媒介素養的「賦權」作用: 從人際溝通到媒介參與意向

媒介素養關注以「賦權」為特徵的參與行為。本研究主要探討人際溝通能力、媒介使用與媒介參與意向之間的關係，同時檢驗媒介知識、媒介參與功效意識作為中介是否分別影響或者改變著這對關係。通過對600個北京市民的隨機面訪發現，媒介知識與媒介參與功效意識有關，和媒介參與意向並未形成顯著關係；媒介新聞內容使用和人際溝通總體上都顯著正向預測媒介參與功效意識和媒介參與意向，但媒介參與功效意識作為中介變量顯著減弱甚至消除了這些影響。

The media literacy's interest in media participation centers on the notion of empowerment. This research investigates the impact of patterns of interpersonal discussion and media use on media participation intention. We also examine the role of media production knowledge and media participation efficacy as mediators in the flow of influence. Data collected from face-to-face interviews taken from a random sample of 600 Beijing residents show that media production knowledge has little effect on media participation intention. The media uses habits and interpersonal discussion as a multi-dimensional concept exerts direct influence on efficacy and behavioral intention, more so for reflective speakers than discussion followers. However, the relationships are significantly reduced or even eliminated after media efficacy is controlled.