中国健康/安全传播中“差序格局”的角色作用及其边界条件  

The Role of“Differential Mode of Association”in Chinese Responses to Health/Safety Communication and its Boundary Condition

作　　者：林升栋 程红 张芝云[4] 王芳[4] 李小玲[4] LIN Shengdong;CHENG Hong;ZHANG Zhiyun;WANG Fang;LI Xiaoling(School of Journalism and Communication,Renmin University of China;School of Communication, Loyola University Chicago;Journalism and Communication, Xiamen University of China)

机构地区：[1]中国人民大学新闻与社会发展研究中心 [2]中国人民大学新闻学院广告与传媒经济系 [3]美国芝加哥洛约拉大学传媒学院 [4]厦门大学新闻传播学院

出　　处：《国际新闻界》2021年第9期82-100,共19页Chinese Journal of Journalism & Communication

基　　金：中国人民大学马克思主义新闻观研究中心科研项目“人工智能时代新媒体广告发展趋势:概念、载具、受众与新形态研究”(MXG202006)成果。

摘　　要：本文首次将费孝通先生的"差序格局"概念引入到中国的健康/安全传播中,研究了它的作用及边界条件。依据差序格局,中国社会中的每个个体都生活在一系列的圈子当中,每一个圈层都意味着不同的"他人"。最近的圈层/他人通常是家庭成员,与个体有着最强的连接。最远的圈层/他人则是陌生的社会成员,与个体的连接最弱。本文先引入戒烟和反酒驾两种情境,结果发现:戒烟广告中"破坏与近圈层/他人的连接"诉求主题,比"破坏与远圈层/他人的连接"主题,更具说服力;反酒驾广告中不同差序的诉求效果却没有显著差异。酒驾瞬间致死,吸烟却是慢性死亡。后果严重性感知是差序格局起作用的一个边界条件。在反酒驾情境中,凸显出差序格局,远近圈层的诉求主题又会呈现出不同的说服力。关系显著性感知是差序格局起作用的另一个边界条件。本研究发现对中国社会的健康/安全传播或有新的启迪。This paper introduces the differential mode of association to examine its role in Chinese response to health/safety communication and its boundary condition.According to the differential mode of association,each individual in Chinese society is surrounded by a series of concentric circles,by which each circle means different“others”.The closest circle/others are family members who have strong ties with the individual,and the most distant circle/others are society members who have weak ties with the individual.This paper introduces antismoking in study 1 and anti-DUI in study 2,and finds that“Break ties with close others”is more persuasive than“break ties with distant/general others”fear appeals in antismoking,while no significant effects in anti-DUI.DUI kills person suddenly,while smoking kills slowly.Perceived severity of events is one of the boundary conditions for differential mode of association.Study 3 and 4 use withinsubject design and the differential mode of association are reflected perfectly in our data.The significance of guanxi is the other boundary condition.Findings shed some new light on Chinese health/safety persuasion.

关 键 词：戒烟 反酒驾 差序格局 后果严重性 关系显著性 

分 类 号：G206[文化科学—传播学]