霍夫斯泰德文化维度视域下媒介信任归因的差异探析:基于对欧洲24国资料的考察

倪天昌, 朱润萍, 黄煜, 陈致烽

国际新闻界 ›› 2022, Vol. 44 ›› Issue (6) : 27-49.

PDF(1668 KB)
PDF(1668 KB)
国际新闻界 ›› 2022, Vol. 44 ›› Issue (6) : 27-49.
本期话题/国际传播研究

霍夫斯泰德文化维度视域下媒介信任归因的差异探析:基于对欧洲24国资料的考察

作者信息 +

An analysis of the national differences in the cultural attribution of media trust: A study of 24 European countries based on Hofstede’s cultural dimension

Author information +
文章历史 +

摘要

媒介信任的影响因素是国内外学者长期关注的话题,但对于文化作为其影响因素的研究付之阙如。拟丰富该研究领域,本文以欧洲的24个国家为研究对象,基于霍夫斯泰德文化维度的研究框架,采用了定性比较分析(QCA)这一研究方法,探究文化因素对一国社会媒介信任的影响,并深入探寻何种文化维度或何种文化维度组合能够与一国媒介信任高低产生因果关联。研究结果显示,“个人主义”能够独立促成社会高媒介信任,但没有某一文化维度能独立促成低媒介信任。研究得到了引致高媒介信任的三个组合方案和引致低媒介信任的四个组合方案,拓宽了媒介信任的研究视角,为现有研究提供了新的实证结果。

Abstract

The factors that impact media trust are a long-standing topic of scholarly interest both domestically and overseas, but there is a dearth of research on culture as an influencing factor. To fill the research gap, this paper, based on Hofstede’s cultural dimension framework, adopts qualitative comparative analysis (QCA) to explore which cultural dimension or a combination of cultural dimensions might have a causal relationship with media trust in a country. The results show that “individualism” as a cultural dimension can independently promote high media trust, but no single cultural dimension can independently promote low media trust. Another finding of this study is that a combination of three cultural dimensions has a correlation with high media trust and four cultural dimensional combination schemes with low media trust. The results provide new empirical data and expand the perspective in media trust research.

关键词

媒介信任 / 霍夫斯泰德文化维度 / 定性比较分析 / 欧洲

Key words

media trust / Hofstede’s cultural dimension framework / qualitative comparative analysis / Europe

引用本文

导出引用
倪天昌, 朱润萍, 黄煜, . 霍夫斯泰德文化维度视域下媒介信任归因的差异探析:基于对欧洲24国资料的考察[J]. 国际新闻界. 2022, 44(6): 27-49
NI Tianchang, ZHU Runping, HUANG Yu, et al. An analysis of the national differences in the cultural attribution of media trust: A study of 24 European countries based on Hofstede’s cultural dimension[J]. Chinese Journal of Journalism & Communication. 2022, 44(6): 27-49

