／041

Abstract: The large-scale commercial websites is the network news media in relative to the central or local news websites. This paper will focus on the large-scale commercial websites approved by the State Council Information Office. In this paper, the specific samples are: Tencent, Sina, Sohu, Netease, ifeng. According to Alexa rankings, the samples chosen has certain representative meaning. This paper adopts quantitative research and the combination of qualitative and quantitative analysis to undertake a comprehensive assessment of local news websites’ social responsibility, with the scores in descending order Netease (4.46), iFeng (4.43), Sina (4.39), Sohu (4.36), Tencent (4.00). The process of evaluating discoveries that large-scale commercial sites have the 5 following problems: the insufficient control in agenda setting, the insufficient control in advertising, and the urgent to improve the practice in social value, low quality in entertainment health, and the lower quality of Internet users having interact act compared with whole Internet users.

Keywords: Business Websites；Social Responsibility；Quantitative Assessment

4　The Evaluation of Social Responsibility on Search Site

　　【Zhang Junhui, Yan Xiaotong and Wang Chen】／056

Abstract: The research comments the social responsibility of searching website according to analyzing related statistics. The result shows that the overall of civil searching websites undertaking social responsibility is in the medium range. The relatively higher score is information production，but in the aspect of social supervision they lack responsible consciousness. They presents obvious polarization in information production and are influnced by website quality and location in culture education. The interactive advantage don’t fully expressed in coordinating relationship and websites have obvious difference in social supervision. The research thinks improving the social responsibility should combine external regulation and inner consciousness，express strict technology ‘advantage，balanc grand theme and micro care，promote interactive quality，hold social responsibility integrity and develop quaternity’ linkage mechnism.

Keywords: Search Engine; Website; Social Responsibility; Evaluation System

5　Social Responsibility and Evaluation of Video Website

　　【Liu Qiong, Liu Liya and Zhang Lijing】／076

Abstract: The phenomenon of delinquency and anomie in network video communication has made an obvious detriment, social responsibility of video websites are deserved to think deeply. After research the fulfillment about social responsibility in eight representative websites, the study shows that the level of social responsibility in video websites is generally average. Among all social responsibilities, the performance in information production is generally good, but the rest of the various functions such as cultural education, coordinate relations and social supervision have not been fully play. According to this study we propose the improvements as followings. Manage vulgar videos strictly, enhance click through rate via different content;Strengthen the potency dimension of social supervision and expand the scope of supervision; Expand cultural and educational features moderately, meanwhile considerate entertainment; Emphasis on public services and carry out public and interactive activities actively; Train the media literacy among netizens, improve their capability of video production and appreciation.

Keywords: Video Websites; Social Responsibility; Evaluation

6　Social Responsibility and Evaluation of Youth Website

　　【Li Qingqing, Yu Xiucai and Xu Dan】／094

Abstract: Youth Website is one of the most important platforms with teenagers’ education and knowledge science, the implementation of its social responsibility can be used as a study indicator to evaluate the development level of Youth Website. According to the unified construction of the new media’s social responsibility index, by extracting the seven typical YouthWebsites as the research objects, the study found that Youth Websites’ information productionresponsibility perform the best, social supervision responsibility and cultural educationresponsibility perform better, and coordination responsibility perform poorly. We suggest that the basic paths of developing Youth Websites’ social responsibility are paying attention to origin, highlighting supervision, regulating vulgar contents and various interactions. We also suggest that there are four important strategies to reconstruct Youth Websites’ social responsibility, which areimproving the quality of information production and strengthening the process control , guidingthe network public opinion and revealing citizen consciousness, advocating healthy entertainmentand highlighting the positive energy transmission, optimizing the users’ experiences and payingattention to the terminal extension.

Keywords: Youth Website; Social Responsibility; Countermeasures and Prospect

7　Evaluating Media WeChat Official Accounts’ Society Responsibility【Li Yaling】／115

Abstract: This paper takes nine Media WeChat official accounts as cases, mainly using the content analysis method, to evaluate their social responsibility. Data results show that on the whole, maistream authority media’s social responsibility score highest, CCTV News, CCTV Finance and People’s Daily Online rank the top three. China Newsweek is the most significant on culture and education function, Guangzhou Daily is prominent on commercial activities and charitable activities, thus scores highest on coordinate relationship function.Because of the significant social and interactive characteristics of WeChat, most of the media WeChat official accounts pay more attention to improve the communication and interaction with users, and focus on providing service, so the function of information production is relatively secondary. It also exists the problem of lack of originality in media WeChat official accounts. As the professional information production organization, media WeChat official accounts should invest more in producing original content, and at the same time of providingbetter service and communication, still insist on providing quality and individual information products.

