【作者】 聂文婷；

【导师】 吴廷俊；

【作者基本信息】 华中科技大学 ， 传播学， 2006， 硕士

【摘要】 随着互联网事业快速发展,我国网络媒体经营意识不断增强,网络媒体内容也日趋丰富起来,适应了广大受众日益丰富的文化生活需求,已成为人们获取信息、生活娱乐、互动交流的新兴媒体。但不可否认的是,网络媒体的发展过程中也出现了一些问题,首当其冲的,就是冲击着大众传媒社会责任意识的商业主义潮流。由于商业网站自身的经营性质,为了谋求更好的生存和发展,他们不得不采取市场导向,迎合网民的需求,获得更高的点击率,并以此争取广告商,追求经济利益最大化。因此,目前大量商业网站存在着传播不健康信息、刊载格调低下的图片、提供不文明声讯服务,甚至传播色情内容等严重危害社会的问题。清除不健康信息,营造健康文明的网络文化环境已成为全社会的共同呼唤和迫切要求。本文采用内容分析法,通过对新浪、搜狐、网易三个有代表性的商业门户网站新闻频道的实证研究,考察其登载的新闻信息的主题类别和报道质量,得出当前商业网站新闻信息具有市场化倾向的结论。继而从商业网站的经济属性分析其市场化的原因,从商业网站的社会属性分析其市场化的影响,最后从如何把握市场化程度、增强网站综合实力和加强外部监管三个方面,探讨实现商业网站经济利益与社会责任平衡发展的出路。更多还原

【Abstract】 Along with the fast development of the Internet, the managing conception of the network media in our country enhances increasingly. Simultaneity, the contents of these media become more and more abundant. They have satisfied the cultural demands of the audiences, and become the burgeoning media to acquiring information, amusement and intercommunion. However, it cannot be denied that in the developing course of the network media, some problems have appeared. The most prominent one of these problems is the commercialized current which is striking the social responsibility consciousness of the mass media.Owing to the managing property of the commercial websites, in order to subsist and develop better, they have to adopt to market-orientation, cater for the demands of audiences, gain higher clicking rate, and pursue the maximum profit. Therefore, a number of commercial websites have such serious problems as diffusing unhealthy information, pictures and audio service, so much as publishing pornographic content. As a result, eliminating the unhealthy information and constructing a healthy network circumstance have become the common appeal and exigent request.This thesis adopts content analysis method, through the demonstrative research of the news programs of Sina, Sohu and Net Ease, which are three representative commercial websites, investigates the subject categories and report quality of their news, educes the conclusion that the web-news of commercial websites take on market-orientation currently. Then it analyses the reasons of the market-orientation from the economic property angle, and the influence of them from the social property angle.Last but not least, it discusses the approach of achieving the balance between economic profit and social responsibility from three aspects, viz. holding the extent of market-orientation, enhancing the strength of websites and intensifying exterior supervision.更多还原