摘要
新传播形态下,移动互联网与智能技术变迁带动社会发展。在此背景下,国家大力推动县级融媒体改革,但目前缺少对于地级市、县级及以下地区受众的一手实证研究。本文基于全国性受众抽样问卷调查数据,以地域比较的视野,从媒介使用、网络行为、新闻消费、本地认同感与生活满意度五个维度,描绘中国地县级受众的媒介使用与新闻消费面貌及其影响。研究发现,尽管地县级受众的网络普及仍有较大空间,但已日渐呈现出“移动互联网”生态特征;依赖“移动”、关注“视频”与“直播”成为地级市和县级及以下地区网民行为的重要特征;县级及以下地区受众的本地认同感最高(与直辖市/省会城市持平),地级市受众的本地认同感、生活满意度均最低,呈现“腰部沉降”现象;本地新闻是地方治理的重要部分,对提升地县市受众的本地认同至关重要,网络生活服务亦是提升生活满意度的重要因素。本文认为,面对潜力无限、兼具挑战的地级市和县级及以下地区传播生态,媒体深度融合应当立足融入地方治理,通过建设“数字地县”,以及深耕本地新闻和服务两个路径,提升公众满意度,促进地方认同感。
In the time of media convergence,mobile Internet and artificial intelligent,China is promoting media convergence at the county-level with great efforts.However,there is a lack of first-hand empirical study on audience at the prefecture-level and county-level.Based on a nationwide questionnaire survey,this study focuses on the media use and news consumption of prefecture-level and county-level audience in China and their influences on the sense of local belonging and life satisfaction.It finds that audience at prefecture-level and county-level has gradually adopted“mobile Internet”to a notable extent,although Internet penetration rates in these areas are still lag behind.Using Internet heavily by“mobile”,and preferring to“video”and“streaming”have become noteworthy features of their online behaviors.The sense of local belonging at the county-level is the highest(with no significant difference comparing to those from municipalities/provincial capitals),while the sense of local belonging and life satisfaction at the prefecture-level are the lowest.Local news use is found to be crucial to sustain a sense of local belonging and thus becomes a significant part of local governance.Digital life services are also an essential source for life satisfaction.Based on these findings,we argue that deeper media convergence should be integrated into the process of local governance.At prefecture-level and county-level,the main task for media convergence is to increase sense of local belonging and life satisfaction through the development of digitalization,and strengthening the qualities of local news and services.
作者
周葆华
刘恩泽
Zhou Baohua;Liu Enze
出处
《中国新闻传播研究》
2022年第3期87-103,共17页
China Journalism and Communication Journal
基金
国家社科基金重大项目“智能时代重大舆情和突发事件舆论规律及治理研究”(编号20ZDA060)
复旦大学新闻学院部校共建上海新媒体实验中心项目的阶段性研究成果
关键词
媒介使用
新闻消费
县级融媒体
社会治理
media use
news consumption
county-level mediaconvergence
social governance