参考文献

[1]
爱德华·霍尔(1976/2010). 《超越文化》(何道宽译). 北京: 北京大学出版社.
[2]
伯努瓦·里豪克斯, 查尔斯·C·拉金(2009/2019). 《QCA设计原理与应用——超越定性与定量研究的新方法》(杜运周,李永发等译). 北京: 机械工业出版社.
[3]
陈涛, 巩阅瑄, 李丁(2019). 中国家庭文化价值观与影子教育选择——基于霍夫斯泰德文化维度的分析视角. 《北京大学教育评论》,(3),164-186+192.
[4]
杜运周, 贾良定(2017). 组态视角与定性比较分析(QCA):管理学研究的一条新道路. 《管理世界》,(16),155-167.
[5]
郭志刚(2004). 分析单位、分层结构、分层模型.载北京大学社会学系(编),《北京大学社会学系学刊:第一辑》(第90-108页). 北京: 北京大学出版社.
[6]
韩炳哲(2013/2019). 《在群中:数字媒体时代的大众心理学》(程巍译). 北京: 中信出版集团.
[7]
克劳斯·布鲁恩·延森(2010/2012). 《媒介融合:网络传播、大众传播和人际传播的三重维度》(刘君译). 上海: 复旦大学出版社.
[8]
李金铨(2019). 《传播纵横:历史脉络与全球视野》. 北京: 社会科学文献出版社.
[9]
刘沫潇, 本杰明·托夫(2021). 冷漠:新闻信任不可忽视的重要挑战. 《青年记者》,(19),93-94.
[10]
孙瑾, 郑雨, 陈静(2020). 感知在线评论可信度对消费者信任的影响研究——不确定性规避的调节作用. 《管理评论》,(4),146-159.
[11]
郑雯, 黄荣贵(2016). “媒介逻辑”如何影响中国的抗争?——基于40个拆迁案例的模糊集定性比较分析. 《国际新闻界》,(4),47-66.
[12]
Alshare, K., Moqbel, M., & Algarni, M. (2019). The impact of trust, security, and privacy on individual's use of the internet for online shopping and social media: A multi-cultural study. Internal Journal of Mobile Communications, 17(5), 513-536.
[13]
Bhawuk, D. P. S., & Brislin, R. (1992). The measurement of intercultural sensitivity using the concepts of individualism and collectivism. International Journal of Intercultural Relations, 16(4), 413-436.
[14]
Chien, S.-Y., Sycara, K., Liu, J.-S., & Kumru, A. (2016). Relation between trust attitudes toward automation, Hofstede’s cultural dimensions, and big five personality traits. Proceedings of the Human Factors and Ergonomics Society Annual Meeting, 60(1), 841-845.
[15]
Coleman, S. (2012). Believing the news: From sinking trust to atrophied efficacy. European journal of communication (London), 27(1), 35-45.
[16]
Culver, K. B., & Lee, B. (2019). Perceived ethical performance of news media: Regaining public trust and encouraging news participation. Journal of Media Ethics, 34(2), 87-101.
[17]
Cyr, D., Gefen, D., & Walczuch, R. (2017). Exploring the relative impact of biological sex and masculinity-femininity values on information technology use. Behaviour & Information Technology, 36(2), 178-193.
[18]
Dinesen, P. T. (2012a). Parental transmission of trust or perceptions of institutional fairness: Generalized trust of non-western immigrants in a high-trust society. Comparative Politics, 44(3), 273-289.
[19]
Dinesen, P. T. (2012b). Does generalized (dis)trust travel? Examining the impact of cultural heritage and destination-country environment on trust of immigrants. Political Psychology, 33(4), 495-511.
[20]
Dinesen, P. T. (2013). Where you come from or where you live? Examining the cultural and institutional explanation of generalized trust using migration as a natural experiment. European Sociological Review, 29(1), 114-128.
[21]
Doney, P. M., Cannon, J. P., & Mullen, M. R. (1998). Understanding the influence of national culture on the development of trust. The Academy of Management review, 23(3), 601-620.
[22]
Eringa, K., Caudron, L. N., Rieck, K., Xie, F., & Gerhardt, T. (2015). How relevant are Hofstede's dimensions for inter-cultural studies? A replication of Hofstede’s research among current international business students. Research in Hospitality Management, 5(2), 187-198.
[23]
Fawzi, N. (2019). Untrustworthy news and the media as “enemy of the people?” how a populist worldview shapes recipients’ attitudes toward the media. The International Journal of Press/Politics, 24(2), 146-164.
A common feature among populist parties and movements is their negative perspective on the media’s role in society. This paper analyzes whether citizens with a populist worldview also hold negative attitudes toward the media. From a theoretical point of view, the paper shows that both the anti-elite, anti-outgroup and people centrism dimension of populism contradicts the normative expectations toward the media. For instance, the assumption of a homogeneous people and the exclusion of a societal outgroup is incompatible with a pluralistic media coverage. The results of a representative survey in Germany predominantly confirmed a relation between a populist worldview and negative media attitudes. However, the three populism dimensions influenced the evaluations not in a consistent way. A systematic relation could only be found for antielite populism, which is negatively associated with all analyzed media evaluations such as media trust or satisfaction with the media’s performance. This indicates that in a populist worldview, the media are perceived as part of a detached elite that neglects the citizens’ interests. However, the results confirm the assumption of a natural ally between populism and tabloid or commercial media. Individuals with people centrist and anti-outgroup attitudes have higher trust in these media outlets.
