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It is not a matter of whether one likes it, wants it or needs it. Social responsibility is something that anyone who is involved in the media industry should never shun.

At the World Media Summit yesterday, President Hu Jintao mentioned that the media must shoulder a strong sense of social responsibility. He added that the media's responsibility to society could never be overemphasized when its impact on world politics, economy, culture and other social sectors has increasingly widened.

It is absolutely true for a news organization to report the truth as much as possible. It is the very basic requirement of the media industry. But nowadays that is far from enough.