媒介传播中信息表征形式对受众社会化影响研究
Research on the Effect of Information Representation Styles on Socialization of Audience in Media Communication

摘要 本文在前人研究的基础上以媒介传播中信息的动作性、映像性和符号性表征为自变量，受众社会化为因变量，构建理论模型，并通过问卷调查法获取数据资料，使用结构方程模型对该理论模型进行实证分析，得出以下结论：（1）三个表征均对受众社会化产出显著正向影响；（2）动作性和映像性表征均通过自我调节和精细处理可能性对社会化产生影响，而符号性表征只通过精细处理可能性对社会化产生作用；（3）影响力大小分别为动作性、映像性和符号性表征。最后根据该研究结论提出了相关的管理策略。
Based on the previous research, the article builds a theoretical model with action representation, image representation and sign representation as independent variables, socialization of audience as dependent variable, and self-regulation and elaboration likelihood as mediators, then collects data through questionnaire investigation and analyzes how the information representation style in the process of media communication has an influence on socialization of audience using structural equation model, and comes to conclusion that the three information representation styles all have an significantly positive effect on socialization, both action representation and image representation influence socialization through both self-regulation and elaboration likelihood, and sign representation influences socialization only through elaboration likelihood, and they are respectively action representation, image representation and sign representation in decreasing order of effect, and finally gives some suggestions based on the research conclusion