The Influence of Media Flow on Users' Social Identity—Based on the Effect of Network Context

doi:10.13438/j.cnki.jdxb.2020.05.016

Abstract

Abstract: In order to explore the influence mechanism of media flow on users' social identity in the network context,a theoretical model is constructed,in whichsemantic flow,representation flow and situational flow are taken as the independent variables,social identity as the dependent variables,and self-concept and intergroup recognition as the intermediary variables.Through questionnaire survey,relevant data are obtained and then processed and analyzed with structural equation model.It is found that semantic flow,representation flow and situational flow in the network context have a significant negative impact on users' social identity through the mediation of self-concept and intergroup recognition respectively;that semantic flow has the greatest effect on users' social identity,followed by imagery flow,and situational immersion is the least;and that there are significant demographic differences in the effects of semantic flow,imagery flow and situational flow on users' social identity.According to the conclusion of this study,the types of media flow can be identified and classified,so as to achieve differential supervision,guidance and governance in cyberspace.

Key words: media, user, media flow, social identity, network context, self, intergroup recognition

YANG Changzheng. The Influence of Media Flow on Users' Social Identity—Based on the Effect of Network Context[J]. Journal of Jishou University（Social Sciences）, DOI: 10.13438/j.cnki.jdxb.2020.05.016.

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