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大学生对网络社交从众现象的内隐态度
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Abstract:
随着互联网技术的发展，网络社交已经成为大学生群体生活和学习中不可缺少的一部分，由于网络的匿名性等特征导致了网络社交平台的许多从众现象。本研究首先通过问卷法调查大学生群体对于一些网络社交平台从众现象的外显态度，其次通过外在情感性西蒙任务来探究大学生对这些网络社交平台从众现象的内隐态度，最后考察内隐态度和外显态度是否存在差异。结果表明：大学生对自身体验感较强的网络社交从众现象(网课热、直播学习、好友圈助力、学习打卡群和传媒舆论引导)往往会产生明显的态度偏向，且内隐态度和外显态度一致；对“水军”从众现象的消极外显态度与其内隐态度不一致，体现了大学生在网络社交平台中的有限理性；对存在两面性或者自身体验感较弱的从众现象持中立的内隐态度(拼多多提现、朋友圈刷屏和跟风黑粉)。可见，大学生对网络社交平台从众现象的内隐和外显态度部分存在差异。
With the development of Internet technology, network social communication has become an in-dispensable part of college students’ life and study. Due to the characteristics of network anonymity and so on, many conformity phenomena of network social platforms are caused. This study firstly investigated the explicit attitudes of college students towards conformity on some network social platforms through the questionnaire, then explored the implicit attitudes of college students towards conformity on these network social platforms through External Affective Simon Task, and finally investigated whether there were differences between implicit attitudes and explicit attitudes. The results showed that college students often produced obvious attitude bias to these network social conformity phenomena with a strong sense of personal experience (online class craze, live learning, support in Wechat moments, study punching group and media guidance) and the implicit attitudes and explicit attitudes were consistent; the negative explicit attitude towards the conformity of “water army” was inconsistent with its implicit attitude, which reflected the limited rationality of college students in the network social platform; college students had neutral implicit attitudes towards the phenomena of conformity with duality or weak sense of personal experience (Pinduoduo withdrawal, brush screen of Wechat moments and follow suit of blackened fans). It can be seen that there are differences between the implicit and explicit attitudes of college students towards the conformity on network social platforms.
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