数字媒介与传统媒介在大学生中的公信力比较研究

A Comparative Study on the Credibility of Digital Media and Traditional Media among College Students

通过分析北京市大学生抽样调查数据,发现大学生对传统媒介和数字媒介公信力的评价无显著差异,但在具体评价维度上,大学生认为数字媒介信息量更大、反映群众意见更加充分、揭露坏人坏事更加有力;在新闻类型方面,大学生更倾向于相信传统媒介上的经济、文教和科技新闻;对于政治、社会、娱乐新闻等,则更倾向于相信数字媒介上的报道。同时,从受众角度分析媒介公信力的影响因素,发现人口统计学变量对媒介公信力评价没有显著影响,但媒介使用情况对传统媒介公信力评价有显著影响;大学生对不同媒介公信力的评价与其对中国经济社会发展前景的态度显著相关。

Through analyzing the sampling survey data of Beijing college students, this paper finds that there is no significant difference between their evaluation of the credibility of traditional media and digital media. But in the concrete evaluation dimensions, college students think that digital media can provide a greater amount of information, reflect public opinion more fully and expose wrongdoings more powerfully. In terms of news type, they are more inclined to believe economic, cultural and educational, and scientific news on traditional media. While for political, social and entertainment news, they tend to believe the digital media reports. Analyzing the influence factors of media credibility from the perspective of audience, it finds that demographic variables have no significant influence on media credibility evaluation, while the media usage has a significant influence on the traditional media credibility evaluation. Besides, there is a significant correlation between college students＇ evaluation of different media credibility and its attitude towards China＇ s economic and social development prospects.