手机使用对春节文化观念的影响研究——基于仪式感和参与感的中介作用

A Study on the Influence of Mobile Phone Use on the Cultural Concept of the Spring Festival:The Mediating Effect on Sense of Ritual and Participation

春节作为中国传统节日,既要面临全球化、现代化的宏大叙事影响,比如不同国家文化的交融、大众文化的强势融入;也受到新媒体话语的挑战。春节期间手机媒介是用户体验春节文化的重要来源。手机媒介在提供便捷的同时也引发“低头族”现象,手机网购冲淡年味、短信或微信拜年毁了礼仪、春节被微信“绑架”,发朋友圈拜年、抢红包等“数字化春节”淡化了春节意义等一系列争论。已有研究关注了这一现象,结果也多是负面论。并且,这些研究缺乏手机使用与春节文化的研究及其中间机制的实证检验。因此,研究试图探讨春节期间,手机使用对春节文化观念的影响以及仪式感与参与感在该过程中的作用。研究基于对春节期间的调查数据的实证分析表明,春节期间的手机使用价值(信息价值、社交价值和情感价值)对用户的春节文化观念(文化联结、文化价值识别和传统与习俗保留)起到正向预测作用;其中,仪式感和参与感发挥显著的中介作用,即手机使用价值通过参与感与仪式感对春节文化观念产生影响;手机使用的信息价值对春节文化观念影响的显著性高于社交价值和情感价值。由此可见,提升手机使用信息价值、参与感及仪式感可以促进用户春节文化观念的形成与发展。研究结论有助于我们从具体的文化情境中去理解手机使用在文化观念形成中的影响及其复杂的中介作用机制,为春节文化观念的生产与变化提供了媒介维度和心理动因层面的经验性解释,也为我们重新审视新兴媒介在当代文化生活中的积极效应提供新的案例。

As a traditional Chinese festival,the Spring Festival not only faces the impact of the grand narrative of globalization and modernization,such as the integration of different national cultures and the strong integration of mass culture,but also is challenged by the new media discourse.During the Spring Festival,mobile media is an important source for users to experience the Spring Festival culture.While providing convenience,mobile phone media also give rise to a series of disputes such as the phenomenon of"phubber",the New Year flavor diluted by mobile phone online shopping,the etiquette ruined by text messages or social media New Year greetings,the Spring Festival"kidnapped"by WeChat,sending New Year's greetings on WeChat Moments,snatching red envelopes and so on,which weaken the significance of the Spring Festival.Existing researches have focused on these phenomena,but more focus on the negative effects of mobile phone use and there is a lack of empirical studies on the relationship between the use of mobile phones and the Spring Festival culture and its intermediate mechanism.The study explores the impact of mobile phone use during the Spring Festival on the cultural concept of the Spring Festival and the role of ritual and participation in this process.Based on the empirical analysis of the survey data during the Spring Festival,the results show the positive predictive effect between the using value of mobile phones(including information value,social value and emotional value)and user's cultural concept of the Spring Festival(including cultural connection,cultural value recognition and tradition and custom retention)during the Spring Festival.Among them,the sense of ritual and participation shows a significant mediating effect.The value using of mobile phones can affect the user's Spring Festival cultural concept through the sense of participation and ritual.Studies have shown that improving the using value of mobile phone and the sense of participation and ritual can promote the formation and development of users'cultural concepts of Chinese New Year.The research helps us understand the impact of mobile phone use on the formation of cultural concept and its complex mediating mechanism from specific cultural contexts,and it also provides empirical explanations for the production and change of cultural concept during the Spring Festival at the media dimension and psychological motivation level.It also provides new cases for us to reexamine the positive effects of emerging media in contemporary cultural life.