影响社交媒体公众传播行为的情境因素——基于问题解决情境理论的视角被引量：9

The situational factors influencing public communicative behavior: The perspective of situational theory of problem-solving

原文传递

导出

摘要如何细分公众,并界定战略公众,是组织与公众建立起良好关系的前提。本文试图建立一个社交媒体上传播行为的影响因素的理论框架。通过对233名大学在校生的便利样本进行问卷调查,将韩剧《来自星星的你》、国内房价和马航飞机失联这三个议题代表三种问题情境,探讨被访者在人人网、QQ、微博、微信等大学生常用的社交媒体上的传播行为。建立一个以对议题的问题认知,约束认知和卷入认知三个情境变量通过解决问题的情境动机的中介作用,影响公众在社交媒体上的传播行为的结构方程模型。研究发现,三个情境变量对解决问题的情景动机有显著的正面影响;情景动机对解决问题的传播行为有着显著的中介作用。本研究验证了将个体的传播行为作为对组织的公众细分的标准的可行性和适用性。 Publics segmentation has been remained the focus in the relations building with publics. This study established a theoretical framework to explore the factors influencing the communicative behavior in social media. Based on a survey of 233 college students, with three issues: Korean dramas 'Man from the Stars', house prices in China and the Flight MH370 as problem situations, collecting the data of their communicative behavior in the social network of Renren, QQ, Microblog, We Chat. we found that the independent variables problem recognition, constraint recognition, involvement recognition through situational motivation as mediator significantly influenced the dependent variables communicative behavior. The feasibility and applicability of individual communicative behavior as standard of public segmentation are discussed.

作者李贞芳方新子刘练

机构地区华中科技大学新闻与信息传播学院

出处《新闻大学》 CSSCI 北大核心 2017年第2期73-82,共10页 Journalism Research

基金华中科技大学人文社科自主创新基金(2015AB015)

关键词情境变量情境动机传播行为 the situational variables situational motivation the communicative behavior

分类号 G206.3 [文化科学—传播学]

引文网络
相关文献

参考文献1

1赖泽栋.问题解决情境理论：公众情境理论的新进展[J].国际新闻界,2014,36(2):164-176. 被引量：13

二级参考文献19

1Kim, J.N. & Grunig, J. E. (2011). Problem solving and communicative action: A situational theory of problem solving. Journal of Communication, 61,120-149.
2Kim, J.N., Ni, L., & Sha, B-L. (2008). Breaking down the stakeholder environment explicating approaches to the segmentation of publics for public relations research Journalism & Mass Communication Quarterly, 85, 751-768.
3Grunig, J. E. (2006). Furnishing the edifice: ongoing research on public relations as a strategic management function. Journal of Public Relations Research. 18(2),151-176.
4Aldoory, L. & Van Dyke, M. (2006). The role of perceived "shared" involvement and information overload in understanding how audiences make meaning of news about bioterrorism. Journalism & Mass Communication Quarterly, 83, 346-361.
5Kruckeberg, D. & Vujnovic, M. (2010). The death of the concept of publics (plural) in 21st century public relations. International Journal of Strategic Communication, 4 (2), 117-125.
6Self, C. C. (2010). Hegel, habermas, and community: The public in the new media era. International Journal of Strategic Communication, 4 (2), 78-92.
7Hallahan, K. (2001). The dynamics of issues activation and response: An issues processes model. Journal of Public Relations Research, 13, 27-59.
8Renata F. S. (2010). 'I am not just an ecomom' : How environmentally conscious mothers make meaning of their environmental engagement and communication. Master thesis, the Graduate School, the University of Maryland.Maryland.
9Michael L. K. & Maureen Taylor. (2002). Toward a dialogic theory of public relations. Public Relations Review, 28,21-37.
10Sha, B-L. (2006). Cultural identity in the segmentation of publics: An emerging theory of intercultural public relations. Journal of Public Relations Research, 18, 45- 65.