社交媒体不良广告对政府治理感知的影响——社会阶层的调节作用  

The Impact of Harmful Social Media Advertising on Perceptions of Government Governance—The Moderating Role of Social Class

作　　者：宣长春[1] 许晶 叶晓凤 XUAN Changchun;XU Jing;YE Xiaofeng(School of Journalism and Communication,Xiamen University,Xiamen Fujian 361005,China)

机构地区：[1]厦门大学新闻传播学院,福建厦门361005

出　　处：《安徽师范大学学报(社会科学版)》2025年第2期82-94,共13页Journal of Anhui Normal University(Soc.Sci.)

基　　金：国家社会科学基金青年项目“基于计算方法的社交媒体广告社会效果与综合治理研究”(21CXW015)。

摘　　要：新媒体时代,社交媒体不良广告产生的社会影响不容忽视。本研究采用BTM主题建模方法对社交媒体不良广告的概念进行初步探索,并在此基础上,通过分析4 865份全国性大样本数据,探究了社交媒体不良广告感知对政府治理感知的影响,揭示了不同社会阶层群体的差异化表现。研究发现:第一,不良广告感知对政府治理感知的影响受到广告态度的中介作用。第二,社会阶层会调节不良广告感知对广告态度的影响,相较于低社会阶层,高社会阶层群体的不良广告感知对广告态度的负向预测作用更大。第三,社会阶层会调节不良广告感知对政府治理感知的影响,对于低社会阶层群体来说,不良广告感知正向预测政府治理感知,对于高社会阶层群体来说,不良广告感知负向预测政府治理感知。本研究为中国语境下的社交媒体广告治理提供了一定的理论和实践指导。In the new media era,the social impact of harmful social media advertisements cannot be ignored.In this study,BTM thematic modeling was used to explore the concept of harmful social media advertisements.On this basis,through the analysis of a nationwide sample of 4,865 responses,the impact of harmful social media advertising perception on perceived government governance is explored,and the differentiated patterns across different social strata groups is revealed.The findings are as follows:First,the influence of harmful advertising perception on perceived government governance is mediated by advertising attitude.Second,social class regulates the impact of harmful advertising perception on advertising attitude.Compared with the low social class,the negative advertising perception of the high social class group has a greater negative predictive effect on advertising attitude.Third,Social class moderates the effect of harmful advertising perception on perceptions of government governance.For groups of low social class,harmful advertising perception positively predicts government governance perception,while for groups of high social class,harmful advertising perception negatively predicts perceived government governance.This study provides some theoretical and practical guidance for social media advertising governance in the Chinese context.

关 键 词：社交媒体广告 不良广告感知 广告态度 社会阶层 感知政府治理 

分 类 号：G206[文化科学—传播学]