中国新闻从业者的社交媒体运用及其影响因素:一项针对上海青年新闻从业者的调查研究  

Chinese Journalists' Social Media Usage and its Influential Factors:A survey study on young journalists in Shanghai

作　　者：周葆华[1] 

机构地区：[1]复旦大学新闻学院

出　　处：《新闻与传播研究》2014年第12期34-53,119-120,共20页Journalism & Communication

基　　金：国家社科基金项目"社会化媒体对转型期中国社会舆论的影响研究"(项目编号:13CXW021)的阶段性成果

摘　　要：随着博客、微博、微信等的崛起,社交媒体已经成为中国新闻从业者工作和个人生活中的重要工具。新闻从业者怎样运用社交媒体?哪些因素影响其使用?本文将新闻从业者的社交媒体使用概念化为"工作运用""常规表达"和"后台披露"三个维度,并从个人属性、组织影响、新闻范式、心理变量等四个维度探讨其影响因素。基于一项针对上海青年新闻从业者的实证调查数据(N=535),研究发现:新闻从业者的社交媒体使用以工作运用为主,其次是常规表达,而后台披露最少;对互联网工作功效的认知、对社交媒体表达的正向态度以及机构的鼓励,是影响他们社交媒体运用的重要影响因素;而不同的新闻范式(体现为不同的新闻范例评价)对表达性的社交媒体运用亦有显著影响。新闻从业者对社交媒体的使用,因此不仅是单纯的技术扩散过程,而是特定社会场景中个人、组织、职业理念与社会生态的互动结果。With the rapid development of social media in China(especially Weibo and WeChat),their impacts on journalism have attracted a lot of academic efforts.However,empirical studies focusing on the adoption and usage of social media among Chinese journalists and their influential factors are still very scant.This study conceptualizes social media use by journalists with three dimensions,which include professional use,normal expression,and' backstage ' visualization.It also aims to explore how the individual background,organizational context,journalistic paradigm,as well as psychological factors influence the journalists' social media use.With a questionnaire survey data on young journalists in Shanghai(?V =535),this study finds that the journalists use social media mainly for work,followed by expression,and least for 'backstage' visualization.Controlling for other variables,perceived practical benefits,positive attitudes towards social media expression and perceived supporting from the organization are all proved to be positively related to the journalists' social media use.Furthermore,the journalistic paradigm,measured by media exemplar evaluation,is also found to be an important factor to influence Chinese journalists' expressive use of social media.It thus concludes that the Chinese journalists' social media use is not based on a simple technological diffusion process,but an effect of interplay among individual journalists,their organizations,professional ideas,as well as social contexts.

关 键 词：新闻从业者 社交媒体 新闻范式 

分 类 号：G214[文化科学—新闻学]