西方媒介效果研究的新动向——基于2007—2016年欧美传播学期刊的文献计量分析

New Trends of Media Effect Research in the West:Based on the Bibliometric Analysis of European and American Communication Journals from 2007 to 2016

以国外六大传播学期刊的论文为数据来源,对其2007至2016年刊发的所有论文进行逐篇检阅,从总计2112篇期刊论文中筛选出950篇属于媒介效果研究范畴的样本,采用文献计量法,尝试从研究主体、研究内容、研究热点等层面,勾勒西方媒介效果研究的知识图谱。研究发现,这十年间媒介效果研究领域的新动向主要表现在:首先,期刊论文统计数据显示,媒介效果研究依然是西方传播学研究的重要议题,发文数量在美国学者主编的传播学期刊中甚至可以占据近半壁江山,在欧洲学者主编的期刊中也呈现明显的增长趋势,其中共被引频次最高的文献样本来自《传播学理论》和《传播学期刊》。其次,在研究对象上,媒介形态的飞速变化为效果研究提供了新的研究对象,从互联网到在线媒介,再到脸书、推特等社交媒体,新媒体成为新的关注焦点。同时传统媒介在媒介效果研究中依旧占据一席之地。再次,根据对研究关键词的分析,效果研究呈现出两大自然聚类。一类主要从新媒介层面研究媒介效果,集中探讨身份认同、性别问题和新式新闻生产;另一类则从心理学路径入手聚焦传统媒体产生的效果,偏重于测度受众认知、态度和行为等方面的变化。两者交集于社会参与和民意研究等议题上。最后,从研究主体看,美国在媒介效果研究中的霸主地位暂时难以撼动,密歇根州立大学、威斯康星大学、普渡大学发文量显著提升,成为媒介效果研究的新高地;荷兰的阿姆斯特丹大学和阿姆斯特丹自由大学、德国的曼海姆大学、以色列的希伯来大学跻身发文量前15的研究机构中;作为后起之秀的亚洲和中东也在奋起直追,试图融入媒介效果研究的主流话语中。

We reviewed all the articles published in six European and American communication journals from 2007 to 2016,and selected 950 papers as samples of the media effect research from the total 2112 papers.Based on the bibliometric analysis,this paper tries to outline the knowledge graph of media effect research in the West from different levels such as research subjects,content and hot spots and so on.It finds that the new trends in the field of media effect from 2007 to 2016 are:First of all,according to the journal articles,media effect is still the important topic of western communication study,post number in the journals of the American scholar editor communication can even occupy nearly half,scholars in Europe in the chief editor of the journal also presents obvious growth trend,the highest total citation rates of these articles samples from Communication Theory and Journal of Communication.Secondly,in terms of research objects,the rapid change of media forms has provided new research objects for effect research.From the Internet to online media,to social media such as Facebook and Twitter,new media has become a new focus of attention.At the same time,traditional media still holds its space in the study of media effects.Thirdly,according to the analysis of research keywords,the media effect study presents two natural clusterings.One of them mainly studies media effects from the perspective of new media,focusing on identity,gender issues and new news production.The other focuses on the effects of traditional media from the perspective of psychology,and focuses on the changes of audience cognition,attitude and behaviors.The two intersect on issues such as social participation and public opinion research.Finally,from the perspective of research subjects,the dominant position of the United States in media effect research is difficult to be eroded temporarily.Michigan State University,University of Wisconsin and Purdue University have significantly increased the number of articles published and become new platforms of media effect research.The University of Amsterdam and Free University of Amsterdam in the Netherlands,University of Mannheim in Germany and Hebrew University in Israel are among the top 15 research institutions;As rising stars,Asia and the Middle East are also catching up,trying to integrate into the mainstream discourse of media effect research.