数字媒体时代城乡青年的媒介使用与媒介素养研究——来自S省青年群体的实证调查  

Media Use and Media Literacy of Urban and Rural Youth in the Digital Media Era——An empirical investigation of the youth in S Province

作　　者：马超[1] MA Chao(School of Literature and Journalism,Sichuan University,Chengdu 610064,China)

机构地区：[1]四川大学文学与新闻学院,成都610064

出　　处：《四川理工学院学报（社会科学版）》2018年第5期79-100,共22页Journal of Sichuan University of Science & Engineering(Social Sciences Edition)

基　　金：国家社会科学基金项目(17BXW035)

摘　　要：随着数字技术的发展与互联网的日益普及,媒介已经成为了当代青年生活的重要组成部分,探讨新媒体背景下青年群体的媒介素养状况正逢其时。以S省青年为研究对象,通过实证调查探讨数字媒体时代城乡青年的媒介使用情况和媒介素养现状。研究发现,从全样本青年群体来看,男性的"媒介获取能力"、"媒介分析能力"和"媒介创造能力"比女性更强。在媒介接触偏好与媒介素养的关系上,报纸、广播、杂志和电脑的接触时间可以对青年的媒介素养带来正面影响,而电视的接触时间却对媒介素养带来了显著的负面效应。同时研究发现,无论对于时政经济类"硬新闻"的关注,还是对文化娱乐、养生旅游等"软新闻"的关注都可以部分增进青年的媒介素养。这项发现提示相关管理者,在从事青年教育和管理工作时不能一味抹杀青年的兴趣爱好,对于青年的媒介接触偏好也不能一棍子打死,而是应该客观看待和正确引导。在媒介可信度方面,研究发现,受众对传统媒介的依赖可以正向预测其对传统媒介的可信度评价,而公众对传统媒介和新媒体的依赖都可以正向预测其对新媒体的可信度评价。该发现带来的启示是:未来在测量媒介可信度时,传统的"绝对评价法"和"相对评价法"都失之笼统,而应当考虑不同媒介在不同细分信息上的可信度评价。最后在城乡两个青年群体的对比中发现,城乡青年在媒介使用上存在显著差异:城市青年对国内外时政新闻、经济新闻和社会民生新闻的关注度均高于农村青年;农村青年"了解新闻"、"学习知识"、"获取实用信息"等媒介使用动机远低于城市青年;在媒介素养方面,城市青年的"媒介分析能力"和"媒介评估能力"远高于农村青年。回归模型显示,城乡青年的媒介素养差异或许是由于媒介接触频率、信息关注类型等因素造成的:农村青年过度接触With the development of digital technology and the increasing popularity of the Internet, media have become an important part of youth life. Thus, taking the S province as an example, this paper has discussed the media use and media literacy of urban and rural youth in the digital media age. It is found out that the ＂media access ability＂, ＂media analytical ability＂ and ＂media creative ability＂ of man is better than women in total. We have also found out the use of newspapers, radio, magazines and computers has a positive impact on young people＇s media literacy, while the use of television has a significant negative effect on media literacy. As for the information type, giving attention to both ＂hard news＂ and ＂soft news＂ can partially improve media literacy. These findings suggest that managers should not blindly erase the interests and hobbies of young people when engaging in youth education and management. With regard to the media credibility, we find out that audiences＇ dependence on traditional media can positively predict their credibility evaluation of traditional media, while the public＇s dependence on both traditional media and new media can also positively predict their credibility evaluation of new media. This finding reveals that the traditional evaluation method of ＂absolute evaluation＂ and ＂relative evaluation＂ is out of work, when we making the evaluation of media credibility, we should consider the different media on different subdivisions of information. Finally, we have found out that there are significant differences in media use between urban and rural youth. The urban youth pay more attention to national news, world news, economic news and social news while the rural youth have a lower proportion of accessing news and practical information and acquiring knowledge. As for the media literacy, the ＂media analytical abilities＂ and ＂media creativity abilities＂ of urban youth are significantly higher than those of the rural youth. Regression model shows tha

关 键 词：媒介素养 城乡青年 媒介接触 媒介依赖 媒介可信度 实证研究 

分 类 号：G210[文化科学—新闻学] G206