新型主流媒体公信力初探——新华网的案例研究

An Empirical Study of Media Credibility:A Case Study of Xinhuanet

本文选取新华网面向“两会”建设的“两会”融媒体专题页为研究对象,考察我国新型主流媒体公信力的现状及影响因素。论文采用问卷调查法,对回收的402份有效问卷样本进行数据分析。研究发现,受众的主流媒体使用频率、政府信任程度、认知需求动机和认知需求满足感会对其评价新型主流媒体的公信力产生正向影响,受众的人口统计学特征不会对其评价新型主流媒体的公信力产生影响。本文认为,受众的媒体使用频率本身与媒体公信力之间可能存在“媒体使用频率—媒体公信力”的双向影响机制;受众的媒体使用频率与外部的政府信任程度共同形成了“媒体使用频率—政府信任—媒体公信力”的单向影响机制;受众的媒体使用变量内部相互作用下共同形成“使用动机—使用频率—使用满足感—媒体公信力”的单向影响机制。基于以上研究发现,本文提出若干提高新型主流媒体公信力的建议。

This study focuses on the special topic page of Xinhua Net’s“Two Sessions”integrated media and examines the current situation and influencing factors of the credibility of new mainstream media.Based on a survey of 402 valid samples of questionnaire,this study finds that the audience’s frequency of use of mainstream media,government trust level,cognitive motivation,and cognitive satisfaction have a positive impact on their evaluations of the credibility of new mainstream media.The demographic characteristics of the audience do not affect their evaluations of the credibility of new mainstream media.This study argues that,there is a bidirectional impact mechanism between media use frequency and media credibility,and a unidirectional impact mechanism of“media use frequency-government trust-media credibility”formed by the joint use of media use frequency and external government trust level.An internal interaction mechanism of“use motivation-use frequency-use satisfaction-media credibility”is formed by the joint effect of the audience’s media use variables.Therefore this study proposes some suggestions for increasing media credibility.