文化认同视角下的媒介使用与西方节日庆祝行为

Media Use, Western Festivals Celebrating Behavior: A Perspective of Cultural Identity

本文试图透过文化认同的理论视角,分析2013年中国综合社会调查数据,探究媒介使用和西方节日庆祝行为的关系。分析发现:(1)约八成的受访者并不庆祝西方节日,受访者庆祝最多的西方节日是父亲节和母亲节;(2)媒介使用与西方节日庆祝行为显著正相关,而且在控制了相关变量之后,其相关关系仍然显著,只是强度有所减弱;(3)看电视越少,使用网络越多,越倾向于庆祝西方节日;(4)与轻度媒介使用者相比,重度媒介使用者更加倾向于庆祝每一个具体的西方节日。本文最后提出了相应的政策建议。

In light of cultural identity theory, this paper attempts to investigate the relationship of media use and western festivals celebrating behavior （WFCB） by analyzing the China General Social Survey 2013 data. Results show： 1. about eight tenths of respondents do not report celebrating western festivals; the most frequently celebrated festivals are Father＇s Day and Mother＇s Day; 2. media use correlates positively with WFCB at a statistically significant level; despite a lessened strength, the correlation remains statistically significant after relevant variables are controlled; 3. the less TV use, the more internet use, the more inclined respondents are to report celebrating western festivals; 4. heavy media users are more inclined to celebrate each specific western festival than light media users. Policy suggestions are given accordingly in the final part of this paper.