互联网对传统媒介消费使用的影响:基于微观数据的实证研究

发布时间：2018-01-22 05:21

本文关键词： 互联网传统电视媒介微观实证分析　出处：《上海交通大学学报(哲学社会科学版)》2017年06期 　论文类型：期刊论文

【摘要】：文章使用2010年中国家庭追踪调查个人数据,从个人决策的微观角度实证检验新媒体的快速发展给电视等传统媒介带来的影响。实证结果显示,互联网的发展与普及对传统电视媒介在个人时间分配决策中有替代效应,这一效应对16-30岁的青年群体尤其显著。在这一效应驱动下,传统电视媒介逐渐淡出人们的生活,新媒体替代传统媒介进行娱乐和信息收集。但新旧媒体使用的生命周期检验表明,该替代效应在中老年群体中不显著,传统电视依然保有家庭权威媒体地位。此外,本文采用多种测量方法、多个子样本、多种回归模型进行了稳健性检验,并得到了一致结论。互联网时代,传统电视媒介的转型是必要的,可以通过优化电视节目,发挥其"家庭权威媒体"比较优势,进而鼓励"互联网
[Abstract]:This paper uses the personal data of Chinese Household tracking Survey in 2010 to empirically test the impact of the rapid development of new media on traditional media such as television from the micro perspective of individual decision-making. The development and popularity of the Internet has a substitution effect on traditional television media in personal time allocation decisions, which is especially significant for the youth group aged 16-30 years. This effect is driven by this effect. Traditional TV media gradually fade out of people's lives, new media replace traditional media for entertainment and information collection, but the life cycle test of the new and old media use shows that the substitution effect is not significant in the middle-aged and elderly population. Traditional TV still retains the status of family authoritative media. In addition, this paper uses a variety of measurement methods, multiple sub-samples, a variety of regression models to test the robustness, and get a consistent conclusion. The Internet era. The transformation of traditional TV media is necessary. By optimizing TV programs, the comparative advantage of "family authoritative media" can be brought into play, and "Internet" can be encouraged.
【作者单位】：上海交通大学媒体与设计学院;伦敦政治经济学院;
【基金】：国家教育部人文社会科学研究青年基金资助项目(17YJCZH267) 浦江人才计划资助项目(16PJC060)
【分类号】：G206
【正文快照】： 2015年,我国互联网用户达到6.88亿,移动互联网用户也达到了6.2亿。随着半数中国人进入互联网时代,以互联网和移动互联网为代表的新媒体对大众的文娱习惯产生了诸多影响。截至2010年12月,我国网络视频用户的规模为2.84亿,年增长率高达18.1%。在规模庞大的网络视频用户群体中,87

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