西北农村青年公共事务参与意愿——基于媒介接触和媒介信任的视角

The Willingness to Participate in Public Affairs of Northwest Rural Youth: from the Perspective of Media Contact and Media Trust

大众媒介的使用对个人的认知和行为起到重要的引领作用。基于西北4省农村调查发现,对于西北农村青年而言,相对于其他节目,新闻类节目接触能够显著促进他们总的公共事务参与意愿;传统媒介接触强度和信任程度可以显著正向影响农村青年总的公共事务参与意愿,而新媒介接触强度和信任程度的影响均没有达到显著程度。因此,相关媒体工作者应该进一步扩大新闻类节目的影响力;政府要利用不同媒介类型提高青年公共事务参与兴趣;媒介的管理者要关注媒介所传播内容的可靠性和真实度。

The use of mass media plays an important role in the individual's perception and behavior. On account of the research data in rural areas from four northwestern provinces and via the multiple linear regression model, the results show that compared to other TV shows, news program can promote their willingness to participate in public affairs significantly. Traditional intensity of media contact and level of media trust have positive significant effects on the overall participation willingness in public affairs of rural youth, while neither the new intensity of media contact nor level of trust achieves the significant effect. Based on the above findings, the paper advocates the following policy suggestions: media professionals should expand the impact of news program, government should promote the participation in public affairs of youth by making use of various media types, and media governor should pay attention to the reliability and authenticity of the media content.