社会化媒体使用与公共事件认知及参与*——针对微博活跃用户问卷调查分析

Social Media Usage and Public Event Awareness and Involvement: A Survey of Active Weibo Users

[目的 /意义]探讨信息媒介特别是社会化媒体的使用情况、对传统媒体与社会化媒体公正与全面程度判断,与用户对公共话题认知程度、参与情况之间的关系。[方法 /过程]对585名微博活跃用户进行问卷调查,考察他们对于各类型媒体特别是社会化媒体的使用情况、公信力判断,以及对25个公共事件的认知和参与情况。[结果 /结论]媒体(无论是传统媒体还是网络媒体)使用频率越高,对公共事件认知水平越高;对于负面特定事件,受社会媒体影响越高的用户自认为对此类事件的认知度越低,而受电视影响越高的用户自认为对这类事件认知度越高;尽管抽样用户认为微博较之传统媒体,报道全面程度和公正程度更高,但信息不一致的情况下,用户选择相信电视、门户网站、报纸等渠道高于微博。

[ Purpose/significance ] This research aims to investigate the relationship of media use, awareness andinvolvement in public events and topics. [ Method/process] We conducteda survey of 585 frequent Weibo users to gain insights about their media usage, judgment of media coverage and fairness, and knowledge about 23 public events and top- ics. [ Result/conclusion] 1 ） the public event awareness level is positively correlated withthe frequency of media use （ re- gardless of their types） ; 2） for negative exposures and scandals, social media users have lower levels of self-perceived awareness than traditional media users; 3） although users believed Weibo is more comprehensive and objective than tradi- tional news media, they still think information from TV, newspapers, and news portals are more reliable when there are inconsistencies in reporting.