行动改变未来 心灯照亮前路——访中央电视台广告经营管理中心副主任何海明

政府、社会甚至越来越多的个人,都开始意识到需要做公益,需要唤醒社会良知,需要倡导社会公德。作为主流媒体,中央电视台更应该承担起这样一种责任。这次央视投入巨大精力资金用于公益事业,并在内容与风格上都与之前不同,是出于怎样的考虑?今年还会有更多这方面的计划吗?中央电视台作为国家电视台,一直都在努力践行中央主流媒体的责任和义务,挖掘社会的闪光点,通过电视媒体将公益广告的影响力放到最大,传播社会文明。     

媒体融合背景下公益广告传播策略的研究

公益广告对于促进精神文明建设,传播社会主流文化具有重要的作用。在媒体融合的背景下,公益广告传播大放异彩,媒体融合为公益广告传播提供了很好的契机,公益广告专业化和商业广告公益化的发展趋势越加明了,投放力度明显加大,但是其传播效果却不够突出。基于媒体融合的环境解析,进而分析媒体融合背景下公益传播环境的变化,包括媒体环境、受众需求和传播主题的变化等;最后,从传播主体、目标受众、广告内容、表现方式和传播平台等方面提出公益广告借助媒体融合平台的传播策略。     

充分认识公益广告的重要性，定期召开研讨会

近年来，中国的公益广告发展迅速，社会影响力也越来越大。但是，社会对公益广告本身的功能、作用、意义的认识还不够。首先，公益广告可以加强公民的意识教育。公民意识问题是十七大提出来的，包括志愿者精神、社会公益精神。公益广告已经成为提升公民综合素质的一种有效载体。其次，公益广告是展示企业公益形象，强化企业社会责任的优质平台。再次，公益广告能充分发挥媒体的优势，成为媒体引导社会舆论的有效抓手。     

下一站天后公益营销

近年来,“公益”一词日渐流行,从公益广告到公益活动再到公益节目,2007年底的一场雪灾更成为各媒体进行公益营销的催化剂。电视媒体的纯公益或带公益色彩的栏目活动越发踊跃,越来越多的品牌企业借助电视媒体的平台将公益活动推到我们面前。     

“灵山大会”与公益传播的发展趋势

正上周在无锡举行的2014灵山公益慈善促进大会,再次让公益广告成为业界关注的焦点。本人也有幸应邀主持了其中公益广告分会的"公益广告的创作与传播"板块。中央文明办志愿者服务工作局副局长崔海教提出的观点得到大家的共鸣:"我们就是要通过媒体的公益广告来唤醒每个人的内心慈悲。"确实如此,一方面,我们要通过有效的制度建设,强化与弘扬人心中善的部分,另一方面,"山不转水转,境不转心转",治世可以先治心,在这一过程中,公益广告无疑负有义不容辞的责任,因为广告就是与大众沟通的艺术。     

数字媒体时代下企业公益传播路径构建

从公益广告到公益传播,是广告传播行业一直探索的重要议题。随着技术的发展和营销环境的改变,构建公益传播的路径极其重要,如何推动公益传播系统化、科学化的发展是研究的重要问题。从传播环境、传播主体、传播受众、传播内容、传播形式和渠道以及传播效果几个维度进行分析,进而构建企业公益传播的路径,以其为品牌取得良好的社会效果,并且履行公益传播所肩负的社会责任。     

理事会动态

黑龙江电视台、贵州电视台、甘肃广播电影电视总台携手打造的，以“汇聚中国力量共舞公益风尚”为主题的，首届中国电视“金鸽奖”公益广告大赛日前全面启动。将挑选符合社会发展需要和对现实生活有指导意义的公益广告作品，通过三省电视公益联播平台和网络、杂志等多种媒体形式进行深度宣传，倡导社会道德风范和公益理念。     

浅析国内电视公益广告的价值和产生的影响

近年来,中国电视公益广告获得了蓬勃发展。电视公益广告的发布主体由最初的政府部门、电视媒体向企业、广告公司及社会团体共同参与转变,产生了巨大的社会效益和经济效益。电视公益广告是社会文明的旗帜,是国家理想的标杆,是媒体的社会责任。本文主要从电视广告的发展背景、电视广告的存在价值、其产生的影响方面深入研究。     

