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随着互联网和新媒体技术在中国的崛起,网络另类媒体也纷纷出现并吸引大批受众,并融入网民日常生活之中。本研究试图超越已有文献中将“另类媒体”视作“激进媒体”或“小众媒体”的描述,以文化向度为主轴,探索在中国的特殊媒介语境下,影响受众浏览和使用网络另类媒体的关键因素。在已有文献的启发下,本文利用多层次回归分析,以生活方式、满足获取、媒介现状满意度以及社交媒体使用作为关键独立变量,分别预测“时事思想类”和“兴趣分享类”两类另类媒体的使用频久度。分析结果显示,生活方式、人口变量以及社交媒体使用对另类媒体使用的预测力较强。两类网络另类媒体的受众构成有重合也有差别。同时,研究结果说明中国网络另类媒体的受众构成与西方另类媒体的“激进受众”有明显差别。这些差别拓展了在互联网和社交媒体时代“另类媒体”的边界,即“另类媒体”作为兼具多元反思性的“批判性媒体”的可能性。
With the rise of the Internet and new media technologies in China, alternative media outlets have also emerged and attracted a large number of audiences, integrating them into the daily lives of Internet users. This study tries to go beyond the existing literature describing “alternative media ” as “radical media ” or “niche media ” description, the cultural orientation as the main axis, to explore the special media context in China , The key factors affecting audience browsing and using alternative media on the web. Inspired by the existing literature, this paper uses multi-level regression analysis to predict the relationship between “current thinking thoughts” and “interest sharing categories” based on life style, satisfaction with satisfaction, media present situation satisfaction and social media usage as key independent variables “Two types of alternative media use frequency. The analysis shows that lifestyles, demographics, and social media use more predictive power for alternative media use. The two types of Internet alternative media audience composition there is a coincidence there are differences. At the same time, the results show that there are significant differences between the audiences of alternative media in China’s internet and the ”radical audiences“ of alternative media in the West. These differences broaden the possibility of ”alternative media“ as a multi-reflective ”critical media" on the borders of the Internet and the social media era.