受众卷入、敌意媒体认知与网络表达行为的关系研究

An Experimental Investigation on the Relationship Among Audience Involvement,Hostile Media Perception and Online Behaviors

敌意媒体认知理论提出受众通常会认为新闻报道是有偏见的,尤其是对于高度卷入某一议题的受众。近年来,转基因食品成为国内热门话题,转基因食品安全与否具有争议性,存在观点截然对立的意见双方。双方在感知到媒体敌意后,会通过评论信息、发起讨论等多种方式积极表达观点,影响舆论环境,甚至引发激烈的对抗行为。当今,互联网已成为受众获取信息、表达意见的主要渠道。但是,网络表达行为在敌意媒体认知研究领域却鲜有人涉足。本研究试图从敌意媒体视角出发,对受众网络表达行为进行探讨,以期丰富敌意媒体认知的外延,为理解受众的网络表达行为提供启示。基于以上,本文选择"转基因食品"作为研究话题,选取对转基因食品持强烈态度的被调查者作为分析样本,对敌意媒体认知、价值相关性卷入、结果相关性卷入、网络表达行为、感知意见环境、感知到达度进行测量。研究发现:网络环境下,到达度对敌意媒体认知的影响依然普遍存在;敌意媒体认知与网络表达行为存在显著正相关关系;敌意媒体认知是结果相关性卷入影响网络表达意愿的中介变量;意见环境估计与网络表达意愿存在显著正相关关系。

Audiences often think that news reports are biased,especially for those who are highly involved in an issue.One reason is that the news itself is biased,and another very important reason is that the audience perception is biased.This cognitive bias is called hostile media perception(HMP)in the field of communications.In recent years,genetically modified foods have become a hot topic in China.This topic has received extensive attention from the domestic public.The safety of genetically modified foods is controversial,there are opinions that are totally antagonistic to each other.After perceived hostility in the media,both parties will actively express their views through various ways such as reviewing information,posting blog posts and initiating discussions,thus affecting the public opinion climate and even triggering fierce confrontation.Today,internet has become the main channel for audiences to obtain information and express opinions.However,there are few studies in the field of hostile media effects about online behaviors.This study attempts to explore the audience’s online behaviors from the perspective of hostile media effect,in order to enrich the extension of hostile media perception and provide inspiration for understanding the audience’s online expression behaviors.Based on the above,this article selects"genetically modified foods"as the research issue,and selects respondents who have a strong attitude toward genetically modified foods as an analysis sample.The media coverage is specifically manipulated into two scenarios.The first is a large-scale comprehensive news website,representing high broad reach.And the other is a small personal homepage that represents low media reach.Seven hypotheses were proposed to test how hostile media perception shape online behaviors in the issue of genetically modified foods.Results suggest that:First,under the network environment,the impact of media broad reach on hostile media perception is still widespread,From traditional mass media to online media,the only change is the form of media,and the mechanism of action for Hostile media perception has not changed.Second,hostile media perception is positively related to online behaviors.Thirdly,value-relevant involvement is partly related to the online behaviors.Fourth,outcome-relevant involvement is related to aggressive behaviors and negotiation behaviors at the same time.Fifth,hostile media perception is part of the mediator’s variable that outcome-relevant involvement affects online expression intention.At last,estimated opinion climate is positively related to online expression intention.When the audience perceives that the opinion climate is more consistent with their own positions,the stronger the willingness to express on the Internet.Conversely,the weaker the willingness to express on the internet.