“共鸣”与“引力”:社交媒体中城市形象的涵化效应  

Resonance and Gravitational Process:Cultivation Effects of Social Media on City Image

作　　者：史梁 Shi Liang(Hefei University of Technology)

机构地区：[1]合肥工业大学文法学院,安徽合肥230009

出　　处：《新闻与传播评论》2024年第3期86-100,共15页Journalism & Communication Review

基　　金：安徽省社科普及规划项目(LZ201925)。

摘　　要：社交媒体已经成为人们接收信息的主要渠道和城市形象传播的重要平台。研究以涵化理论为视角,以合肥市为例,通过问卷调查法和结构方程模型PLS-EMS分析社交媒体使用对城市形象的涵化作用。首先,研究发现了社交媒体对人们的认知、情感和行动的三阶涵化效应,其中社交媒体浏览正向预测城市认知形象、城市情感形象和城市意动形象,社交媒体互动正向预测城市认知形象和城市情感形象。其次,研究对社交媒体的涵化效应机制做了探讨。研究发现:与以往发现传统媒体的涵化效应更多是通过主流化作用机制实现不同,距离在社交媒体使用与城市认知形象和情感形象的关系中起到负向调节作用,距离城市越近、对媒介内容直接经验更多的人更容易受社交媒体提供的拟态环境影响,社交媒体的涵化效应更多通过“共鸣”机制产生,社交媒体的涵化效应体现了受众与社交媒体内容之间相互作用的“引力”过程。Recent research suggests that social media has replaced traditional media as the main channel by which people received information and the city images are conveyed.From the perspective of the cultivation theory and with Hefei City as an example,this study examined the cultivation effects of social media use on city image based on the questionnaire survey and structural equation modeling(SEM)analysis.Firstly,the findings revealed that social media use positively related to the city image(including city cognitive image,city emotional image and city cognitive image),reflecting the three-order cultivation effect.Social media browsing and social media interacting were both related to the city cognitive image and city emotional image,and only social media browsing was related the city cognitive image,whereas social media broadcasting was not associated with any city images.Secondly,this research discussed the cultivation effect mechanism of social media.Previous studies have found that the cultivation effect of traditional media is mostly achieved through the“mainstreaming”mechanism.However,this research found that distance plays a negative moderating role in the relationship between social media browsing and city cognitive image,and the distance negative moderation in the relationship between social media browsing and city emotional image was also found.People who are closer to the city and have more personal experience about media content are more likely to be influenced by the pseudo-environment formed by social media.This proves that the cultivation effect of social media is mostly produced through the“resonance”mechanism.The cultivation effect of social media reflects the“gravitational”process of interaction between audiences and social media content.

关 键 词：涵化理论 城市形象 社交媒体 三阶涵化效应 调节效应 

分 类 号：G206[文化科学—传播学]