摘要
随着短视频时代科学传播内容制作的专业化与精细化,科学家群体与MCN(Multi-Channel Network)机构联盟进行科学传播内容创作已经成为值得关注的趋势。但当公众感知到MCN参与科学传播的进程时,他们对科学传播者与科学传播内容的信任程度是否会发生变化?基于科学传播的“舞台管理”与“信息控制”理论,本研究通过两组线上实验,分别探索了在“科学饮食”和“疫苗接种”两个话题情境下,MCN信息披露对于科学传播中公众信任的影响及权威感知与亲近感知的中介角色。结果一致表明,MCN信息披露显著负向影响受众对科学传播者和传播内容的信任程度。在“科学饮食”的情境中,亲近感知负向中介了这一效应,权威感知的中介效应不显著;在“疫苗接种”的情境中,亲近感知与权威感知的负向中介效应均显著。本研究为不同议题情境下短视频平台的科学传播实践提供了启示。
With the specialization and refinement of science communication content production in the era of short videos,the alliance between scientists and MCN institutions for science communication has become a trend worthy of attention.But when the public perceives the information about MCN's involvement in science communication,will their trust in science communicators and content change?Based on the theories of“stage management”and“information control”in science communication,this study explored the impact of MCN information disclosure on public trust in science communication and the mediating role of perceived authority and perceived closeness in topics of“scientific diet”and“vaccination”through two online experiments(N=272).The results consistently show that the disclosure of MCN information significantly negatively affects the audience's trust in science communicators and communication content.In the topic of“scientific diet”,perceived closeness negatively mediated this effect,while the mediating effect of perceived authority was not significant;in the topic of“vaccination”,the negative mediating effect of perceived closeness perceived authority are both significant.This study provides inspiration for the practice of science communication on short video platforms in different topic contexts.
作者
杨正
冯韵
吴福仲
Zheng Yang;Yun Feng;Fuzhong Wu(School of Communication,Soochow University)
出处
《全球传媒学刊》
CSSCI
2024年第6期114-134,共21页
Global Journal of Media Studies
基金
国家社会科学基金后期资助项目“角色嬗变与重构:数字媒体时代科学传播的主体生态研究”(23FXWB015)的阶段性研究成果
关键词
科学传播
MCN信息披露
舞台管理
信息控制
短视频
Science Communication
MCN Disclosure
Stage Management
Information Control
Short Video
