施拉姆和奥斯楚尔等学者曾对当代媒介社会角色进行研究并建构各自的报业理论。然而,在政治、社会和经济三种因素的共同作用下,当代媒介社会角色正处于动态变迁之中。基于对各种媒介社会角色变迁的观照,本文建构媒介社会角色动态变迁模型并清晰地呈现当代媒介社会角色的动态变迁目标、方向和路径。总体而言,当代媒介的社会角色正由原来的单极角色向多元角色变迁。 Scholars such as Schramm and Oschule have studied the role of contemporary media society and constructed their own newspaper theory. However, under the joint action of political, social and economic factors, the role of contemporary media society is undergoing dynamic changes. Based on the change of role of various media society, this article constructs the dynamic change model of the role of media society and clearly presents the dynamic change objective, direction and path of contemporary media society. In general, the social role of contemporary media is shifting from the unipolar role to the multi-faceted role.