摘要
发挥社交机器人这一社会行动者在灾难事件传播中与人类合力的正向作用,对灾难治理有着重要意义。然而,前提是需要明晰社交机器人对用户参与的影响路径及其与人类相比的相似性和差异性。本研究基于MASA范式和详尽可能性模型,以微博平台上2022年的灾难传播影响力排名前8的事件为例,比较了社交机器人和人类账户运用社交线索对用户参与的影响效果、各自社交脚本及其差异。研究发现,运用“行动支持”主题、“人类关怀-幸存者”“责任”和“动员”框架、账号身份为个人媒体和专业媒体、粉丝数在[1000,9999]区间或达到百万及以上、混合模态(图文或视频配文)、文本长度在140字以上且折叠的社交线索的社交机器人能够有效激发用户参与。基于与人类账号社交脚本的对比,本研究提出,社交机器人在灾难事件中有着与人类共同的以情呼唤“救助”、呼吁“三思而后行”、增强信息判断力和原创性、以再中心化促进“多主体共治”、引导用户“深阅读”五个优化设计的方向,代表了社交机器人与人类在未来灾难风险中“同舟共济”的可能性路径。这对于构建风险时代人机共生共荣的和谐关系,挖掘新型技术服务灾难治理的潜在价值而言具有重要的借鉴意义。
The design of social bots as social actors to play a positive role in disaster event communication in conjunction with humans has essential implications for disaster governance.However,the prerequisite is the need to clarify the path of sociai bots influence on user engagement and their similarities and differences compared to humans.Based on the MASA paradigm and Elaboration Likelihood Model(ELM),this study evaluates the impact of social cues on user engagement and script differences between social robots and human accounts using the top 8 influential catastrophic events on the Weibo platform in 2022.The results showed that social bots with the theme of"action support",frameworks of"human care-survivor","responsibility"and"mobilization",account identities of"personal media"and"professional media",the number of followers in the range of[1,000,9999]or a million or more,social cues in mixed mode(graphic or video),the text length of 140 characters or more,and folded social cues were able to motivate users engagement effectively.Based on the comparison with the social scripts of human accounts,this study proposes that in catastrophic events,social robots share five optimization design directions with human beings,namely,"appealing for help with emotion","advocating for thinking twice before acting","enhancing information judgment and originality","promoting multi-subjective governance with recentering",and"guiding users to deeper readin",which represents the possible paths of collaboration profoundly between social robots and humans in catastrophic risks.This is essential for developing a harmonious connection of human-machine symbiosis and co-prosperity in the era of risk and investigating the possible benefits of new technologies for facilitating catastrophe management.
作者
徐健
欧翔
邹禧乾
Xu Jian;Ou Xiang;Zou Xiqian(School of Marxism,Nanning Normal University;School of Journalism and Communication,Nanning Normal University;School of Journalism and Communication,Tsinghua University)
出处
《新闻界》
北大核心
2023年第12期36-51,65,共17页
Journalism and Mass Communication
基金
国家社会科学基金西部项目“西南边疆瑶族社交媒介使用与中华民族共同体意识的生成机理和铸牢路径研究”(22XXW004)
广西壮族自治区“八桂学者”建设工程专项项目。
关键词
社交机器人
灾难传播
用户参与
灾难治理
详尽可能性模型
social bots
disaster communication
user engagement
disaster governance
elaboration likelihood model
