传播研究方法论（研究生）.ppt

* * * 本研究的数据来自2009年5-8月在上海完成《上海市城市居民与媒体使用调查》。 测量：国家认同 测量：媒介使用 媒介使用：三组有关媒介使用的变量，均用5级量表测量，1表示极少，5表示经常。 一是受众对报纸新闻的阅读，分别由对本地新闻、国内新闻和国际新闻的阅读频率构成（信度系数为0.704）； 第二组变量是受众对电视新闻的收视行为，同样由对本地新闻、国内新闻、国际新闻的收视频率构成（信度系数为0.710）； 最后一组变量是受众对网络的使用行为，分别由浏览门户网站（如新浪、搜狐）、浏览传统媒介网站（如解放网、凤凰网）、阅读报纸网络版构成（信度系数为0.698）。 研究表明 媒介使用行为与公众对社会凝聚力的主观感知和国家认同的不同维度会在一定层面上发生互动，尤其在建构本地认同上具有重要的作用。 然而公众对社会凝聚力离心趋势的感知会对其民族主义认同和城市共同体的情感依附产生直接的负面影响； 国家认同作为社会凝聚力的动力机制和实践目标，与大众媒介着力建构的主流意识形态的向心力则有着积极的正向的预测关系。 Do Televised Debates Affect ImagePerception More Than Issue Knowledge?A Study of the First 1992Presidential Debate JIAN-HUAZHUJ.RONALD MILAVSKYRAHUL BISWASU n i v e r s i t y of C o n n e c t i c u t The seven variants of issue learning issue knowledge Issue opinion Issue congruency Issue discrimination audience’s issue salience candidate’s issue salience issue salience congruency The four variants of image formation image perception image congruency image discrimination image salience attitudinal effects of watching a debate such as affective response toward a candidate, candidate choice, intention to vote, interest in the campaign. Overall, four measures stood out as the most frequently used: image perception (by 24 studies), Issue discrimination(9), issue knowledge(8), image discrimination(6) Method The context of this study was the first 1992 presidential debate between George Bush, Bill Clinton, and Ross Perot, which took place on October 11,1992. The respondents were 185 undergraduate students enrolled in introductory courses in communication and public speaking at the University of Connecticut. Procedure The first session (pretest) was held between October 2 to 4 days before the debate. 53 students came to the posttest on October 11 (“experimental viewers.”) the remaining 132 students (65)had watched or listened to the debate , (67)had neither watched the debate nor been exposed to news a newspaper group(46)and a control group(21) Method we analyzed the experimental sample and the natural