摘要
面对日益丰富的媒介选择和永恒受限的可支配时间,媒介用户的选择性使用成为媒介消费研究的重点问题。基于2019年开展的全国居民媒介接触与使用调查,本研究对移动互联网使用的行为模式进行探索性分析,采用媒介菜单的研究视角,归纳出工具型、社群型、游戏型、泛娱乐型、资讯型、短视频型和实惠型七种媒介菜单,并发现性别、年龄、教育水平、家庭年收入、婚姻状况的个体性因素与城乡分布和媒介使用习惯的结构性因素对媒介菜单偏好均存在显著影响。研究结果有助于回答为什么异质性的受众中存在同质性的媒介菜单,也有利于增进对移动互联网时代的受众及其选择性媒介使用行为模式的理解。
Confronted with an increasingly abundant choices of media yet a limited time budget,the selective use of media consumers has become a frequently discussed topic in media consumption studies.Against the backdrop of China’s mobile Internet development,a national survey on media exposure and use was conducted in 2019 with a special focus on mobile media use,from which we concluded seven types of use patterns through an exploratory lens,and named them respectively as Utility,Community,Game,Pan-Entertainment,Information,Short Video and Economy.This study found significant differences in user background characteristics among the seven repertoires,and regression analysis revealed that media repertoires were explained by individual factors including gender,age,education,family income,marital status,as well as structural factors including urban/rural distribution and media use habits.Implications for future research on audience analysis and selective media use were discussed.
作者
喻国明
杨颖兮
曲慧
YU Guoming;YANG Yingxi;QU Hui(School of Journalism and Communication,Bejing Normal University,Beijing 100875,China;School of Journalism and Communication,Renmin University of China,Beijing 100872,China)
出处
《西安交通大学学报(社会科学版)》
CSSCI
北大核心
2020年第4期136-145,共10页
Journal of Xi'an Jiaotong University:Social Sciences
关键词
受众研究
媒介菜单
选择性使用
行为模式
移动互联网
audience analysis
media repertoire
selective media use
patterns of actions
mobile Internet