Keywords: Media; Wechat Official Accounts; Social Responsibility

8　Evaluation of Social Responsibility of Media Micro-blog【Chen Ran】／133

Abstract: This study attempts to construct a evaluation index system for social responsibility of Media micro-blog and evaluates the social responsibility of typical media micro-blogempiricallybased on data captured and analyzed from micro-blog.The study foundthe reality of media micro-blog’s social responsibility is optimistic in 2015. The level of fulfillment of the four dimensions from high to low is as follows: the production of information, cultural and education, social coordination, social supervision.Thecommunicationactivities of most media micro-blogpresent the obvious characteristics of moderation. At present,homogenization of content is a serious problem. When Media micro-blog shoulder social responsibility, theirawareness of self-protection and avoidanceis quite obvious. To upgrade the overall level of media micro-blog in social responsibility, media organizations, news industry and governmentshould work together.

Keywords: MediaMicro-blog；Social Responsibility；Information Production

Ⅲ　Special Reports

9　Social Responsibility Evaluation of New Media Management Policy in 2014-2015

　　【Liu Rui】／148

Abstract: This paper carding the 2014-2015 New media management policy, analyzing the changes, nature and trends. It is found that China's new media policy appear to value media convergence, copyright, cultural security and other new initiatives, and continue to fight against and clean up harmful information, nonstandard marketing activities. Meanwhile, the Mobile instant messaging tool, audio-visual APP and news APP become the focus of management objects. Subject of media regulation in our country has been re-integration, campaign-style governance is still the major governance pattern. In the future governance of the new media, we should pay more attention to the integrity, sustainability and transparency of policy, to the protection of market players rights rather than blindly limiting rights.

Keywords: Media Regulation; Social Responsibility; New Media Policy

10　The Environmental Communication and the Social Responsiblity of Media in the New Media

　　Environment【Zhang Shuhua, Yuan Yihan】／162

Abstract: The new media environment reinforces the information transfer，information supervision，social coordination and Social inheritance features of the environmental field. Typical environmental events reflecting the environmental transmission situation and problems illustrate that discourse power，expression path，media ecology has undergone structural changes in the new media environment. In this scenario，to improve performance of the media environment spread，we must turn to assume the three responsibility：①Using the new media to complete the information communication ，public opinion supervision，social comfort duties in the spread of environmental events and issues. ②In the process of “cultivating health ethics”，we should complete the daily social mobilization and public education in the internal and improve the environmental image in the external. ③In the environment construction of “social community” act as the driving force of social to reach the goals of communication ，coordination，integrated society.

Keywords: Environmental Transmission；New Media；Media Responsibility

11　Social Media Employing to Communicate Health Information and Their Responsibilities

　　Constructing【Wu Shiwen, Xu Shaoshen and Xu Jing】／180

Abstract: The paper focuses on the issue that how social media create and disseminate health information. Taking Sina Micro-blog as an example，the paper discusses responsibilities of health communication in social media from the perspective of quality for creating information. We adapt 7 indexes，which are reality，authority，effectives，comprehensiveness，depth，originality and objectification. This research finds low quality of health information in micro-blog entirely with analyzing 800 posts originally created in 2014 via both personal accounts and commercial accounts in Sina micro blog （10 accounts for each）. Though health information in Micro blog is generally timeliness，highly authentic and comprehensive，most content are considered lacking depth，low originality，objectivity and authority. Comparing personal accounts to commercial accounts，personal accounts show obvious polarization over authority and objectivity，with more faked health information than commercial accounts. There are no difference in both of Objectivity and Timeliness of the two. Since Low quality of health information in social media is worrisome and duties of health communication in micro blog is difficult，responsibilities of health communication in social media are building up with fostering capability of health communication，strengthening codes of commercial accounts，encouraging more helpful advices from health experts and other useful ways.

