媒介接触如何影响农村环境公共服务满意度——基于全国经验性数据的考察

How media exposure affects rural environmental public service satisfaction:An examination based on national empirical data

农村居民的环境公共服务满意度是评价乡村生态文明建设的重要维度。基于中国综合社会调查的数据分析,讨论农村居民媒介接触对其环境公共服务满意度的影响。研究发现:农村居民接触传统媒介和新媒介对于其环境公共服务满意度的影响存在显著差异。在电视和报纸显著地提升农村居民对环境公共服务满意度的同时,尽管农村互联网基础设施得到改善,但只有手机网络推送的消息对农村居民的环境认知具有显著影响。结果表明,与新媒介的受众相比,传统媒介的受众持有更高的农村环境公共服务满意度。研究认为,完善媒介宣传矩阵、优化农村环境治理薄弱环节以及着力解决媒介曝光的农村环境问题,是有效提升农村环境公共服务满意度的可取之道。

Rural residents’ satisfaction of environmental public services is an important dimension to evaluate the construction of rural ecological civilization. Based on data from the China General Social Survey, this paper discussed the impact of media exposure on rural residents’ satisfaction of environmental public services. The study found that there was a significant difference in the impact of village residents’ exposure to traditional media and new media on their satisfaction with environmental public services. While television and newspapers significantly increased rural residents’ satisfaction with environmental public services, only messages pushed by cell phone networks had a significant impact on rural residents’ environmental perceptions, despite improvements in rural Internet infrastructure. The results indicate that traditional media audiences hold higher satisfaction with rural environmental public services compared to audiences of new media. The study concludes that improving the media communication matrix, engaging the public through media engagement, and leveraging the political identity of the audience are desirable ways to effectively increase satisfaction with rural environmental public services.