作为媒介效果的公共事务知识获取与信息效能——一项基于高校学生的调查

Knowledge Gain and Information Efficacy as Media Effects: A Survey Study based on College Students

本研究聚焦媒介的知识效果——个体在多大程度上能够通过媒介使用与人际讨论来增加对公共事务的了解。在分析中,本研究着重进行如下几方面的比较:(1)事实性知识与信息效能;(2)新媒体与传统媒体渠道;(3)线上讨论与面对面讨论。基于一项针对北上广三地大学生的调查,本研究发现:媒介使用与人际讨论对知识获取与信息效能有显著影响,但新旧媒体的知识效果机制存在差异。新媒体曝露和传统媒体注意力对公共事务知识有正向的影响;新媒体曝露和注意力对信息效能没有显著影响,而传统媒体曝露可以正向影响受访者的信息效能。面对面讨论可以正向影响公共事务知识获取与信息效能;社交平台的讨论对公共事务知识没有显著影响,但能有效地提高知识效能。

This study examined public affairs knowledge as a media effect: the extent to which individuals can gain understanding about public affairs through media use and interpersonal discussion. This study makes a few comparisons between 1) factual knowledge and information efficacy;2) new and traditional media channels;and 3) online and face-to?fhce discussion. Based on a survey with college students in Beijing, Shanghai and Guangzhou, the findings show that media use and interpersonal discussion have independent, yet differential, effects on knowledge gain and information efficacy. Specifically, the analyses show that new media exposure and traditional media attention positively predict knowledge gain. New media use is not correlated with information efficacy, but traditional media exposure can increase information efficacy. Face-to-face discussion is positively correlated with both knowledge gain and information efficacy but online discussion only predicts information efficacy.