网络时代的美国电视剧与中国受众价值观变化的关系考察.pdfVIP

摘 要 2006 年开始的美剧风潮，以网络传播和资源免费为主要特征，受众大体集 中于大学生和城市白领等年龄偏轻的级层。美剧被认为是美国主流价值观在电 视媒体上的再现，这一文化价值模式与传统的中国价值观存在着明显差异。观 看美剧是否会带来受众原有价值观模式的转变是本研究主要讨论的议题。特别 是当网络成为承载其传通的主要渠道；对其辐射范围的扩大具有明显的催化作 用时。这种将外来文化内嵌于其中的商品会对中国观众产生怎样的刺激效应， 是研究亟待回答的问题。 本研究以所罗门四组实验为框架，以价值观测量为主要手段，以数据的定 量分析为基本方法。再对四组样本进行了价值观前后测量和数据分析后，研究 发现：收看美剧会对样本的价值观产生影响，受众的价值观易向西方价值模式 迁移。 此外研究还发现，样本价值观模式的转变在个人主义集体主义维度内最 为明显；在权利距离维度内次之；在长期目标短期目标维度内，样本的价值 观几乎没有转变。一些人口统计学因素也会影响个体的价值观转变，例如男性 比女性更容易产生价值观模式的转移；但年龄差异和受教育程度的差异并没有 对个体的价值观转变产生太大的影响。 关键词：美剧，互联网，价值观，迁移 Abstract The prevalence of American soap operas, first started in 2006, has two significant traits: one is the on-line based transitional format; the other is the free and unlimited accesses. The majority of soap-opera audiences are college students and white-collars, who consist most of the younger layers in Chinese age hierarchy. Since the American soap operas are considered as the reflection of American mainstream value systems in television and such values vary greatly from the dominant Chinese ones. Thus, the study concerned about whether consuming American soap operas may deviate an individual from his original value systems. Moreover, Internet now bears the major transition of the operas and it catalysts the influence of them in an apparent way; therefore, the study dues to find out an answer to the question: how could American soap operas, which are embedded in American culture patterns, affect audiences’ values under such circumstances. The research adopts Solomon Four-Group Design as the frame; takes value measurement as the main method and undertakes quantitative data analysis as the fundamental procedure. The study consequently verifies that people’s value systems shift to American patterns after their consuming of the oper