娱乐与政治:受众娱乐偏好对网民政治参与的影响——基于网民社会意识调查2017的分析

Entertainment and Politics:The Influence of Audiences'Entertainment Preferences on Netizens'Political Participation—An Analyze Based on Netizens'Social Consciousness Survey 2017

娱乐是互联网媒介消费的重要内容,也是互联网媒介迅速发展的主要动力。媒介娱乐化长期以来被认为会腐蚀社会资本、进而引发政治冷漠,对公民政治参与产生消极影响。然而,近年来互联网媒介发展的深刻变化似乎偏离了传统意义上娱乐与政治参与的关系,之前的理论已无法对其进行充分的解释。本文在对2017年中国网民社会意识调查的数据分析中发现媒介娱乐化并未对政治参与产生消极影响,媒介偏好与政治参与呈现出复杂的关系:一方面,娱乐内容偏好对政治参与无显著影响;另一方面,政治内容偏好对政治行动有消极影响,但对政治表达与讨论有积极影响。结合当下中国网民政治参与的信息与政治环境,本文提出更加平衡的受众内容偏好与更高程度的政治参与相联系,平衡的内容偏好对中国网民政治参与将产生积极影响。而互联网媒体中娱乐内容与政治信息的相互融合则是这一研究发现的主要原因。

As a most important part of online media consumption,entertainment has become the main driving force of the Internet media.Entertainment,has long been considered as an obstructive factor for citizen's political participation for its corrosion on social capital and aggravation over political apathy.However,development of the Internet media these years seems to deviate the traditional relationship between entertainment and political participation,which cannot be fully explained by existing theories.Based on the 2017 version of Netizens'Social Consciousness Survey,we did not find negative correlation between entertaining media consumption and political participation,whereas relationship between content preference and political participation is rather complicated:1.Influence of the entertainment preference on political participation is not significant;2.Political preference has negative influence on political action but has positive influence on political expression and personal political talk.Combining with political and informational environment of political participation in China,we found that a more balanced media preference correlates with a higher degree of political participation.We argue that the fusion of entertainment and political information is a cause of these results.