新冠肺炎疫情期间社交媒介使用与网民的社会传播伦理意识的关系研究

The Relationship between Social Media Use and Social Communication Ethics Consciousness of Average Netizen During COVID-19 Epidemic Period

社会传播伦理意识是自媒体时代普通网民利用社交媒介发布新闻信息时具有的传播伦理意识。对540名重庆市网民的在线调查数据展开结构方程模型(SEM)分析,研究发现,普通网民获取使用新冠肺炎疫情新闻的媒介素养、判断政府回应公众疫情关切的外部政治效能感、社交媒介疫情新闻的有用性均会积极显著地影响其疫情信息的社会传播伦理意识。然而,社交媒介疫情新闻接触对社会传播伦理意识没有显著影响。本研究发展出一个理论框架,积极的媒介使用感受会提高社会传播伦理意识,越愉悦越道德,这与情感主义伦理学秉持的伦理观有着相通之处。研究结果启示,在制定、倡导社会传播伦理准则时,应当考虑传播情景中传播主体情感心理的能动性,不宜一味强化外在的刚性准则。传播伦理研究可以沿着描述路径与规范路径分别展开。对社会传播伦理意识的实证检验属于描述路径研究,这突显了应当重视普通网民传播伦理心理意识的传播伦理研究的学术取向。

Social communication ethics consciousness is the communication ethics consciousness of average netizen when they use social media to release news information. In this study, 540 netizen in Chongqing were analyzed by structural equation modeling(SEM). It was found that the media literacy of using COVID-19 epidemic news, the external political efficacy of judging the government’s response to the public’s COVID-19 epidemic concerns, and the usefulness of COVID-19 epidemic news by social media would positively and significantly affect their social communication ethics consciousness of COVID-19 epidemic information. However, social media exposure of epidemic news has no significant impact on social communication ethics consciousness. The findings of this study advances a theoretical framework that positive experience of media use can promote the ethical consciousness of social communication, and the more pleasant, the more moral, which has something in common with emotionalism ethics. This shows that the emotional and psychological initiative of the communication subject should be considered in the communication situation when the social communication ethical standards are formulated and advocated, and the external rigid criteria should be not blindly strengthened. Communication ethics research includes two paths: Normative path and descriptive path. The empirical test of social communication ethics consciousness belongs to descriptive path research, which highlights the academic orientation of communication ethics research that should pay attention to the communication ethics psychological consciousness of average netizens.