社交媒体兴起十年如何影响党报公信力变迁?  

How the Booming Social Media Influenced the Credibility of Partisan Newspapers from 2009 to 2018?

作　　者：张洪忠 石韦颖 Zhang Hongzhong;Shi Weiying

机构地区：[1]北京师范大学新闻传播学院 [2]香港城市大学媒体与传播系

出　　处：《新闻与传播研究》2020年第10期39-55,126,127,共19页Journalism & Communication

摘　　要：2009-2018年是社交媒体兴起的十年,论文从政治与新传播技术关系角度切入,探讨在社交媒体背景下具有特殊政治地位的党报公信力如何受到影响。基于2009年、2012年、2018年三次在北京、上海、广州、成都四个城市开展的调查数据发现:一是党报公信力呈下降趋势;二是社交媒体的使用对党报公信力具有正向影响;三是读者对党报公信力认知没有变化,但非读者对党报公信力认知出现明显降低趋势;四是社交媒体的普及会带来党报接触程度的降低,党报的媒介接触下降带来的负效应大过社交媒体使用的正向影响,这是社交媒体影响党报公信力下降的原因,对此可从我国政治体制角度对这一发现进行解释。In China,social media had become increasingly prevalent during the decade from 2009 to 2018.Against this background,this study explores how the credibility of partisan newspapers that occupy a particular political status among traditional media has changed from a longitudinal perspective.Based on three surveys conducted simultaneously in four Chinese metropolitan cities(Beijing,Shanghai,Chengdu and Guangzhou)in 2009,2012 and 2018 respectively,we find that:First,the credibility of partisan newspapers experienced a gradual decrease.Second,people’s social media use has a positive relationship with their perceived credibility of partisan newspapers.Third,the perceived credibility of partisan newspapers from readers remained stable,while the credibility of non-readers has significantly decreased.Further,this study provides an explanation for this finding from the perspective of the political system.

关 键 词：党报 传媒公信力 社交媒体 变迁 

分 类 号：G219.2[文化科学—新闻学]