台湾大学生的媒介使用与大陆印象感知研究

On Taiwan Students' Media Utilities and their Perception of Mainland

本研究以两岸加速交流和新媒体快速发展的大环境为背景,采用问卷调查法,描绘了台湾大学生媒介使用现状、对大陆的兴趣及印象形成。结果发现,台湾大学生对新媒体有很强的依赖性,在内容上更偏好轻松的娱乐信息;他们对大陆信息的兴趣不大,所了解的大陆信息的主要来源为被动接收的电视新闻;对大陆民众印象和经济发展印象尚可,但政治印象相对较差。研究进一步从技术进步、两岸发展、青年心态和主动选择等角度解释了研究发现。并在此基础上提出有助于树立台湾大学生心中的大陆形象之方法。

Taking the rapid development of cross-strait communication and new media as the background,this research conducted the questionnaire surveys about the college students＇ utilities of media in Taiwan and their perception of mainland.It found that college students in Taiwan have a strong dependence on the new media and prefer light entertainment information.They are not so interested in information on mainland,which is passively received from TV news.They have a moderate impression about mainland people and economy but a negative about politics.All of these findings were studied further in the paper from the aspects of technology development,cross-strait communication,youth psychology and active choices.Some possible methods were proposed at the end in order to build a better mainland image for college students in Taiwan.