由风险感知到集体行动——重大突发公共卫生事件中公众社交媒体的摇摆使用与作用机制  

From Risk Perception to Collective Preventive Behaviors:Social Media Swinging and Its Functional Mechanism in Public Health Emergency

作　　者：黄河[1] 杨小涵 王芳菲 Huang He;Yang Xiaohan;Wang Fangfei

机构地区：[1]中国人民大学新闻学院 [2]大连理工大学新闻与传播学系

出　　处：《新闻与传播研究》2023年第2期37-52,126,127,共18页Journalism & Communication

基　　金：国家社科基金重大项目“健全重大突发事件舆论引导机制与提升中国国际话语权研究”(项目编号:20&ZD319)的阶段性研究成果。

摘　　要：新冠肺炎疫情这一重大突发公共卫生事件发生后,中国政府倡导的集体防疫行动取得了显著的成效。社交媒体作为公众信息获取的主要渠道,在建构风险感知、动员公众参与等方面发挥了重要作用。以往的风险沟通研究多集中探讨个体层面的媒体使用、风险感知与防疫行为,缺乏对社会层面的观照;且多将社交媒体笼统考量,难以提出足够有针对性的沟通方案。有鉴于此,论文通过细分社交媒体、风险感知和防疫行为类型,构建了“心理动机-媒体使用-风险感知-防疫行为”模型,在梳理疫情期间公众社交媒体摇摆使用行为及其内在动因的基础上,检验其对个体与社会层面风险感知和防疫行为的影响。研究发现,监测、社交、回避等动机会促使公众摇摆使用内容导向型社交媒体和用户导向型社交媒体。从作用机制来看,内容导向型社交媒体可直接影响或间接通过风险感知推动个体采取自我保护行为,并且配合集体防疫行动;而用户导向型社交媒体仅可直接作用于集体防疫行动。另外,社会规范在内容导向型社交媒体使用对集体防疫行动的作用路径中发挥了正向调节作用。The collective prevention behaviors initiated by the Chinese government has achieved remarkable results during the outbreak of the COVID-19 pandemic.Social media,as the main information access channel for the public,has played a vital role in constructing risk perception and initiating public engagement.Existing research on risk communication mostly focus on the micro perspective of an individual's media exposure,risk perception,and self-protective behaviors.They lack a social perspective.Moreover,previous research mainly regarded social media as a whole,without providing targeted communication strategies.Given that,we constructed a model through subdividing social media,risk perception,and prevention behaviors.Based on presenting the public's social media swinging and the inner motives,we examined the swinging behavior's impact on risk perception and prevention behavior on individual and social levels.We found that motives including surveillance and avoidance lead to the public's swinging between content-oriented and user-oriented social media.In terms of functional mechanism,content-oriented social media has impacts on advancing individual selfprotective behavior and collective preventive behavior.The impact is made through risk perception and can be either direct or indirect.On the other hand,user-oriented social media can only directly impact collective preventive behaviors.Additionally,social norm plays a positive moderating role in the functional path of content-oriented social media exposing to collective preventive behaviors.

关 键 词：集体行动 社交媒体摇摆 风险感知 防疫行为 风险沟通 

分 类 号：G206[文化科学—传播学] R184[医药卫生—流行病学]