社交媒体接触对社会运动参与的影响研究——基于政治自我概念的交互效应

社交媒体在全球社会运动与政治变革中发挥的作用已引起高度关注,不过其具体的影响机制仍不明确且充满争议。本文利用TCS2015年的数据,使用Logistic回归模型对社交媒体接触(自变量)与线上、线下社会运动参与(因变量)之间的关系进行实证分析,并引入"政治自我概念"中的一系列心理变量(政治知识、政治兴趣、内在政治效能感、外在政治效能感)对个体性差异进行检验。研究发现,社交媒体展现出显著的、不可被抵消的动员效应。政治知识不会单独对社会运动参与程度产生影响,但可以与社交媒体产生交互效应,放大其对运动参与的正向效应。内在政治效能感既会对社会运动参与产生正向影响,又能强化社交媒体的动员效应。线上、线下两种运动模式的作用机制大致类似,但存在微妙的差异。上述结果部分支持了研究假设,反映出社会运动往往是个体心理与新媒介工具共同作用的结果。这些结论放置于台湾社会的现实政治语境中,可以带来思考与启发。

The Effect of Social Media Exposure on Social Movement Participation:A Study Based on the In teraction Effect of Political Self-concept

The role of social mediating lobal social movements and political changes has drawn much attention.However,itsinfluencing mechanism remains unclear and controversial.Based on the data of TCS2015(Taiwan Communicarion Surveyin 2015),this research uses alogistic regression model to test the relationship between social media exposure(as anindependent variable)and online/off line social movement participation(as dependent variables).It also adds a serious of political selfconcept variables(political,knowledge,political,interest,internal political,efficacy and external political,efficacy)to examine how individual differences work in this process.The conclusions are as follows.Firstly,social media presents asignificant mobilization effect which could not be offset by other factors.Secondly,political knowledge has no direct impact on social movement participation,but it canmake a positive interactive effect with social media exposure.Thirdly,internal politica lefficacy can not only reinforce the extent of social movement participation alone,but also strengthen the mobilization of social media.Finally,the influencing mechanism of online and offline social movements have proved to be roughly similar,but some subtle differences.The findings above suggest that social movements are often the result of a combination of individual political characters and socialmedia,which partially support our research hypotheses.Placed in the realistic political context of Taiwan society,it can bring more thought and reflection today.