新媒体时代下媒介接触、社会信任与政府质量感知的中介效应分析——基于“网民社会意识调查”的实证分析

Mediation Effect of Media Contact,Social Trust and Government Quality Perception——Empirical Studies Based on 'Network Users' Social Awareness Survey'

网络社会中民众对互联网的政治性接触可能对社会信任产生复杂的影响,社会信任已成为公众媒体接触与政府质量感知的中介。本文利用媒介议程设置理论总结出媒体接触对政府质量感知的两种影响路径:直接的影响效应和社会信任的中介效应。2014年一项全国性"网民社会意识调查"数据的结构方程模型分析表明,官方媒介接触直接显著地影响政府质量感知,且官方媒介接触通过政府信任的部分中介作用正向影响政府质量感知,间接的中介效应大于直接效应;而非官方媒介接触一方面直接显著影响政府质量感知,另一方面却通过普遍信任的部分中介效应对政府质量感知产生消极影响,因间接效应弱于直接效应,总体效应为正。

Public＇s political contacts with the Internet may have complicated and diversified influence on social trust in the network society. Social trust has become the intermediary between public media contact and government quality perception. Theory of media agenda-setting is used to summarize the two effects of media contact on government quality perception,which is direct cognitive effect and mediation effect of social trust,and the possible impact of media contact on social trust is analyzed. An analysis of national social survey data towards network users in 2014 based on structural equation model shows that,media contact directly or indirectly affects the perception of government governance performance.