[24]
Fisher, C. (2016). The trouble with ‘trust’ in news media. Communication research and practice, 2(4), 451-465.
[25]
Fletcher, R., & Park, S. (2017). The impact of trust in the news media on online news consumption and participation. Digital journalism, 5(10), 1281-1299.
[26]
Gao, Q., Tian, Y., & Tu, M. (2015). Exploring factors influencing Chinese user’s perceived credibility of health and safety information on Weibo. Computers in Human Behavior, 45, 21-31.
[27]
Garcia-Ponce, O., & Pasquale, B. (2015). How political repression shapes attitudes toward the state: Evidence from Zimbabwe. Retrieved from http://omargarciaponce.com/wp-content/uploads/2013/07/GarciaPonce_and_Pasquale_2014.pdf.
[28]
Gefen, D., & Heart, T. H. (2006). On the need to include national culture as a central issue in E-commerce trust beliefs. Journal of global information management, 14(4), 1-30.
[29]
Giddens, A. (1990). The consequences of modernity. Cambridge, UK: Polity Press.
[30]
Hallikainen, H., & Laukkanen, T. (2018). National culture and consumer trust in e-commerce. International Journal of Information Management, 38(1), 97-106.
[31]
Hofstede (n.d.). The 6-D model of national culture. Retrieved from https://geerthofstede.com/culture-geert-hofstede-gert-jan-hofstede/6d-model-of-national-culture/.
[32]
Holbert, R. L. (2005). Back to basics: Revisiting, resolving, and expanding some of the fundamental issues of political communication research. Political communication, 22(4), 511-514.
[33]
Imeraj, A.(2018). The globalization and commercialization of fake news. Retrieved from https://www.diplomatic-council.org/node/377.
[34]
Inglehart, R. (1988). The Renaissance of political culture. American Political Science Review, 82(4), 1203-1230.
The publics of different societies are characterized by durable cultural orientations that have major political and economic consequences. Throughout the period from 1973 to 1987, given nationalities consistently showed relative high or low levels of a “civic culture”—a coherent syndrome of personal life satisfaction, political satisfaction, interpersonal trust and support for the existing social order. Those societies that rank high on this syndrome are much likelier to be stable democracies than those that rank low. Economic development and cultural change are linked in a complex pattern of reciprocal influence. Originally, Protestantism may have facilitated the rise of capitalism, leading to economic development, which in turn favored the emergence of the civic culture. But in those countries that attained high levels of prosperity, there eventually emerged postmaterialist values that tended to neutralize the emphasis on economic accumulation that earlier characterized Protestant societies.
[35]
Kale, S. H., & Barnes, J. W. (1992). Understanding the domain of cross-national buyer-seller interactions. Journal of international business studies, 23(1), 101-132.
[36]
Kim, N., Konieczna, M., Yoon, H. Y., & Friedland, L. A. (2016). Sustainability factors of emergent civic news websites: A qualitative comparative analysis approach. Journalism & Mass Communication Quarterly, 93(4), 750-769.
[37]
Kiousis, S. (2001). Public trust or mistrust? Perceptions of media credibility in the information age. Mass Communication & Society, 4(4), 381-403.
[38]
Lee, A.-R., & Glasure, Y. U. (2002). Political cynicism in South Korea: Economics or values? Asian affairs: An American review, 29(1), 43-58.
[39]
Li, R., & Suh, A. (2015). Factors influencing information credibility on social media platforms: Evidence from Facebook pages. Procedia computer science, 72, 314-328.
[40]
Liu, T., & Bates, B. J. (2009). What's behind public trust in news media: A comparative study of America and China. Chinese Journal of Communication, 2(3), 307-329.
[41]
Lühiste, K. (2006). Explaining trust in political institutions: Some illustrations from the Baltic states. Communist and Post-Communist Studies, 39(4), 475-496.
