新闻发言人特质对民众接受信息意愿的影响——基于扎根理论的研究

The Influence of the Characteristics of News Spokesperson on the Public’s Willingness to Accept Information——Research Based on Grounded Theory

风险沟通现已成为政府应急管理的重要手段,新闻发言人是风险沟通传播效果的重要因素。深度剖析新闻发言人特质对民众接受信息意愿影响的背后机理,对促进应急管理高质量发展有着重要意义。以Nvivo12软件为辅助,运用扎根理论构建出新闻发言人特质对民众接受信息意愿影响的理论模型。研究发现:新闻发言人特质直接影响民众对风险信息的接受意愿,民众内在状态在接受信息过程中起着中介作用,情境因素起着调节作用。据此提出政府部门新闻发言人能力提升策略,为政府提升风险沟通能力建设提供一定的参考。

Risk communication has become an important means of government emergency management, and the news spokesperson is an important factor in the effect of risk communication. An in-depth analysis of the mechanism behind the influence of the characteristics of news spokesperson on people’s willingness to receive information is very important to promote high-quality development of emergency management. With the aid of Nvivo12 software, a theoretical model of the impact of news spokesperson characteristics on people’s willingness to receive information is constructed based on grounded theory. The results demonstrate that the characteristics of news spokesperson directly affect people’s willingness to accept risk information. The internal state of people plays a mediating role in the process of being provided with information, and the situational factors play a moderating role. Taking this into account, this paper puts forward the strategy of improving the ability of government department news spokesperson to provide some reference for the government to improve the construction of risk communication ability.