远观抑或近玩:虚拟现实能动可供性对文化遗产认同与参与影响的实证研究被引量：7

Viewing from Afar or Involving Intimately:An Empirical Investigation the Effects of VR Agency Affordance on Cultural Heritage Identification and Engagement

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摘要本研究借助能动可供性的理论框架,考察虚拟现实技术(Virtual Reality,VR)为文化遗产的沉浸式传播提供了何种潜力及其对不同受众群体主观体验与态度意愿的影响机制。通过三组对照的VR实验,操作化能动可供性的三种水平(无vs.低vs.高),发现能动可供性能够提升受众对文化遗产的认同和关注,但仅在低水平上显著,而高水平的能动可供性更有利于促进虚拟游览替代实地参观的意愿。心流体验在能动可供性与文化认同之间起到遮掩作用,而在能动可供性与虚拟游览意愿之间起到中介作用。媒介经验调节了能动可供性对线下参与意愿的影响:对具有丰富VR经验的个体,高水平的能动可供性可能使其线下参与文化遗产活动的意愿降低,并倾向于用虚拟游览替代。本研究为理解虚拟现实作为文化传播新媒介的影响提供了新的理论视角和经验支撑,并为设计更有针对性的文化遗产数字化传播策略提供了实证依据。 This study employs the theoretical framework of agency affordance to explore the potential of Virtual Reality(VR)technology in facilitating immersive communication of cultural heritage,as well as its impact on the subjective experiences and attitudes of different individuals.Through controlled VR experiments manipulating the affordance of agency in three levels(none vs.low vs.high),the study finds that agency affordance can enhance the identification and attention to cultural heritage,but this effect is only significant at low level.Higher level of agency affordance is more effective in promoting the willingness to replace physical visits with virtual tours.Flow experience has a suppression effect on the relationship between agency affordance and cultural identification,and a mediation effect between agency affordance and the virtual replacement of physical tours.Media experience moderates the effect of agency affordance on offline engagment intention:for individuals with extensive VR experience,high level of agency affordance may reduce their willingness to engage in offline cultural heritage activities,leading them to prefer virtual tours instead.This research provides a new theoretical perspective and empirical support for understanding the impact of VR as a new medium for cultural communication,and offers evidence-based insights for designing more targeted communication strategies for cultural heritage.

作者周葆华汤清扬 ZHOU Baohua;TANG Qingyang(the Center for Information and Communication Studies;Fudan University;Institute for Global Communication and Integrated Media;MOE Laboratory of National Development and Intelligent Governance;School of Journalism,Fudan University)

机构地区复旦大学信息与传播研究中心复旦大学新闻学院全球传播全媒体研究院国家发展与智能治理综合实验室

出处《国际新闻界》 CSSCI 北大核心 2024年第12期30-54,共25页 Chinese Journal of Journalism & Communication

基金国家社科基金人才项目(22VRC186) 教育部重点研究基地重大项目(22JJD860004) 复旦大学文科先导和创新团队项目(IDH3353070) 复旦大学新闻学院科研创新项目上海数学与交叉学科研究院项目(SIMIS-ID-2024-LZ)的阶段性成果。

关键词虚拟现实沉浸传播能动可供性文化遗产心流 Virtual reality immersive communication agency affordance cultural heritage flow experience