An important precondition of successful democratic consolidation is voters’ confidence that political institutions do not abuse their privileged position of power. Seeking to identify variables that explain trust in political institutions, the paper tests different theories of institutional trust with individual-level survey data from Estonia, Latvia and Lithuania. Building on prior research, two competitive theories—the cultural and performance explanation—are identified and tested, while also controlling for the effects of party preference, ethnicity, and socio-demographic factors. The results show that both cultural and performance variables influence citizens’ trust in political institutions. In other words, institutional trust depends on how much the individual trusts other people as well as on how well they believe the economic and the political system to function. Besides cultural and performance variables, most control variables also proved to be significantly associated with institutional trust, confirming the need to include correct control variables in models of institutional trust.
[42]
McAllister, D., J. (1995). Affect- and cognition-based trust as foundations for interpersonal cooperation in organizations. Academy of Management journal, 38(1), 24-59.
[43]
Meng, J., Yan, J., & Xue, B. (2018). Exploring relationships between national culture and infrastructure sustainability using QCA. Journal of Construction Engineering and Management, 144(9): 04018082.
[44]
Mishler, W., & Rose, R. (2001). What are the origins of political trust?: Testing institutional and cultural theories in post-communist societies. Comparative Political Studies, 34(1), 30-62.
Popular trust in political institutions is vital to democracy, but in post-Communist countries, popular distrust for institutions is widespread, and prospects for generating increased political trust are uncertain given disagreements over its origins. Cultural theories emphasizing exogenous determinants of trust compete with institutional theories emphasizing endogenous influences, and both can be further differentiated into micro and macro variants. Competing hypotheses drawn from these theories are tested using data from 10 post-Communist countries in Eastern and Central Europe and the former Soviet Union. Aggregate data on economic and political performance are combined with survey data on interpersonal and political trust, political socialization experiences, and individual evaluations of national performance. Results strongly support the superiority of institutional explanations of the origins of political trust, especially micro-level explanations, while providing little support for either micro-cultural or macro-cultural explanations. This encourages cautious optimism about the potential for nurturing popular trust in new democratic institutions.
[45]
Moreno-Almeida, C., & Banaji, S. (2019). Digital use and mistrust in the aftermath of the Arab Spring: beyond narratives of liberation and disillusionment. Media Culture & Society, 41(8), 1125-1141.
[46]
Pappas, I. O., Papavlasopoulou, S., Mikalef, P., & Giannakos, M. N. (2020). Identifying the combinations of motivations and emotions for creating satisfied users in SNSs: An fsQCA approach. International Journal of Information Management, 53, 102-128.
[47]
Park, S., Fisher, C., Flew, T., & Dulleck, U. (2020). Global mistrust in news: The impact of social media on trust. International journal on media management, 22(2), 83-96.
[48]
Peifer, J. T. (2018). Liking the (funny) messenger: the influence of news parody exposure, mirth, and predispositions on media trust. Media psychology, 21(4), 529-557.
[49]
Pjesivac, I. (2017). The effects of culture and performance on trust in news media in post-communist Eastern Europe: The case of Serbia. Journalism & Mass Communication Quarterly, 94(4), 1191-1214.
[50]
Oxford University’s Reuters Institute (2021). Digital News Report 2021. Retrieved from https://reutersinstitute.politics.ox.ac.uk/digital-news-report/2021
[51]
Robbins, B. G. (2016). What is trust? A multidisciplinary review, critique, and synthesis. Sociology Compass, 10(10), 972-986.
[52]
Schneider, C. Q., & Wagemann, C. (2010). Standards of good practice in qualitative comparative analysis (QCA) and fuzzy-sets. Comparative sociology, 9(3), 397-418.
