诱导还是警示:对明星吸毒新闻传播效果的实证分析

An Inducement or A Warning: The Communication Effect of Celebrities' Drug-taking News

明星吸毒已成为近两年社会关注的热点话题,学界较为关注这类事件的媒体传播作用是警示大众远离毒品,还是诱导大众尝试毒品。本文采用深度访谈和问卷调查法实证研究了新闻关注程度对受众框架、进而对受众态度和行为的影响,创新性地引入中介变量测量传播效果,在我国框架研究和明星吸毒新闻研究方面都具有一定的学术意义和应用价值。本研究对12位中国居民进行了深度访谈,并对811位中国居民进行了问卷调查。研究发现,明星吸毒新闻对受众具有较强的警示作用,且没有诱导受众和明星粉丝群体接触毒品;减少对明星个体的关注,加强对毒品和吸毒行为的关注,将会提升传播效果。

Celebrities＇ drug-taking has been a hot topic which has raised social concerns in the past few years. Whether the spreading of such events by various medias is alerting the public to stay away from the drugs, or inducing them to try drugs, has become an academic concern. This article takes the research method of deep interview and the questionnaire survey, to conduct the research on the influence of the degree of news concerns on the audience frame, and then on the audiences＇ attitude and actions. Introducing intermediate variables to measure the communication effect has both academic significance and application value in the research on frame and on star drug news. The study has done the deep interview with 12 Chinese residents, and questionnaire survey on 811 Chinese residents. It finds that celebrities＇ drug-taking news has a stronger warning effect on the pubic, and not induce general audience and star fans group to contact drug. Reducing the attention on the stars themselves and strengthening the focus on the drug-taking behavior will promote the communication effect.