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拟社会互动是一种媒介人物取代现实交流对象的交往现象。近年来,微博的发展为受众与媒介人物之间的拟社会互动提供了新的途径。音乐节目主持人也在广播平台之外,纷纷开设微博粉丝专页与听众互动。本文基于人际关系理论(不确定性降低理论和社会渗透理论),以流行音乐电台听众为研究对象,分析节目主持人的社交魅力、声音魅力,听众的工具性动机、孤独感,以及主持人在微博粉丝专页上的自我表露数量、深度、效价等变量对拟社会互动的影响。此外,本文也探讨白天与夜间的收听情境是否影响上述变量的互动关系。本文采用网络问卷调查方法,以收听特定知名广播节目的群体为研究样本,有效问卷为303份(N=303)。结果显示,整体而言,主持人的社交魅力、声音魅力与听众的拟社会互动体验存在正向关联,听众的工具性动机与孤独感则没有显著影响。在主持人运用微博粉丝专页进行自我表露方面,深度最具影响力,而数量与拟社会互动存在负向关联,显示主持人自身信息的深度才是关键,过多和不足都有反效果。本文还对白天和夜间收听情境进行比较,发现白天收听情境与整体收听情境相同,但在夜间收听情境中,主持人自我表露的效价对拟社会互动具有明显的负面效应。本文着重探讨广播融合微博这一新形态的媒介使用对听众拟社会互动体验的影响,并分析此形态下的听众新面貌。
To be social interaction is a phenomenon of exchange of media people to replace the reality of the exchange of objects. In recent years, the development of Weibo has provided a new way for the social interaction between the audience and the media people. Music program hosts are also broadcast platforms, have set up microblogging fan page to interact with the audience. Based on the interpersonal relationship theory (theory of uncertainty reduction and social infiltration theory), this article takes the pop music radio audience as the research object, analyzes the host’s social charm, voice charm, instrumental motivation, loneliness, Weibo fan page self-disclosure of the number, depth, potency and other variables on the proposed social interaction. In addition, this article also explores whether the listening situation during the day and night affects the interaction of these variables. In this paper, we use the questionnaire survey method to collect the samples of well-known radio programs as the research sample. There are 303 valid questionnaires (N = 303). The results show that on the whole, there is a positive correlation between the host’s social charm, voice charm and audience’s intended social interaction experience, while the listener’s instrumental motivation and loneliness have no significant effect. In the host using microblogging fan page self-disclosure, the depth of the most influential, and the quantity and the social interaction there is a negative relationship, indicating that the depth of the host’s own message is the key, too much and have the opposite effect . The article also compares the daytime and nighttime listening situation, and finds that the daytime listening situation is the same as the overall listening situation. However, in the nighttime listening situation, the host self-disclosure titer has a significant negative effect on the proposed social interaction. This article focuses on the impact of the media usage of this new form of broadcasting fusion microblogging on the interactivity of audiences’ interactivity and analyzes the new appearance of listeners in this form.