公益微电影对大学生网络亲社会行为的影响

The Effects of Public Service Micro Film on College Students' Online Pro-social Behaviors

公益微电影具有鲜明的亲社会媒体属性,对传播社会正能量具有独特的价值。对上海、湖南、安徽三地587名大学生的调查数据分析发现,大学生对公益电影微接触程度较低,总体评价较高,线上传播水平一般,线下参与意愿较高;公益微电影对大学生网络支持、网络指导、网络分享和网络提醒行为均具有显著促进作用。为此,可通过加大公益微电影网络传播力度,增强公益微电影内容与形式融合,提升公益微电影参与水平和净化公益微电影传播环境,提高大学生公益微电影接触水平,进而有效提升大学生网络亲社会行为水平。

Public service micro film has some distinct pro-social properties, and a unique value of spreading of social positive energy. The survey of 587 college students who are from Shanghai, Hunan and Anhui, shows that the exposure of public service micro film is generally low; online participation in public service micro film is in the middle; while the evaluation of public service micro film and offline participation in public service micro film is relatively high. Public service micro film has significant positive effects on college students' online pro-social behaviors, including online support, guidance, sharing and reminding. Based on the above conclusions, the study finally makes some suggestion to promote college students' online pro-social behaviors by means of increasing the intensity of transmission, enhancing the convergence of content and form, promoting the level of participation and cleaning the environment of public service micro film.