在媒介技术不断发展和媒介竞争不断加剧的今天,广电媒体的传播已经彰显出媒体数字化、传播网络化、市场国际化等特点。一些广电媒体为了在激烈的市场竞争中获得高收视率和高关注度,出现了违背媒介社会责任的问题。在“人人皆可成为传播者”的今天,受众的自主性、自由度和参与性也在不断增加。广电媒体录制或直播的节目除通过自身的网络、手机等新媒体平台,还可以经受众之手,上传至网络、手机等媒介得到更广泛的传播。因此,广电媒体不能只满足于提供信息和娱乐给受众,而更应该坚守自身的社会责任,不颠倒是非、不恶意伤人、不见利忘义,为受众提供一个理性健康的传播平台。 With the continuous development of media technology and increasingly intensified media competition, the dissemination of radio and television media has highlighted the characteristics of digital media, networked communications and international market. In order to win high ratings and high attention in the fierce market competition, some broadcasting media have violated the social responsibility of the media. Today, as “everyone can become a communicator,” the audience’s autonomy, freedom and participation are also on the rise. In addition to broadcasting or broadcasting live broadcast media through their own networks, mobile phones and other new media platforms, but also by the audience’s hand, upload to the Internet, mobile phones and other media to be more widely disseminated. Therefore, radio and television media can not only be satisfied with providing information and entertainment to the audience, but also should stick to their own social responsibilities. They should not turn their backs from right to wrong, do not maliciously hurt people, forgetfulness and provide a rational and healthy communication platform for the audience.