城市传播视域下青年大学生就业和定居意愿的影响因素研究

An Study on the Influencing Factors of College Students'Employmentand Settlement Intention from the Perspective of Urban Communication

“青年发展型城市”的概念提出和建设实践使加强青年和城市之间的互动关系、加深人-地之间的情感联结成为值得关注的话题。本文基于城市传播理论,运用问卷调查法,探讨城市媒体使用、城市地方感构建对大学生就业和定居意愿的影响。研究发现,大学生的城市认同和城市新媒体使用能显著预测其城市就业和定居意愿;城市本身如果同时是生源所在地,则大学生更有可能选择在该城市就业和继续定居;此外,地方依恋对大学生的城市定居意愿亦有正向的预测效果。应重视强化大学生对城市地方性的认识,促进大学生对城市文化的经历和体验,推动城市媒体尤其是新媒体在吸纳大学生就业和定居的作用显现,这为提升城市人才吸引力提供了新思路。

The implementation of the urban talent policy opened the prelude of the city"competition for people",behind which is the matter of college students'employment and settlement intention,but also the issue of the city image and the city's lasting competitiveness.This study takes urban communication as the theoretical perspective,takes Ningbo,a coastal city in southeast China,as a case,and uses questionnaire survey(N=556)to carry out an empirical study on college students.The results show that college students'place of origin,local identity and local new media use can significantly predict college students'employment and urban settlement intention.Place attachment has a positive predictive effect on college students'urban settlement intention.In the future,urban communication theory can be combined to enhance the attractiveness of cities to college students,a new immigrant group,and promote the construction of youth development-oriented cities.