As a relatively new methodological tool, QCA is still a work in progress. Standards of good practice are needed in order to enhance the quality of its applications. We present a list from A to Z of twenty-six proposals regarding what a “good” QCA-based research entails, both with regard to QCA as a research approach and as an analytical technique. Our suggestions are subdivided into three categories: criteria referring to the research stages before, during, and after the analytical moment of data analysis. This listing can be read as a guideline for authors, reviewers, and readers of QCA.
[53]
Strömbäck, J., Tsfati, Y., Boomgaarden, H., Damstra, A., Lindgren, E., Vliegenthart, R., & Lindholm, T. (2020). News media trust and its impact on media use: Toward a framework for future research. Annals of the International Communication Association, 44(2), 139-156.
[54]
Thanetsunthorn, N., & Wuthisatian, R. (2019). Understanding trust across cultures: An empirical investigation. Review of International Business and Strategy, 29(4), 286-314.
In today’s business world, trust is an essential ingredient for business success, as it serves as a foundation for enhancing a network of positive relationships among businesses, clients, employees and stakeholders. This study aims to shed light on a deeper and more substantial understanding of trust by examining the casual association between national culture and trust.
[55]
Tsfati, Y., & Cappella, J. N. (2003). Do people watch what they do not trust?: Exploring the association between news media scepticism and exposure. Communication research, 30(5), 504-529.
This article explores a possible association between skepticism toward the media and audience exposure patterns. Hypotheses predicting a relationship between media skepticism and news media consumption are tested on four large sample data sets. Findings show that media skepticism is negatively associated with mainstream news exposure but positively associated with nonmainstream news exposure.
[56]
Tsfati, Y., & Ariely, G. (2014). Individual and contextual correlates of trust in media across 44 countries. Communication research, 41(6), 760-782.
Media research demonstrates that audience trust in the news media is a highly consequential factor, shaping audience selection of and response to media, and potentially impacting citizens’ perceptions of the political system at large. Still, our knowledge about the correlates of trust in media is limited. Only a few studies have utilized a correlational design to explore the associations between trust in media and other factors, and almost all of these studies originate in the U.S. context. The current investigation utilizes data from 44 diverse countries ( n = 57,847), collected as part of the World Values Survey, to broaden our understanding of trust in media. The aim is two-fold—to learn about individual-level correlates across contexts and to demonstrate that macro-level factors play a part in shaping such trust. Our findings indicate that levels of political interest, interpersonal trust, and exposure to television news and newspapers are positively correlated with trust in media, while education and exposure to news on the Internet are negatively associated. On the macro level, postmaterialism emerged as a consistent predictor of trust in media. State ownership of the media industry did not have a main effect on trust in media after controlling for other factors. However, an interaction was found between state ownership and level of democracy: state ownership of television is positively associated with media trust in democratic societies and negatively associated with trust in media in nondemocratic societies.
[57]
United Nations Development Programme (2021). Latest Human Development Index Ranking. Revived from https://hdr.undp.org/en/content/latest-human-development-index-ranking.
[58]
Uslaner, E., M. (2008). Where you stand depends upon where your grandparents sat: The inheritability of generalized trust. Public Opinion Quarterly, 72(4), 725-740.
[59]
Vaisey, S. (2009). Motivation and justification: A dual-process model of culture in action. The American journal of sociology, 114(6), 1675-1715.
[60]
van Hoorn, A. (2015). Individualist-collectivist culture and trust radius: A multilevel approach. Journal of Cross-Cultural Psychology, 46(2), 269-276.
