媒介使用与社会资本积累:基于媒介效果视角

Media Usage and Social Capital Accumulation: Based on Media Effects Perspective

社会资本是一种存在于人际交往关系中的经济资源,而媒介使用建构着人际传播的语境和互动行为,成为人际社会关系的建立、发展及维系过程中不可或缺的因素。本文以CGSS(2015)为样本,构建因果推断和中介效应模型,研究媒介使用对受众社会资本的影响。研究发现,传统大众媒介与新媒介的使用对受众社会资本积累具有显著影响,且随着媒介形态的不同而存在显著的结构性差异。其中报纸、杂志、广播、电视、互联网等单个媒介形态对受众社会资本积累的影响并不显著,仅仅是影响社会资本构成的某一个方面,电视和互联网媒介的使用甚至对社会化信任和互惠产生负向影响。媒介效果视角下,受众的媒介使用对其社会资本的影响,依赖于媒介所建构的阶层认同的中介效应。

Social capital is an economic resource existing in interpersonal relationship,and media usage constructs the context and interactive behavior of interpersonal communication,which becomes an indispensable factor in the process of establishing,developing and sustaininginterpersonal social relations.The usage of mass media and new media has a signiflcant impact on the capital accumulation of the audience,and there are signiflcant differences with the different media forms.Among them,newspapers,magazines,radio,television,the Internet and other individual media forms have no signiflcant impact on the capital accumulation of the audience,only a certain aspect of the social capital composition,the usage of television and internet media even has a negative impact on social trust and reciprocity.From the media effects perspective,the influence of audience’s media usage on their social capital depends on the mediation effect of class identity constructed by the media.