信任与认同:政务微博中的类社会互动研究

Trust and Identification: Study on Parasocial Interaction on Government Affairs Microblogs

[目的/意义]随着社交媒体的飞速发展,政府为了适应这种变化,利用社交媒体平台与公众展开交流。已有的研究对政府部门开设的政务微博的讨论较多,但缺乏对公务员在微博平台上与公众互动的探讨。[方法/过程]基于此,以公务员开设的政务微博作为研究对象,从信任视角出发,以类社会互动为理论基础,整合媒介人物特征、信息内容和受众特征三个维度提出假设,构建理论模型,通过问卷调查法收集数据,运用相关分析、回归分析等方法进行假设检验。[结果/结论]研究发现,媒介人物特征(外表吸引、社会吸引、任务吸引)、信息内容特征(信息活跃度、信息主题)和受众特征(政治效能感)与类社会互动显著相关,信任作为调节变量会对信息内容特征和受众特征起到调节作用。本研究针对此提出重视公务员形象管理,提高微博活跃度,增加影响力;加强信息内容建设,增强公众的信任感与政治效能感等建议。

[ Purpose/Significance] To adapt to the rapid development of social media, government makes use of social media to communicate with the public. While there are many studies focusing on government departments＂ microblogs, the discussions about interactions between civil servants and the public on microblogs are insufficient. [ Method/Process] So for the first time, this paper chose government affairs microblogs that were operated by civil servants as objects of study, based on parasocial interaction theory and from the perspective of trust, put forward hypotheses by integrating three dimensions of media figure＇s characteristics, information content and audience＇s characteristics, and constructed a theoretical model. The data was collected from questionnaires and the hypotheses were examined through correlation analysis and regression analysis. [ Result/Conclusion ] The study found that media figure＇s characteristics （physical attraction, social attraction and task attraction）, information content＇s characteristics （information frequency and topics） and audience＇s characteristics （ political efficacy） had significant influence on parasocial interaction. As the moderator, trust exerted a moderating effect on information content＇s and audience＇s characteristics. Therefore, this paper proposed corresponding suggestions ： paying attention to image management and improving activeness of civil servants to expand their influence ; strengthening the content construction and building trust and political efficacy of the public.