• Korean journal of communication and information
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• v.47
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• pp.23-49
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• 2009

The purpose of the study is to suggest contents, and a range of a Nonnative Theory and a practice for overcoming a crisis of the Mass media. In order to achieve the purpose of the study, a limitation and implication of Social Responsibility Theory was looked into by investigating a Hutchins Report. Hutchins Report suggested the related points at moral duty and legal obligation in implementing mass media's Social Responsibility and Accountability, with relations in publics and community. However, within a view point of a lack of Accountability, Social Responsibility Theory limited responsibility to the realm of 'function', 'self-regulation' and 'self-ethics', In order to promote mass media's quality and serve to rehabilitate its reliability under the pluralistic media system, the contents of Social Responsibility and its scope should be suggested. Media Accountability is a starting point to draw out the contents and scope of Social Responsibility and also a valid democratic plan for mass media to 'social self-regulation' through the mutual communication with civil society. For future Social Responsibility and Media Accountability that is suitable for various mass media, and contents and a range should be defined.