媒介类型、内容偏好与使用动机:媒介素养影响因素的多维探析

Media Types, Content Preferences, and Use Motivations: A Multidimensional Analysis of Influencing Factors about Media Literacy

尽管媒介素养的理念引入中国大陆已有20余年,但学术场域中的相关研究却存在着实证研究少、研究群体单一、测量工具缺失等问题。针对此种现状,文章基于西部省域居民的大样本调查(N=2763),采用科学的方法编制了一套测量居民媒介素养的量表,并对影响居民媒介素养的因素进行了探究。研究发现,传统媒体和新媒体的接触频率均可以正向影响居民的媒介素养。同时研究发现,与传统的观念相反,公众对"软新闻"的关注同样可以对媒介素养带来积极的促进作用,而"知识型"媒介使用动机也可以对媒介素养产生显著的正向影响。本研究深化了关于"知识沟"的认识,说明先天的社会经济地位并不是影响人们知识差距的唯一因素,后天的媒介接触动机和使用行为同样是影响人们知识积累的重要条件。最后研究还反思了公众的信息偏好与公民参与行为之间的认识误区。

Although the concept of media literacy has been introduced into China's Mainland for more than 20 years,there are some defect in the field,such as insufficient in target groups,lack of empirical studies and measurement tools.Based on a large survey sample from Sichuan province in western China(N=2763),this paper develops a scales to measure residents’media literacy and explores the factors which affect residents’media literacy.The research finds out that both the traditional media and new media’s exposure can positively affect the media literacy,the new media is not a scourge for media literacy.Contrary to traditional understanding,the public’s attention to"soft news"can positively promote media literacy.Moreover,the media use for learning will also have a positive impact on public’s media literacy.These findings deepen our understanding of"knowledge gap"that the inherent social and economic status and gender differences are not the only factors leading to the knowledge gap,The media use motivation and behaviors are also the crucial factors that affect people’s knowledge accumulation.Furthermore,the study also reflects on the misunderstanding between information preference and citizen participation.