在华外籍居民眼中的中国传媒业形象:基于人格特质论的实证研究

Based on the Theory of Personality Traits

随着中国社会国际化程度的不断提升,在华外籍居民的规模持续扩大,对中国经济、社会和外交等各方面的影响也将越来越大。以在华外籍居民为样本,基于人格特质论与词汇法构建传媒业个性形象测量模型。结果发现,在华外籍居民眼中的中国传媒业形象在人格上被定位为政府喉舌,在内涵修养上是纯真知性的,在外在气质上是坚韧稳重的,在内容产品的品质感知上是"魅力隽永"的。在华外籍居民的中国传媒业个性形象感知受文化与亚文化因素的影响,在性别、年龄、教育程度、母语、宗教信仰上存在显著的群体差异。针对中国传媒业个性形象中的负面刻板印象,可以通过训练策略、意识性抑制策略、熟悉性策略和树立无偏见信念策略进行干预。

With the international development and continued demographic growing of foreign residents in China,this group will have a more and more important positive impact in Chinese economy,society,diplomacy and other aspects. Take foreign residents in China as a sample,this article aims at empirically constructing the measurement model of media industry image based on the theory of personality traits and lexical approach. The explorato-ry factor analysis and confirmatory factor analysis show that,in the eyes of foreign residents in China,Chinese media industry is positioned as "government mouthpiece " in personality, is sincere and cultural in internal character,is tough and steady in the external temperament,is charm and enduring in the perceived quality of content products. After One-Way ANOVA,it finds out that Chinese media industry image perception of foreign residents in China is affected by cultural or subcultural factors and have significant difference in gender,age,education,first language and religious belief. It is effective to eliminate negative stereotype of Chinese media industry image perception by some intervention strategies,such as training,consciousness inhibition,familiarity and holding unprejudiced belief.