地方台电视公益广告创新性探讨

公益广告是一种面向社会公众、宣传维护社会道德与秩序的广告,有助于促进社会和谐有序运转。随着新兴媒体的出现与发展,信息传播与公众接收信息的方式在不断变化,公益广告也需要进行转变。本文对地方台电视公益广告创新的必要性进行分析,在此基础上探究公益广告创新的有效策略。     

浙江卫视《公民行动》“高调”做公益

企业对慈善事业的追求，媒体对社会责任的承担，观众对真善美的渴求——公益必然成为媒体营销人员的重要议题。     

Public relations,professionalism, and the public interest

The public interest statement contained in the PRSA Code of Professional Standards is unduly vague and provides neither a working definition of public interest nor any guidance for the performance of what most professions consider to be a primary value. This paper addresses the question of what might constitute public relations service in the public interest, and calls for more stringent guidelines to be developed whereby the profession may advance its service goals more clearly.Thomas H. Bivins, is an Associate Professor in the School of Journalism at the University of Oregon where he teaches public relations and mass media ethics. He received his Ph.D. in 1982 in telecommunication and taught for three years at the University of Delaware before returning to the U of O. Bivins received a B.A. in English and an M.F.A. in creative writing and has nearly twenty years of professional media experience, including work in radio, television, advertising, public relations and editorial cartooning.     

Media governance and corporate social responsibility of media organizations: an international comparison

Media companies are increasingly becoming aware of the importance of their reputation. In order to legitimate themselves, they are starting to present themselves as ‘good corporate citizens’ by engaging in media governance and corporate social responsibility (CSR) activities. The communication of those activities is crucial for the building of reputation. However, to date, no comprehensive studies have been conducted to evaluate the communication of media governance and CSR activities of media organizations. This study aims to fill this gap and examined websites and reports of selected media organizations in Germany, Italy, France, Austria, and Switzerland. Results indicate that public service media organizations communicate proportionally more on media governance than private media organizations, which may be due to the fact that public service media organizations feel more accountable to the public as they have a public service obligation. Concerning the communication of their CSR activities, media organizations focus on society‐oriented measures.     

我国对农电视节目受众的需求与定位分析研究

＂三农＂问题一直是我国社会民生发展关注的重要问题,作为新闻媒体同样也承担着极大的社会责任和传播责任,因此,对国省（市）级电视台的涉农电视节目的分析就显得极为重要了。而这些涉农电视节目的制作和播出很重要的一个前提就是对农业、农村和农民的需求有一个科学、全面认识,从而制作出的电视节目农民才能更喜欢,更有利于农业的发展和农村的经济文化生活的建设。     

Social Issues and Media Sensationalism: The Effectiveness of Teaching Methods to Affect their Perceived Importance

This study assessed the perceived importance of various social issues and the effect that teaching methods have on business students' perceptions of those issues. Subjects in the test group were shown an educational video that explained how some social issues are reported inaccurately with extensive coverage, or sensationalized in the media, resulting in a moral panic. Other issues are not covered as extensively, but may have a more significant impact on business, society and the subject. The importance of five social issues was rated by students who had completed a course that covered business ethics and social responsibility content and those who had not taken the course yet.Results indicated that business ethics and social responsibility course content had no effect on perceived importance of social issues, but that viewing the video did. Subjects who viewed the educational video on social issues in the news media rated those issues receiving extensive coverage as lower in importance than those subjects who did not view the video. Also, subjects who viewed the educational video rated those issues not receiving extensive coverage as higher in importance than those subjects who did not view the video. Implications for business ethics and social responsibility educators are discussed.     

