多元資訊環境中之受眾如何建構城市形象－－從珠海看澳門

The Impact of Media Use on Zhuhai Audiences' Perceived City Image of Macao

本研究採用大規模受眾抽樣調查，探索大眾傳播與人際傳播對城市形象的影響，按人口比例多階集群的抽樣方法隨機抽取了1,006位珠海居民，並進行入戶訪問。資料分析結果顯示，在珠海之多元化傳媒資訊體系中，本地媒體仍然是市民賴以瞭解澳門的主要資訊管道，且普遍對澳門持有正面印象。本研究發現，在解釋人們的城市形象觀念形成時，「媒體內容的關注度」與「媒體的可信度」較「媒體使用時間」更具影響力。在檢驗了非典型涵化模式與一系列研究假設之後，我們發現人們的第一級城市形象觀念（外在、具體形象）與其第二級城市形象觀念（內在、總體形象）關係緊密，此分析結果部分支持本研究之非典型涵化模式與研究假設。

This study explores a new topic -- city image -- in the field of communication research. With a multi-stage cluster sampling process, over 1,000 Zhuhai residents were randomly selected and then interviewed face to face.The findings reveal that Zhuhai residents hold a fairly positive image of Macao, and in a multiple channel message system the local media are still the major source through which they learn about their neighbor Macao. At the explanative level, the study finds that media attention and media credibility are much more powerful predictors for perceived city image than that of media exposure. After testing a new atypical Cultivation Analysis model and a set of hypotheses, we do find that people's first-order city images (specific impressions) are closely connected with their second-order city images (general perceptions and acceptance of city symbols). The proposed model and hypotheses are partially supported. We believe these findings are meaningful both academically and practically.