电视受众的社会分化与价值认同分歧——基于上海市民实证研究的分析  

Social Differentiation and Divergent Value Identity in TV Audiences——An Empirical Study Based on the Shanghai Survey

作　　者：邢虹文[1] 

机构地区：[1]上海大学影视艺术技术学院,上海200072

出　　处：《上海大学学报（社会科学版）》2012年第2期128-140,共13页Journal of Shanghai University(Social Sciences Edition)

基　　金：国家哲学社会科学基金资助青年项目(07CXW006)

摘　　要：从某种意义上看,电视媒介对于受众价值认同的建构发挥着重要作用。通过对上海市民的调查我们可以发现,不同职业地位群体在收视习惯、对电视的使用与满足,以及对电视内容的评价和信任程度等方面都存在一定的差异,而这些差异最终促使其在一些价值观念的认同上存在某些分歧。具体体现在社会归属感、个体自利认知以及公共性观念上。因此,在新时期要重建社会成员的价值认同,坚持有效地发挥电视媒介在其中的作用。To some extent TV plays an important role in the construction of social value identity.Based on the survey of Shanghai citizens in 2009,this article finds differences among diverse occupational and status groups in watching habits,the utilization and appreciation of TV as well as the assessment and trust of TV programs.All these differences lead to the divergence among TV audiences in social values including the identification of society,the consciousness of self-interest and the sense of public morality.To rebuild social value identity in the new era,it is therefore necessary to give full scope to TV programs continuously.

关 键 词：社会分化 职业地位群体 电视受众 社会认同 价值观念 

分 类 号：F713.8[经济管理—广告]