浅谈县级文化广播电视事业的发展及改革——以湖北省洪湖市广电为例

县级广播电视事业是我国广电传媒产业的重要组成部分,在广播电视公共服务中起着非常大的作用。但近年来,由于种种因素的影响,我国县级广播电视台在发展中存在着诸多问题,严重制约我国广电事业的进一步提升。为厘清目前我国县级广电事业的真实状况及未来改革路径,以湖北省洪湖市广播电视台为研究案例,通过深入剖析该地区广电事业的现状、特色及存在的问题,对我国县级广播电视事业的发展作出自己的思考,希望从中探索出一条适合其发展的有一定针对性的改革路径。     

Market or society? Dual orientations and the impact on innovativeness in media organizations

Shortening life cycles of products and new technologies make innovation a vital part of the long-term growth and survival of firms. Interestingly, media firms see themselves in a particular difficult position in innovation because traditional values such as public information access, good taste, information diversity, and social responsibility can be in conflict with the market success of certain new media products and services. This is also a key reason why there are public media firms in certain information markets in the first place. In this study, two different orientations in media organizations are studied simultaneously, namely “market orientation” and “social responsibility orientation” in relation to innovativeness. Based on a sample of 54 Dutch media organizations, we find that firms scoring high on both dimensions are not necessarily more or less innovative (indicating that innovations emerge in the whole orientation space). What is important for innovativeness is the degree to which professionals identify with the orientations of the firm. The broader implications of a more prominent role of social responsibility in NPD are discussed.     

Walking the talk about corporate social responsibility communication: An elaboration likelihood model perspective

Large organizations, including listed businesses, financial service providers as well as public services entities are increasingly disclosing information on their environmental, social and governance (ESG) issues through corporate websites or via social media. Therefore, this research uses valid measures from the Elaboration Likelihood Model (ELM) to explore the individuals’ attitudes toward online corporate social responsibility (CSR) communications. The data were gathered from a structured questionnaire among three hundred ninety-two respondents (n = 392). A structural equations modeling partial least squares (SEM-PLS 3) approach was used to analyze the data. The findings revealed that the timeliness, relevance and accuracy of information as well as the source expertise were highly significant antecedents that were affecting the research participants’ attitudes toward CSR communications. This contribution implies that there is scope for content curators to publish quality online information on their business activities to improve their trustworthiness and positive credentials among stakeholders.     

Reaching Insomniacs with Television PSAs: Poor Placement of Important Messages

Most of the research conducted on the effectiveness of public service announcements has focused on improving internal characteristics of advertisements, such as message design and appropriate targeting. Scant research has been conducted on PSA effectiveness in terms of media placement. The purpose of this study is to estimate the audience coverage achieved by the broadcast television portion of the Ad Council's drunk driving prevention campaign. The results show that on average, only 11.2% of households in the top 30 markets were exposed to at least one of the PSAs in a monthly campaign. Almost half of the total 902 advertisements were aired during late night (1:00 a.m.-6:59 a.m.) whereas fewer than 10% were aired during prime time. Overall, the data suggest that despite the seemingly large amount of airtime and media dollars donated to PSAs by television stations, the advertisements are reaching a very limited number of people. Since most public service messages are important, failure to reach consumers with these PSAs due to poor placement is a problem that broadcasters must continue to address.     

审视SA8000:评析该标准存在的六大问题

从美国民间机构制定的SA8000标准核心内容来看,它只能算作社会责任中劳工保护方面的一个认证体系。但由于媒体的争相报道以及学术界对SA8000的研究和讨论热潮,引发了多视角的争论,使企业在接受过程中倍加疑惑和困扰。从分析SA8000:2001版的内容来看,目前该标准存在着六大不成熟之处,所以要加深国内社会各界对该标准的理解。     

From the Editor

The patterns of public communication established with the institutionalization of television in the 1950's have become radically destabilized. The primary agents of this change are satellite broadcasting and computer technology in combination with cable transmission and interactive television. These developments have the potential for upsetting the established relations of power and profit within communications and reorganizing the content of communication and the distribution of audiences across media. These changes do not constitute a revolution in the nature of public communication, however. Rather, new technologies deepen and intensify basic patterns of communications that came into existence with the birth of the national magazine and the modern newspaper in the 1890's. These media simultaneously created both a mass, national audience and the differentiated audience for specialized, national publication. The new media offer opportunities for creating both a mass, international audience, and new and more finely graded audience segments. These developments in turn erode the public sphere, as historically understood, and the possibility of public discourse as a ground condition of political life.