传播媒介形式和诉求对大学生中国传统服饰文化认同影响的实验研究

发布时间：2018-07-05 03:14

本文选题：媒介形式 + 内容诉求　；参考：《北京服装学院》2017年硕士论文

【摘要】：基于大学生认知的特点,采用林荫(2015)修正的大学生中国传统服饰文化认同量表,借鉴广告学和传播学领域的相关研究,首次尝试将媒介的概念运用到文化认同的研究中,通过控制传播媒介的内容诉求和媒介形式,探讨传播媒介的形式和内容诉求与大学生中国传统服饰文化认同之间的关系,之后提出了研究假设并构建了相应的理论模型,采用2*2实验法进行实验验证,得到如下结论:(1)大学生对中国传统服饰文化认同的三个维度中,认知自豪维度得分最高,其次是个性情感维度,行为意向维度最低。大学生中国传统服饰文化认同度在性别方面存在显著性差异,且女大学生文化认同量表总分高于男大学生。(2)在传播媒介形式不变的条件下,媒介的内容诉求对大学生中国传统服饰文化认同的影响受媒介形式控制。当媒介形式固定为图片时,媒介内容诉求对大学生中国传统服饰文化认同没有显著性影响;当媒介形式固定为图片+文字时,媒介内容诉求对大学生中国传统服饰文化认同具有显著性影响,且理性诉求明显高于感性诉求。同时媒介内容诉求对大学生中国传统服饰文化认同的个性情感维度和行为意向维度均具有显著性影响,理性图片+文字在这两因子上的得分高于感性图片+文字。(3)在传播媒介内容诉求不变的条件下,传播媒介的不同形式对大学生中国传统服饰文化认同具有显著性影响。图片+文字的形式对认同度的影响明显优于图片形式。且媒介形式对大学生中国传统服饰文化认同量表的个性情感因子和行为意向因子均具有显著性影响,感性图片+文字在这两个因子上的得分高于感性图片。在大学生中国传统服饰文化传播效果上:理性图片+文字感性图片+文字理性图片感性图片;在大学生中国传统服饰文化认同上:认知自豪个性情感行为意向。
[Abstract]:Based on the characteristics of college students' cognition, this paper uses the "tree shade" (2015) revised scale for college students' Chinese traditional dress culture identity, draws lessons from the relevant research in the field of advertising and communication, and attempts to apply the concept of media to the study of cultural identity for the first time. By controlling the content appeal and the media form of the media, this paper discusses the relationship between the media form and the content demand and the Chinese traditional dress culture identity of college students, and then puts forward the research hypothesis and constructs the corresponding theoretical model. The results are as follows: (1) among the three dimensions of college students' identification with Chinese traditional dress culture, the scores of cognitive pride dimension are the highest, followed by personality emotion dimension and behavior intention dimension. There are significant differences in the degree of Chinese traditional dress cultural identity of college students in terms of gender, and the total score of female college students' cultural identity scale is higher than that of male students. (2) under the condition that the media form remains unchanged, The influence of the media content on the Chinese traditional dress culture identity of college students is controlled by the media form. When the media form is fixed as a picture, the media content demand has no significant influence on the Chinese traditional dress culture identity of college students, and when the media form is fixed as the picture text, The media content appeal has significant influence on the Chinese traditional dress culture identity of college students, and the rational appeal is obviously higher than the perceptual demand. At the same time, the media content demands have significant influence on the personality emotional dimension and behavioral intention dimension of college students' Chinese traditional dress culture identity. The scores of rational pictorial characters on these two factors are higher than those of perceptual pictorial characters. (3) under the condition of constant media content, the different forms of media have a significant impact on college students' traditional Chinese dress culture identity. The influence of the form of picture text on the degree of identity is obviously superior to that of the form of picture. And the media form has significant influence on the personality emotion factor and behavior intention factor of the Chinese traditional dress culture identity scale of college students. The perceptual picture characters score on these two factors is higher than that on the perceptual picture. On the communication effect of college students' traditional Chinese dress culture: rational pictures, characters, words, pictures, and emotional behaviors of cognitive pride.
【学位授予单位】：北京服装学院
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：TS941.12

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