虚拟技术的在场效应认知： 基于隐喻抽取法（ZMET）的研究
The Cognition of Presence Effect of Virtual Media: An Application of the Zaltman Metaphor Elicitation Technique

摘要 随着虚拟媒介技术的发展，随时在场正在成为人们的日常生活状态，并影响着人们 对于世界的感知。为研究受众对于虚拟技术在场效应的认知，本文首次采用半结构化访 谈结合隐喻抽取法进行分析，通过开放式编码、关联式编码、核心式编码三级编码， 抽取受访者关于在场认知的内心构念，并分析构念与构念之间的关系、抽取共同构念， 进而更加深入地去洞察受众的想法，描绘出受众对于“在场”主题的心智地图。研究发 现，受众关于在场的感知主要围绕身临其境和距离拉近两类效应，经由媒介技术、心理 需求、社会交往三个关联构念，集中于四个终至构念，即便利与否、有趣与否、意义/无 意义、真实/虚拟。研究将前两者归纳为正向因素，后两者归纳为复杂因素，并最终返回 到访谈的具体文本之中，以期对于人们的“在场”认知进行有效阐释。
With the development of virtual media technology, the status of permanent presence is becoming people’s daily lives, and affects people's perception of the outside world. In order to measure the respondent’s cognition of virtual presence, this paper adopts semi-structured interviews with Zaltman metaphor extraction technique, innovatively through three encoding procedures including open encoding, relational encoding and core encoding, to extract the constructs of the respondent’s inner cognition of presence, and to analyze constitutive relationship among the constructs and extract the shared constructs. Therefore, we can get deeper insights of the audience’s thoughts by mind mapping for the theme of presence. The result shows that the audience's cognition of the presence effect is focusing four destination constructs, including convenient or not, interesting or not, meaning / meaningless, real / virtual, which are interacted by three connectors, including media technology, needs and social contact. The study concludes that the former two are positive factors, the latter two are complicated factors, and returns the personal constructs to the specifc text of the interview to get effective interpretations