社区空间与线上连接:基层官微矩阵重塑人地关系的效果研究

Space and connections:The effect of local government WeChat account networks in Shanghai

传统传播效果研究关注媒介使用对个人心理的效应。“使用”概念遮蔽个人身处本地空间与社会技术网络日常的“连接”。空间特征和居民与技术的连接多被排除在视野外。数字媒介的基础设施化刺激效果研究转变范式。基层官微矩阵依托微信,卷入多元的本地传播主体、象征叙事和空间资源。社区空间促进异质叙事网络虚实整合,构成社区传播基础设施。个人与整合叙事网络的日常连接重塑人地关系。本文通过问卷调查,考察上海社区“空间”属性及居民与官微矩阵的既有“连接”如何共同重塑人地关系。研究发现社区空间主要通过支持邻里内部交往,促成虚实异质叙事网络的融合,进而影响基层官微传播效果。借突出“空间”和“连接”的交互,研究力图为理解微信官微矩阵融合线上线下的机理提供借鉴,更为传播效果研究在数字时代的范式转变指明可能。

Traditional media effect studies mostly focus on usage behaviors and their social/psychological consequences.Yet,the conceptualization of media use contrasts with the concept of everyday connections with media infrastructures in specific local spaces.The development of digital media is reverting the relation between environment and media.Drawing upon communication infrastructure theory,this study conducts a door to door survey to examine how connections with WeChat local government account networks and the condition of local space jointly shape residents'relations with local community.Findings demonstrate that the extent to which local space supports neighborly interactions accounts for the positive correlations between everyday connections with WeChat government public account networks and inhabitant's place identity.By highlighting the perspective of space and connections,this inquiry attempts to shed light on the paradigm shifts in media effect research and on the mechanism for local story-telling networks to integrate within Chinese urban communities.