海外受众媒介接触行为对武术文化传播效果影响的实证研究

The Influence of Overseas Audience's Media Exposure Behavior on the International Communication Effect of Chinese Wushu Culture

文章在构建微观武术国际化传播效果研究框架的基础上合成传播效果综合指数。采用武术信息接触月频次、武术信息接触时间与媒介接触种类数等几个维度作为媒介接触行为概念,借助调节效应模型探讨媒介接触行为对不同教育程度海外受众的武术传播效果的影响。研究结果显示,4个媒介接触行为指标均与传播效果存在正相关,并且武术信息接触时间、传统媒介接触类型数与网络新媒介接触类型数相对于武术信息接触月频次对不同教育程度群体的武术传播效果调节效应要显著,武术传播效果的影响因素是复杂多元的,媒介接触行为有待于后续研究在这一领域继续探索。

The article adopts a comprehensive index system of communication effect based on the construction of a research frame⁃work for the internationalized communication effect of microscopic martial arts.Monthly frequency of exposure to martial arts informa⁃tion,time span of exposure to martial arts information and the number of types of media exposure are adopted as the constitutional con⁃cepts of media exposure behavior,and the influence of media exposure behavior on the communication effect of martial arts among over⁃seas audiences with different education levels is explored with the help of moderating effect model.The results show that the four indi⁃cators of media exposure behavior are positively correlated with communication effects,and the moderating effect of time span of expo⁃sure to martial arts information,the number of types of traditional media exposure and the number of types of new media exposure on the Internet are more significant than that of monthly frequency of exposure with martial arts information on the communication effect of martial arts for groups with different educational levels.The influencing factors of martial arts communication effect are complex and di⁃verse and media exposure behavior needs to be further explored.