Media accountability and new media content: a new model of self regulation

Abstract

The mass media transparency becomes an important component of control over media content today. It allows users to react quickly and aggressively for assessment the activitys of mass media. However the Internet and social networks changed practice of the accountability of media. The tools of the accountability of new mass media in a network is the traditional ethical codes, councils of the press, ombudsmen and also new posibilities as comments on the sites, blogs, likes, media criticism on social networks. With creation of civil journalism increases the needs for responsible journalism. In articles the terms «media responsibility» and «media accountability», used in different scientific concepts of mass communication are compared. The author defines «media accountability» as the generalized concept which is shown in dependence of mass media from state, public and political institutes at the level of control and on a level of responsibility. Regulation of content in a network is unsystematic. It gives a reason to speak about regulation impossibility by the state and a priority of self-regulation.
Key words: New media, media responsibility, media accountability, media content, self – regulation, media governance, public interest.