网络直播受众价值观、观看动机和社会交往策略的关系研究

发布时间：2018-03-06 16:16

本文选题：价值观　切入点：观看网络直播动机　出处：《云南师范大学》2017年硕士论文　论文类型：学位论文

【摘要】：2016年,网络直播的热浪席卷而来,无疑是互联最火的网事件,也使得2016年成为网络直播元年。本研究在定性研究的基础上进行了定量的研究,将观看网络直播动机量化,便于测量;并探讨观看网络直播与否、卷入程度、观看内容对受众的价值观、社会交往策略的差异;最后,探讨了价值观、观看网络直播动机、社会交往策略的关系。为探讨价值观、观看网络直播动机以及社会交往策略三者之间的关系,本研究先进行观看网络直播动机问卷的编制,编制了由21个项目组成的,分为五个维度的观看网络直播动机问卷,然后选取已有的信效度较好的价值观量表,同时修订社会交往策略问卷并将三者组成最终的问卷。通过网络和高校共随机发放问卷774份,收回有效问卷710,有效回收率为91.7%。对搜集的数据运用SPSS18.0进行因素分析、描述统计法、独立样本t检验、方差分析、相关分析和多元回归分析,结果发现:(1)在是否观看网络直播上,专业和地域上差异不显著;在性别、年龄、家庭和职业上差异显著;年龄中只有18岁—22岁和23岁—26岁在是否观看直播的选择上差异显著;(3)观看网络直播与否在价值观12个一阶维度中的5个维度上差异显著,包括:冒险求成、诚实守信、自我中心、承认权威和超自然信奉;(4)不同卷入程度在价值观一阶维度冒险求成上差异显著;观看网络直播卷入程度在自我表达、学习融入、社交从众和总分上差异显著;不同观看内容在价值观一阶维度好奇求知上差异显著;观看网络直播不同内容在逃避现实、学习融入、社交从众上存在显著差异。(5)价值观与观看网络直播动机和积极交往策略正相关,与消极交往策略并不存在显著相关;观看网络直播动机与积极交往策略和消极交往策略都呈正相关;积极交往策略和消极交往策略不存在显著相关。(6)价值观三个维度只有社会价值取向能显著正向预测积极交往策略;社会价值取向和权威意志取向能显著正向预测观看网络直播动机;观看网络直播动机除逃避现实外维度外其余各维度都能显著正向预测积极交往策略。(7)观看网络直播动机在社会价值取向和积极交往策略间起部分中介作用;自我表达、学习融入和休闲娱乐在社会价值取向和积极交往策略间起部分中介作用;社交从众在社会价值取向和积极交往策略间不存在中介作用。根据结果提出了几点建议:首先,坚持正确舆论导向,不断提高舆论引导能力,同时,加强网络媒体管理;其次,高校应该提高大学生信息辨别能力,积极引导大学生树立正确的社交网络观;最后,个体应该加强社会交往能力和自我管理的能力。
[Abstract]:In 2016, the heat wave of live webcast rolled in, which was undoubtedly the most popular online event, and also made 2016 the first year of webcast. This study carried out quantitative research on the basis of qualitative research, quantifying the motive of watching webcast live broadcast. Easy to measure; and to explore whether to watch the webcast or not, the degree of involvement, watching content to the audience values, social communication strategy differences; finally, discussed the values, watching the webcast motivation, In order to explore the relationship among the values, the motivation of watching live broadcast on the Internet and the strategy of social communication, this study first compiled the questionnaire of the motivation of watching live broadcast on the Internet, which was composed of 21 items. The questionnaire was divided into five dimensions, and then selected the values scale with good reliability and validity. At the same time, the questionnaire of social communication strategy was revised and the three questionnaires were formed into the final questionnaire. A total of 774 questionnaires were randomly distributed through the network and colleges and universities, and 710 valid questionnaires were collected, and the effective recovery rate was 91.7. The collected data were analyzed by SPSS18.0, and the statistical method was described. Independent sample t-test, ANOVA, correlation analysis and multiple regression analysis showed that there were no significant differences in whether or not to watch webcast, there were significant differences in sex, age, family and occupation. Only 18-22 and 23-26 had significant differences in the choice of whether to watch the live broadcast.) there were significant differences in whether to watch webcast or not in 5 of the 12 first-order dimensions of values, including risk taking, honesty and trustworthiness. Egocentric, acknowledging authority and supernatural belief (4) the degree of involvement in the first dimension of values is significantly different in adventure, watching live broadcast of the network involved in self-expression, learning integration, social conformity and total score significant difference; Different viewing content has significant difference in the values of the first dimension of curiosity and knowledge; watching the webcast of different content in escapism, learning integration, There is significant difference in social conformity. 5) the values are positively correlated with the motivation of watching webcast and positive communication strategies, but not with negative communication strategies. The motivation of watching webcast is positively correlated with the positive communication strategy and the negative communication strategy; There is no significant correlation between positive communication strategy and negative communication strategy. Social value orientation and authority will orientation can significantly predict the motive of watching webcast. All the other dimensions except escape from reality can positively predict positive communication strategy.) watching webcast motivation plays a part of intermediary role between social value orientation and positive communication strategy, self-expression, self-expression, self-expression, self-expression, self-expression, self-expression, self-expression, self-expression, self-expression, self-expression, self-expression, self-expression, self-expression, and self-expression. Learning integration and leisure play a part of intermediary role between social value orientation and positive communication strategy, while social conformity does not play an intermediary role between social value orientation and positive communication strategy. Adhere to the correct guidance of public opinion, constantly improve the ability to guide public opinion, at the same time, strengthen the network media management; secondly, colleges and universities should improve the ability of information discrimination of college students, actively guide students to establish a correct view of social networks; finally, The individual should strengthen the ability of social communication and self-management.
【学位授予单位】：云南师范大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：B848

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