媒介沉浸对用户社会认同的影响——基于网络语境效应

The Influence of Media Flow on Users’ Social Identity: Based on the Effect of Network Context

为了探索网络语境中媒介沉浸对用户社会认同的影响机制,以语义沉浸、表象沉浸及情景沉浸为自变量,社会认同为因变量,自我概念与群际识别为中介变量构建理论模型,通过问卷调查法获取相关数据,并运用结构方程模型对数据进行处理和分析。研究发现:(1)网络语境中语义沉浸、表象沉浸及情景沉浸分别通过自我概念及群际识别的中介作用,对用户社会认同产生显著负向影响;(2)语义沉浸对用户社会认同的影响效应最大,表象沉浸次之,情景沉浸最小;(3)语义沉浸、表象沉浸及情景沉浸对用户社会认同的影响效应,在用户的人口统计学上存在显著性差异。根据该研究结论,可对媒介沉浸类型进行甄别和分类,从而实现网络空间的差异化监管、引导和治理。

In order to explore the influence mechanism of media flow on users’ social identity in the network context,a theoretical model is constructed,in whichsemantic flow,representation flow and situational flow are taken as the independent variables,social identity as the dependent variables,and self-concept and intergroup recognition as the intermediary variables.Through questionnaire survey,relevant data are obtained and then processed and analyzed with structural equation model.It is found that semantic flow,representation flow and situational flow in the network context have a significant negative impact on users’ social identity through the mediation of self-concept and intergroup recognition respectively;that semantic flow has the greatest effect on users’ social identity,followed by imagery flow,and situational immersion is the least;and that there are significant demographic differences in the effects of semantic flow,imagery flow and situational flow on users’ social identity.According to the conclusion of this study,the types of media flow can be identified and classified,so as to achieve differential supervision,guidance and governance in cyberspace.