Keywords: Social Media；Health Information；Social Responsibility；Micro-blog

12　An Empirical Evaluation of Micro-blog Group of Opinion Leaders in the Media Practitioners

　　of Social Responsibility【Lu Heqiu】／201

Abstract: Abstract:In this study,10 typical opinion leaders account for the case, analyzes the fulfillment of social responsibility of media practitioners micro-blog opinion leaders in the group. The study found that, the social responsibility of media practitioners overall opinion leaders in scoring in the mid to upper level. In the breakdown,media practitioners generally pay attention to the quality of information, so the information production responsibility score is high, cultural education and coordination responsibility score at a moderate level, the responsibility of social supervision with low scores. The key problem of the responsibility of governance is to strengthen top-level design and system construction, the protection of rights of media practitioners and clear its obligations, so that it can fulfill the social responsibility in the legal system, a healthy communication environment.

Keywords: Microblog; Public Opinion Leader;Media Practitioners;Social Responsibility

13　The Social Responsibility of Mobile-media—A Case Study of Tencent’s Pushing News

　　【He Jianping, Huang Xiaoxiao and Chen Zhiwei】／214

Abstract: With the liberalization of media, the ability of self-management has been improved correspondingly. The social responsibility that should be borne would be easily ignored in the procedure of news production and communication. The study based on the sample of pushing news through Tencent’ mobile application QQ, which is a news client server of Tencent. On the basis of content analysis, the research observed the theme、source and quality of the news, and then further reviewed the performance of its social responsibility. Results showed that (1) There is a tendency in the theme of the pushing news, it gave priority to entertainment news, focused on seeking novelty and sensational news to attract readers;(2) According to the evaluation indexes of information production, cultural education, environmental monitoring, entertainment providing, there are many problems within its social responsibility;(3) from legal and ethical perspective, Tencent, as a new media enterprise, should shoulder the responsibility.

Keywords: Mobile-media；Pushing news；Social Responsibility

14　The Responsibility of Reportage from the Netizen’s Views in the New Media’s Environment

　　【Zhang Wen】／234

Abstract: While the social, political, and journalistic relevance of user comments on online news items has been discussed intensively. Net users will give praise to the comment they like. The comment that gets lots of praises reflects the general.Few studies have tried to examine why some online news comments are more interactive than others. Based on the rationale of news value theory, a quantitative content analysis of 320 user comments showed that the factors aggression, facticity, uncertainty, simplification, sarcasm can explain interactivity in news comments. Further, suggestions for Journalism professionalism are offered.

Keywords: Internet User Comment; Journalism Professionalism; News Value Theory

15　The Study on Network Uncivil Discourse and Related Factors

　　—An Analysis of News Comments of Tencent Website

　　　【Niu Jing,Hou Yanjiao and Dong Jia】／248

Abstract: The uncivilized language in Internet is becoming an popular issue with an increasing Internet participation.This paper analyzed News Comments of Tencent Website and explored network uncivil discourse and related factors.The study found there was a certain number of uncivil discourse and there was no significant correlation between uncivil comments and the popularity of comments,users’ participation.However,uncivil discours and news content,news type,quality was significantly associated.

Keywords: Public Discussion; Uncivil Discourse; the Type of News; News Content; Comments Quality

16　Research on the Social Responsibility of Network Retail Enterprises in China

　　【Yu Tingting】／267

Abstract: The social responsibility is the need of the time, the call of industry upgrade and the sustainable development of the enterprise, which is considered as the most important competitive power of enterprise sustainable development. In recent years, the outbreak of the blowout type development of network retail enterprises and the consequent intellectual property rights and interests of consumers, which caused the concern of the community for network retail corporate social responsibility issues. The research take the development of the industry status and problems as the basis, by exploring the definition, dimensions and indicators of the network retail ‘s CSR, , grasp both the characteristics of the retail industry and the Internet industry. Last, this research present a series of strategy like strengthening theoretical research; perfecting laws and regulations; enhancing social responsibility consciousness; constructiing index system of CRS, in order to help related departments and the enterprise to clarify the ideas in the process of social responsibility construction.

