宣传者还是把关人?——新员工在朋友圈中转发企业信息的角色选择研究

Propaganda or Gatekeeper?Research on the Role Selection of New Employees in Forwarding Enterprise Information in WeChat Moments

当下企业员工尤其新员工的朋友圈已成为企业信息传播的重要社交媒体场域,通过半结构化访谈和扎根理论,对新员工在朋友圈中转发企业信息的意愿及其深层次动机,即角色选择过程的驱动机制进行了探索性研究。研究结果表明:个人感知与群体互动是影响其角色选择的主导性驱动因素,主要有三种类型的角色选择——主动转发的“企业形象宣传者”、选择性转发的“有用信息分享者”、被动式转发的“私人空间守卫者”;随着入职时间的变化,若新员工感知到转发的风险增大或自我效能实现程度不符合预期时,则会逐渐从最初的“宣传者”转变为“守卫者”。总的来说,大多数新员工并非完全自愿进行企业信息的转发,并存在不同程度的“把关”行为。

At present,the WeChat Moments of enterprise employees,especially new employees,.has become an important social media field for enterprise information dissemination.This paper conducts exploratory research on the willingness and deep motivation of new employees to forward and share enterprise information in WeChat Moments,namely the driving mechanism of role selection process,through semi-structured interview method and grounded theory.The results show that personal perception and group interaction are the dominant driving factors influencing the role choice of new employees,and there are three main types of role selection in their information forwarding and sharing behavior:Active"corporate propagandist",selective"useful information sharer",passive"private domain guardian".In addition,with the change of entry time,if new employees perceive the risk of forwarding and sharing increases or the degree of self-efficacy does not meet expectations,they will gradually change from the original"propagandists"to"guardians".In general,most new employees are not fully willing to forward corporate information,and there are different degrees of"gatekeeping"behavior.