信息性还是娱乐性?——基于S-O-R模型的政务短视频媒介使用及其效果研究  

For Information or Entertainment?--A research on the mediating usage of government short videos and its effects based on S-O-R model

作　　者：贾哲敏[1] 李宗宁 郑琦 JIA Zhe-min;LI Zong-ning;ZHENG Qi(School of Public Administration,Beihang University,Beijing 100191,China)

机构地区：[1]北京航空航天大学公共管理学院,北京100191

出　　处：《湘潭大学学报（哲学社会科学版）》2024年第6期106-112,共7页Journal of Xiangtan University:Philosophy And Social Sciences

基　　金：北京市社会科学基金项目“基于北京实践的政府融媒体产品传播与效果研究”(20XCB010)。

摘　　要：政务短视频是时下较受欢迎的政务新媒体,用户主要在信息性和娱乐性两个维度对其接触和使用。基于S-O-R模型的调查分析表明,政务短视频媒介使用对媒介可信度、用户持续使用意愿主要产生间接影响,且通过政治知识和绩效感知两个变量产生中介效应。其中,政务短视频的使用频率和信息性使用透过政治知识变量对媒介可信度产生显著的正向影响,但娱乐性使用的作用机制为负向。政治知识对用户持续使用意愿的效果路径无显著影响。绩效感知变量是政务短视频使用频率、信息性使用对持续使用意愿产生正向影响的有效中介变量,但对媒介可信度的效果路径无中介作用。说明在视觉化中国政治传播语境中,政务短视频虽不可避免地需要使用娱乐性元素构建内容、获得用户,但根本上仍然要以“信息性”制胜,相应调整内容供给策略和运营策略,以获得积极的效果。Government short videos are fairly popular new media of government affairs nowadays,with users primarily accessing and using them in two dimensions:information and entertainment.A survey based on S-O-R(Stimulus-Organism-Response)model shows that the use of government short videos mainly has indirect effects on media credibility and users’willingness to continue using them,and produces the mediating effect through two variables:political knowledge and performance perception.Specifically,the frequency of utilization and informational use of government short videos have significant positive impact on media credibility through the variables of political knowledge,while entertainment use has a negative effect.Political knowledge does not significantly affect the effect path of users’intention to continue using government short videos.The variables of performance perception serve as an effective mediator for the positive impact of the frequency of use and informational use of government short videos on users’willingness to continue using the media,but it does not mediate the effect on media credibility.These findings suggest that,within the context of visualized Chinese political communication,although government short videos inevitably need to incorporate entertaining elements to attract users,they fundamentally must prioritize“informational content”to succeed.Accordingly,strategies for content provision and operations should be adjusted to achieve positive outcomes.

关 键 词：政务短视频 S-O-R模型 信息性使用 娱乐性使用 中介效应 

分 类 号：G206.2[文化科学—传播学]