政大機構典藏-National Chengchi University Institutional Repository(NCCUR):Item 140.119/56808

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Title:	再思色情媒介的第三人效果：從網路社群媒體出發 Re-examining the third-person effect on porn-related social media in Taiwan
Authors:	陳韋賓
Contributors:	徐美苓陳韋賓
Keywords:	色情媒介第三人效果網站涉入感網路互動性網路管制認知差距
Date:	2012
Issue Date:	2013-02-01 16:48:36 (UTC+8)
Abstract:	本研究旨在以網路社群媒體為例，重新審視網路傳播環境中的色情第三人效果，並探討網路色情社群使用者的網路互動情形與網站涉入程度對網路色情訊息評價、第三人效果認知及支持管制網路色情媒介之意願的影響。自Davison（1983）提出第三人效果假說迄今已30年，在此之間媒介科技、閱聽人訊息獲取的管道、資訊傳播及行為模式，均有一定程度的轉變，這些轉變是否足以影響色情第三人效果及後續的規範行為意願，即為本研究的關注焦點。綜觀過去有關網路色情的第三人效果研究，多半是延續單向傳播觀點將人們視為被動的受眾，忽略網路傳播的諸多互動特性，更少有研究會意識到來自網路使用者本身之因素對網路色情傳播的影響，故本研究轉以網路使用的角度切入，將以往研究可能未曾考量的變因納入分析，檢視其對色情第三人效果相關模式所帶來的影響。本研究採網路問卷調查法針對台灣地區之網路色情社群使用者進行調查，共獲得747份有效問卷。在第三人效果認知方面，研究結果顯示整體使用者會對網路色情內容產生自己較不易接受，但他人（其他使用者）較易接受的第三人效果認知，且女性比男性更認為他人較自己易接受網路色情內容。本研究證實資訊分享、意見交流、媒介互動頻率的增加，會加深使用者的網站涉入程度並提高使用者對網路色情整體的正面評價，進而提升使用者自己的網路色情內容接受度，但對使用者認為他人的網路色情內容接受度，僅資訊分享、意見交流、網站涉入程度及網路色情整體的正面評價符合研究假設對其產生正向影響力，媒介互動則沒有影響。本研究雖證實使用者會因媒介互動頻率的增加與網站涉入程度的加深，降低其對高頻率接觸網路色情的負面評價，並減弱第三人效果認知程度，但資訊分享的影響力卻與本研究假設不符，亦即資訊分享頻率愈高，高頻率接觸網路色情的負面評價也愈高，且對第三人效果認知無顯著影響，而意見交流對高頻率接觸網路色情的負面評價與第三人效果認知均無顯著預測力。在支持管制網路色情媒介之意願方面，本研究發現整體使用者的支持管制意願普遍偏低，並指出媒介互動頻率愈高、網站涉入程度愈深，對網路色情整體的正面評價愈高及高頻率接觸網路色情的負面評價愈低的使用者，愈傾向不支持管制網路色情媒介。然資訊分享卻以相反方向影響支持管制意願，亦即當資訊分享的頻率愈高，支持管制意願會略微提高，而意見交流對支持管制意願則無顯著影響。此外，本研究也發現性別在支持管制意願上無顯著差異，與過去的相關研究有所出入。本研究主要貢獻是，證實影響支持管制網路色情與否的關鍵為網路色情訊息評價（網路色情整體的正面評價、高頻率接觸網路色情的負面評價），並說明預測媒體內容的影響力（使用者自己的網路色情內容接受度、認為他人的網路色情內容接受度）及色情第三人效果認知與後續支持管制行為意願之間不必然有因果關係。最後，本研究針對研究結果與限制進行檢討，給予欲從事相關研究者建議，並對網路規範的宣導策略提出幾個須關注的重點。
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Description:	碩士國立政治大學廣播電視學研究所 99453003 101
Source URI:	http://thesis.lib.nccu.edu.tw/record/#G0099453003
Data Type:	thesis
Appears in Collections:	[Department of Radio & Television & Graduate Program] Theses

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