媒介使用与中国公众的亲环境行为:环境知识与环境风险感知的多重中介效应分析

Media Use and Chinese Public's Pro-environmental Behavior:Analyzing the Multiple Mediation Effects of Environmental Knowledge and Environmental Risk Perception

在现代社会,媒介是公众获取环境信息的重要来源。媒介使用是否能够促使公众采取积极的实际行动为环境问题的改善做出贡献是环境传播媒介效果研究的核心问题之一。基于中国综合社会调查2013年(CGSS2013)的数据,针对媒介使用是如何影响公众的亲环境行为的这一问题进行了研究。在理论分析的基础上提出了环境知识和环境风险感知对媒介使用和亲环境行为的中介效应模型,并使用CGSS2013的数据进行了验证。此外,进一步的分析发现,传统媒介使用对于亲环境行为的促进作用要显著的高于新媒介;除电视以外,包括报纸、杂志、广播、互联网和手机在内的5类具体媒介使用都对亲环境行为具有不同程度的动员效果。

In modern society, the media is an important environmental information source for the pub- lic. Whether media use promotes actual positive actions contribute to environmental improvements is one of the core issues of media effects research in environmental communication area. Based on the Chinese General Social Survey 2013 （CGSS2013） data, the paper analyzes how the media use affects pro-environ- mental behavior. A multiple mediation model is proposed, in which environmental knowledge and envi- ronmental risk perception serve as mediations between media use and pro-environmental behavior based on theoretical analysis, and the hypothesis is verified with CGSS2013 data. Further analysis finds that traditional media use has more significant influence on promoting pro-environmental behavior than new one; the use of specific types of media （except television）, including newspaper, magazine, radio, in- ternet and mobile phone has mobilization effects upon pro-environmental behavior in various degree.