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媒介使用与社会资本积累:基于媒介效果视角
Media Usage and Social Capital Accumulation: Based on Media Effects Perspective
社会资本是一种存在于人际交往关系中的经济资源,而媒介使用建构着人际传播的语境和互动行为,成为人际社会关系的建立、发展及维系过程中不可或缺的因素。本文以CGSS(2015)为样本,构建因果推断和中介效应模型,研究媒介使用对受众社会资本的影响。研究发现,传统大众媒介与新媒介的使用对受众社会资本积累具有显著影响,且随着媒介形态的不同而存在显著的结构性差异。其中报纸、杂志、广播、电视、互联网等单个媒介形态对受众社会资本积累的影响并不显著,仅仅是影响社会资本构成的某一个方面,电视和互联网媒介的使用甚至对社会化信任和互惠产生负向影响。媒介效果视角下,受众的媒介使用对其社会资本的影响,依赖于媒介所建构的阶层认同的中介效应。
Social capital is an economic resource existing in interpersonal relationship, and media usage constructs the context and interactive behavior of interpersonal communication, which becomes an indispensable factor in the process of establishing, developing and sustaining interpersonal social relations. The usage of mass media and new media has a significant impact on the capital accumulation of the audience, and there are significant differences with the different media forms. Among them, newspapers, magazines, radio, television, the Internet and other individual media forms have no significant impact on the capital accumulation of the audience, only a certain aspect of the social capital composition, the usage of television and internet media even has a negative impact on social trust and reciprocity. From the media effects perspective, the influence of audience's media usage on their social capital depends on the mediation effect of class identity constructed by the media.
social capital / media effects / class identity / mediation effect
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Online communities depend upon the commitment and voluntary participation of their members. Community design — site navigation, community structure and features, and organizational policies — is critical in this regard. Community design affects how people can interact, the information they receive about one another and the community, and how they can participate in community activities. We argue that the constraints and opportunities inherent in online community design influence how people become attached to the community and whether they are willing to expend effort on its behalf. We examine two theories of group attachment and link these theories with design decisions for online communities. Common identity theory makes predictions about the causes and consequences of people's attachment to the group as a whole. Common bond theory makes predictions about the causes and consequences of people's attachment to individual group members. We review causes of common identity and common bond, and show how they result in different kinds of attachment and group outcomes. We then show how design decisions, such as those focused on recruiting newcomers versus retaining existing members, constraining or promoting off-topic discussion, and limiting group size or allowing uncontrolled growth, can lead to common identity or interpersonal bonds among community members, and consequently to different levels and forms of community participation by those so motivated.
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How does the Internet affect social capital? Do the communication possibilities of the Internet increase, decrease, or supplement interpersonal contact, participation, and community commitment? This evidence comes from a 1998 survey of 39,211 visitors to the National Geographic Society Web site, one of the first large-scale Web surveys. The authors find that people's interaction online supplements their face-to-face and telephone communication without increasing or decreasing it. However, heavy Internet use is associated with increased participation in voluntary organizations and politics. Further support for this effect is the positive association between offline and online participation in voluntary organizations and politics. However, the effects of the Internet are not only positive: The heaviest users of the Internet are the least committed to online community. Taken together, this evidence suggests that the Internet is becoming normalized as it is incorporated into the routine practices of everyday life.
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