Keywords: Network Retail; Corporate Social Responsibility; Electronic Commerce; Social Responsibility Evaluation

Ⅳ　Case Reports

17　The Research on the Governance of Government Image in Government Microblog and Wechat

　　—Illustrated by the case of Shanghai“12·31”Crowded Stampede

　　　【Li Weidong, Jia Ruixue】／282

Abstract: Illustrated by the case of Shanghai“12·31”Crowded Stampede，this paper does some research and analysis on the local Government Microblog and Government Wechat which connect this event closely，with the use of methods of Case Analysis,Descriptive Statistics,Content Analysis and Comparative Analysis.After investigating the information diffusion on the Government Microblog and Government Wechat，the multiple governance of government image，the collaboration between Government Microblog and Government Wechat，as well as the guidance of public opinion，this paper attempts to put forward some strategies and suggestions on the governance of government image by making use of the linkage of Government Microblog and Government Wechat and diversification of management.

Keywords: Government Microblog; Government Wechat; Government Image; Public Events

18　Online Irrational Emotions and Social Amplification of GMF Risks

　　【Yu Hong, Wang Qing】／300

Abstract: This study takes the “Battles of GMF risk on Microblog” which had occurred between Cui Yongyuan and Fang Zhouzi, two public intellectuals since September 8th, 2013, as a typical angle to examine the construction process and emotions mechanisms of GMF health risks on social media. The findings show that without multi-subjects’ participation, netizens tend to pour out their negative emotions, especially ethical emotions, such as anger, contempt, and suspicion, of which direct to condemn other agency on Weibo, as a result, the GMF health Risk is obstructed but other potential risks might be amplified.

Keywords: GMF；SARF；Microblog’s Opinions；Emotions

19　The Communication Function and Social Responsibility of Weibo Public Opinion Leader

　　in the Environment Protection Moblization【Deng Xiujun, Liu Jing】／314

Abstract: At the moment Chinese people say good-bye to the Spring Festival, Just before the beginning of the NPC &CPPCC, A environment protection documentary which narrated by Chai Jing published by the Chai Jing Kanjian in Weibo. At the same time, the Yuku and People Online put it on line for the linkage to the Weibo. In the follow days, this documentary leading a hot public opinion on Weibo, and it trans-pass to the others social media such as Wechat. In the process of this documentary first publish, what is the communication function and social responsibility of Weibo public opinion leader? The study focus on the mobilization roles of public opinion leader, analysis the promoter, responsor and reactor in the environment protection mobilization.

Keywords: Environment Protection Mobilization; Public Opinion Leader; Communication Function; Social Responsibility; Under the Dome

20　The News Features of the Event of Occupy the Central in Hong Kong and the Construction

　　of Social Responsibility

　　—A Case Study on People’s Daily Online’s Hong Kong and Macao Channel【Zhang Yi】／328

Abstract: The event of Occupy the central in Hong Kong Caused the attention of domestic and foreign media. But relevant academic research is not much. News report plays an important role in guiding public opinion and clear understanding. So we analyze the news features of the news of Occupy the central in Hong Kong associated with the construction of a social responsibility research and it is a very important point of view. This research used the way of news content analysis for the news of the event of Occupy the central on People’s Daily Online’s Hong Kong and Macao channel. Then the research findings are that News framework and the source of information are imbalance. In terms of source, the first source is government. Response evaluation framework is the main news frame. News frame is not balanced and it is not conducive to the guide of public opinion.

Keywords: the Event of Occupy the Central in Hong Kong;Social responsibility; People’s Daily Online

21　The Framework of Crash Report and Social Responsibility of the New Media

　　—Take the Case in MH370 For Example【Zhang Meilan, Dong Qi】／338

Abstract: Taking the frame theory as the consideration and the MH370 event as the case, this paper investigates the application of the new media in the crash reporting framework and its social impacts from four core variables, which are the frame type, the frame source, the frame discourse and frame cycle. When the new media reported the crash accident, research shows that the proper theme selection can make the report frame theme consistent with the harmonious development of the society, showing certain social responsibility. In the selection of words, the new media were generally rational and did not incite too much social bad mood, which also shows certain social responsibility. In the reporting framework of information sources, there are the following questions. First, he number of first-hand news is less than normal. Then too much related data and reports were quoted from foreign media. Finally, the factual were not provided to the domestic users in the first time. This shows China’s new media profession skill and profession quality should be improved, on the other hand, due to the update speed and the reproducing characteristics, the defects of new media information sources are not completely unmasked. In the life cycle framework, the new media usually use the reporting framework to draw great concern of the whole society, but is not able to show the audience with accurate information timely, resulting in public misunderstanding, even confusion and panic.

Keywords: Crash Report；Framework；New Media；Social Responsibility