媒介融合背景下主流媒体抖音号运营对媒体形象的影响:感知价值视角的实证研究  

The Impact of Mainstream Media’s Tik Tok Operation on Media Image in the Context of Media Convergence: An Empirical Study from the Perspective of Perceived Value

作　　者：熊开容[1] 刘超[2,3] 叶倩怡 张晓敏 刘姿琳 XIONG Kairong;LIU Chao;YE Qianyi;ZHANG Xiaomin;LIU Zilin

机构地区：[1]广东工业大学环境科学与工程学院 [2]广东外语外贸大学新闻与传播学院 [3]广州市人文社科重点研究基地“广州城市舆情治理与国际形象传播研究中心” [4]广东外语外贸大学新闻与传播学院广告系 [5]天津外国语大学国际传媒学院

出　　处：《传媒经济与管理研究》2021年第2期265-283,共19页Media Economics and Management Research

基　　金：教育部人文社科研究项目“湾区形象刻板印象的形成机制与干预策略研究”(19YJA860010);广东省哲学社会科学规划一般项目“关系主义视角的粤港澳大湾区城市形象建构与传播策略研究”(GD19CXW02);广东省普通高校省级重大科研项目“气候谈判背景下中国负责任国家形象对外传播战略研究”(2016WZDXM025);广州城市舆情治理与国际形象传播研究中心课题“粤港澳大湾区城市群的区域形象构建与国际传播研究”(2021WT02)。

摘　　要：融媒体时代,主流媒体纷纷入驻以抖音为代表的短视频平台,以老百姓喜闻乐见的形式传递信息,短视频平台融合发展是否会影响公众对主流媒体的媒体形象评价有待检验。本文以《人民日报》抖音号为研究对象,探讨主流媒体短视频平台融合发展中的用户感知价值对其媒体形象评价的影响。研究结果表明,主流媒体抖音官方号的用户感知信息娱乐价值正向影响媒体形象的公信力和职业伦理,而社交情感价值只对媒体形象的公信力有正向显著影响;同时,用户感知信息娱乐价值正向影响社交情感价值,媒体形象中的公信力正向影响职业伦理;中介效应检验发现,信息娱乐价值通过社交情感价值间接影响公信力,通过公信力间接影响职业伦理,社交情感价值通过公信力间接影响职业伦理。本研究为主流媒体通过短视频平台融合发展以提升自身媒体形象提供了经验性成果的理论支持与实践指导。In the era of converged media,mainstream media has grasped the development trend of short video,and they have also settled in short video platforms represented by Tik Tok to plan and develop the development of short video communication,transmit information in a form popular with the people,and integrate and develop with the platform.This article takes the People’s Daily Tik Tok as the research object,and uses the user’s perceived value to explore the influence of the mainstream media short video platform integration and development on its media image.The empirical research results show that the perceived information and entertainment value of users positively affects the credibility and professional ethics of media image,while social and emotional value only has a positive and significant impact on the credibility of media image.Simultaneously,users’perception of information and entertainment value positively affects social and emotional value,and credibility in media image positively affects professional ethics.Information and entertainment value indirectly affects public credibility through social and emotional value,indirectly affects professional ethics through credibility.Social and emotional value indirectly affects professional ethics through credibility.This study provides the theoretical support and practical guidance for mainstream media to improve their media image through the integration of short video platform.

关 键 词：主流媒体 媒体形象 短视频 媒介融合 感知价值 公信力 职业伦理 

分 类 号：G63[文化科学—教育学]