广州居民对亚运会影响的社会表征研究

A Study on the Social Representation of Guangzhou Residents' Cognition towards the Impact of the Asian Games

以往研究举办地居民对大型事件影响的认知时,主要关注居民对大型事件影响的感知及其态度,极少论述居民认知事件影响的过程本身。其中,涉及社会交换理论的研究大多是通过定量研究方法探讨居民对大型事件影响的感知和态度。选取2010广州亚运会这一大型事件,运用社会表征理论框架,将研究重点转向居民对大型事件影响的认知过程,从注重结果转为凸显过程。通过广州亚运会举办前后对近30位广州居民的深度访谈,从直接经验、社会互动以及媒体影响3个角度分析了广州居民认知2010亚运会影响的过程。研究发现:1)居民对亚运会影响的认知渠道很广,相互之间有着密切的联系,由个体的社会表征(个体态度)形成了整体的社会表征(集体态度);2)随着信息的快速传播以及人们知识文化水平的提高,大多数居民对亚运会影响的感知全面,对亚运会的影响并非限于利与弊的二维判断,而是表现出"好恶交织"的情感;3)对于亚运会的举办,大多数居民持积极的支持态度。

Previous studies on host community cognitions of impact of mega events primarily focus on residents＇ perceptions and attitudes, but hardly discuss residents; cognitions of the process of events. Thereinto, studies relating to social exchange theory mostly use quantitative methods to discuss residents＇ perceptions and attitudes towards impacts of mega events. On the basis of the theoretical frame of social representation, this paper targets on the 2010 Asian Games, emphasising on residents＇ cognitions of the process of mega events to achieve the purpose of highlighting process not results. Based on depth interviews on about thirty Guangzhou residents before and after the Asian Games, taking the perspectives of direct experience, social interaction and influ- ence of media, this research analysed the process of how Guangzhou residents cognise the impact of the 2010 Asian Games. Final- ly, the study indicates that （1） the ways of residents perceiving the impacts of the Asian Games is fairly wide, and there are sig- nificant relationships among these ways, forming the phenomenon＇of transferring individuals＇ social representations （individuals＇ attitudes） to collective social representation （collective attitudes） ; （2） with the rapid spread of information and the improvement of residents＇ knowledge, most of the residents have extremely comprehensive perceptions of the impacts of the Asian Games, in- stead of limiting on advantages and disadvantages, they present the attitudes of a combination of love and hate（ambivalence）; （3） most residents support the 2010 Asian Games held in Guangzhou.