“男女有别”:媒介接触、媒介信任与媒介素养的性别差异——来自四川省域居民的实证调查

Gender Differences in Media Exposure, Media Trust and Media Literacy: An Empirical Investigation from Sichuan Province

基于四川省域居民的大样本调查(N=2762),从“性别与传播”的视角出发,探讨不同性别受众的媒介使用与媒介素养状况发现,不同性别的人口在媒介接触渠道、信息关注类型、媒介使用动机和媒介可信度评价等方面都存在显著差异。在“媒介素养”的四个维度上,男性的“媒介获取能力”“分析能力”“创造能力”都显著高于女性。研究的相关启示包括:媒体转型过程中应进一步巩固传统媒体的公信力优势,以增加受众黏性;媒体在市场定位中要细分内容市场以实现差异化传播;消弭男女媒介素养的差异重在科学培养女性后天的媒介使用习惯。

Based on an empirical investigation of residents in Sichuan Province, this paper discussed male and female’s media preference and media literacy from the perspective of “gender and communication”. We found that there are significant difference between males and females in selection of media channel, content preference,motivation in using media and evaluation of media credibility. As for the media literacy, the “media access abilities”“media analytical abilities”“media creativity abilities” of man are significantly higher than women. The implications of the findings include: in order to improve the adhesiveness of users for media, we should further consolidate the credibility of traditional media;the media organizations should also segment the content market in order to achieve differential communication when implementing market positioning;for the sake of eliminating the difference between men and women’s media literacy, it is imperative to cultivate women’s media using habits scientifically.