We apply a multilevel approach to examine empirically the nexus between individualist and collectivist culture on the one hand and people’s radius of trust on the other. People’s trust level (i.e., the intensity with which people trust other people) has been extensively studied. Increasingly, however, researchers are seeing a need to move beyond trust level and study trust radius (i.e., the width of the circle of people among whom a certain trust level exists) as the second quintessential component of trust. Results for up to 44,845 individuals from 36 countries show, first, that we can validly apply multilevel modeling to the study of trust radius. Second, consistent with prior theoretical expectations, individualism is associated with a broader trust radius, whereas collectivism is associated with a narrower trust radius. Considering the strength of the associations found, trust radius might be best understood as an inherent part of the individualism–collectivism cultural syndrome. The key contribution of this note is to reveal how exactly individualism–collectivism relates to trust, specifically its radius. In addition, the note demonstrates the feasibility of a multilevel approach to studying trust radius with much potential for follow-up research on this most vital trust construct.
[61]
Vanacker, B., & Belmas, G. (2009). Trust and the economics of news. Journal of Mass Media Ethics, 24(2-3), 110-126.
[62]
Volchenko, O., & Shirokanova, A. (2017). Generalized trust and media consumption in democratic and nondemocratic societies. Retrieved from https://ideas.repec.org/p/hig/wpaper/76-soc-2017.html
[63]
Wasserman, H., & Madrid-Morales, D. (2019). An exploratory study of "fake news" and media trust in Kenya, Nigeria and South Africa. African journalism studies, 40(1), 107-123.
In recent years, concerns about the perceived increase in the amount of "fake news" have become prevalent in discussions about media and politics, particularly in the United States and Europe. However, debates around "fake news", even if some object to the use of the term due to it being loosely defined, appear to speak of processes that occur not only in the Global North but also elsewhere. In Africa, mis- and disinformation campaigns have been used to influence political agendas, and governments have responded with countermeasures. This article explores the phenomenon in Kenya, Nigeria and South Africa using data from a two-wave online survey (N = 1847). We find that perceived exposure to disinformation is high, and that trust in social and national media is low. We also identify a significant relationship between higher levels of perceived exposure to disinformation and lower levels of media trust in South Africa. The limitations of this study, which focuses on a subset of the population that is highly educated, the implications of our findings, and recommendations for future research are discussed.
[64]
Yamamoto, M., Lee, T.-T., & Ran, W. (2016). Media trust in a community context: A multilevel analysis of individual- and prefecture-level sources of media trust in Japan. Communication research, 43(1), 131-154.
Prior research has examined various correlates of media trust including media consumers’ political stands and media use, objectivity in news reports, and perceived biases stemming from journalists’ political leanings. The goal of this study is to examine community contextual sources of media trust. Data from the Japanese General Social Surveys indicate that prefecture-level structural pluralism and political heterogeneity are negatively associated with measures of media trust, independent of personal characteristics of respondents. Implications are discussed in terms of the production of media messages.
[65]
Yoo, B., Donthu, N., & Lenartowicz, T. (2011). Measuring Hofstede's five dimensions of cultural values at the individual level: Development and validation of CVSCALE. Journal of International Consumer Marketing, 23(3-4), 193-210.
[66]
Zúñiga, H. G. d., Ardèvol-Abreu, A., Diehl, T., Patiño, M. G., & Liu, J. H. (2019). Trust in institutional actors across 22 countries. Examining political, science, and media trust around the world. Revista Latina de Comunicación Social, (74), 237-262.

注释 [Notes]

1. 周宪、许钧为《文化和传播译丛》做的总序。

2. 最初,霍夫斯泰德文化维度理论只包含四个维度;随后,Hofstede等人加入了“长期/短期取向”;2010年,Hofstede与Michael Minkov又提出了一个“自身放纵与约束”。由是,霍夫斯泰德文化维度理论便有了“四维说”“五维说”“六维说”之分,本研究根据研究实际需要,选取的是“五维说”。

3. 数据来自 https://geerthofstede.com/research-and-vsm/dimension-data-matrix/

4. 梅耶尔对三种因素进行了进一步解释:能力是指受信方可能在某些领域具备某种能力且在与该领域相关的任务上给予施信方以信任;仁爱意味着受信方对施信方有某种特定的依附;正直即受信方能够遵守一套施信方认为可以接受的原则。

基金

中国传媒大学中央高校基本科研业务费专项资金资助项目(CUC210D005)
国家社科基金重大项目(19ZDA327)

PDF(1668 KB)

Accesses

Citation

Detail

段落导航
相关文章

/