From immediate community to imagined community: Social identity and the co-viewing of media event
From immediate community to imagined community: Social identity and the co-viewing of media event
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从直接社区到想象社区：社会认同与媒体事件的共同观看
DOI：
10.1177/2059436416681177
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发表时间：
2016
影响因子：
2.1
通讯作者：
Fanbo Su
中科院分区：
文献类型：
--
作者：
Xi Cui;J. Rui;Fanbo Su
本研究探讨了不同类型的共同观看与观众对媒体事件直播的情绪反应及其社会身份之间的关系。通过一项调查（N = 206）来检验中国大型国家典礼直播的效果。结果表明，当观众在物理、中介和感知的共同观看条件下观看媒体事件时，他们经历了情绪唤醒。在这些条件中，介导的共同观看，在活动期间作为社交媒体参与运作，是情绪唤醒的最强预测因子。此外，情感唤醒充分中介了共同观看条件与观众在直播仪式中传达的民族认同之间的关系。通过经验证据，我们证明了媒体事件类型的持续相关性以及共同观看体验在当代媒体生态中的重要性。我们认为，这种广播类型在社会整合方面仍然有效，双重筛选媒体事件可能是这种效果的新机制。
This study examines how different types of co-viewing are associated with viewers’ emotional response to the live broadcast of media events and their social identity. A survey (N = 206) was conducted to examine the effect of the live broadcast of a grand national ceremony in China. Results show that viewers experienced emotional arousal when they watched the media event in physical, mediated, and perceived co-viewing conditions. Among these conditions, mediated co-viewing, operationalized as social media engagement during the event, is the strongest predictor of emotional arousal. Moreover, emotional arousal fully mediates the relationship between co-viewing conditions and viewers’ national identity conveyed in the broadcast ceremony. With empirical evidence, we demonstrate the continued relevance of the genre of media events and the importance of co-viewing experiences in the contemporary media ecology. We argue that this broadcast genre is still effective with regard to social integration, and dual-screening media events could be a new mechanism of this effect.