CAJ | 학술논문

大众传媒的导向责任是其引导受众、参与社会建设的重要职责和功能。借助内容分析法对2008—2011年主要热点事件进行解读以及消费社会下对大众传媒的审视与剖析，发现存在于现实中的一个悖论：一方面时代与社会对大众传媒导向责任日益重视，另一方面则是大众传媒导向责任偏差事件层出不穷。综合新闻传播学理论和现实案例分析，找出产生这种矛盾状况的深层原因，并针对性地提出建构大众传媒导向责任良性循环发展的意见和建议，以期对当前大众传媒导向责任面临的现实问题提供解决思路。
대음전매적도향책임시기인도수음、삼여사회건설적중요직책화공능。차조내용분석법대2008—2011년주요열점사건진행해독이급소비사회하대대음전매적심시여부석，발현존재우현실중적일개패론：일방면시대여사회대대음전매도향책임일익중시，령일방면칙시대음전매도향책임편차사건층출불궁。종합신문전파학이론화현실안례분석，조출산생저충모순상황적심층원인，병침대성지제출건구대음전매도향책임량성순배발전적의견화건의，이기대당전대음전매도향책임면림적현실문제제공해결사로。
The leading responsibility of mass media is the significant duty and function to guide the audiences to partici- pate in social construction. With the help of the content analysis approach, we explain the main hotspot events over the period from 2008 to 2011, analyze the mass media in the consumer society. We find that there is a paradox in reality that on the one hand, the era and society pay increasingly great attention to mass media, while on the other hand the de- viation events of the leading responsibility of mass media emerge endlessly. Integrating the theories of journalism and communication and the analysis of actual cases, we figure out the underlying reasons of this contradictory state, and purposely put forth our opinions and recommendations about the development of the virtuous cycle of the leading responsibility of mass media in an attempt to provide ideas for solving the actual issues faced by the leading responsibility of mass media at present.