以媒介素養探討Facebook中的訊息處理與資訊傳佈

Abstract

Facebook做為近年來熱門的社群媒體，成為大量資訊流通與互動的場域，但事實上許多Facebook中所流傳的訊息往往是錯誤資訊或不實謠言，因此了解使用者如何基於自身媒介素養而對Facebook資訊進行判斷，進而影響與訊息的互動及再傳播行為，為本研究的研究方向。為深入了解Facebook中的此種現象，在整理過說服、資訊傳佈研究後，發現閱聽人在進行資訊處理的過程中會經歷近用、分析、評估、內容產製此四個程序，並且此四個程序與媒介素養概念所提出的的四面向一致。因此本研究以此四面向做為研究架構，以了解使用者在近用不同論點品質及來自不同社會連結的貼文時，是否會產生不同程度的情感、認知分析及資訊效能與資訊可信度評估，以及最後是否會基於這些分析與評估模式的不同而導致不同程度資訊再製意圖與行為。 本研究主要以大學生為樣本，採用實驗法，以2(強論點品質強/弱論點品質)×2(強連結/弱連結)組間設計，讓受試者分別觀看不同自變項操作設計的虛擬Facebook頁面，紀錄其Facebook互動行為後進行問卷填答。最終收得有效樣本128人。 研究結果發現僅有貼文者社會連結差異會影響使用者訊息處理與互動行為，論點品質則不會。此外，社會連結能夠同時引發情感與認知分析，進而對於訊息可信度與資訊效能評估造成影響，最終造成不同的訊息再製行為而影響資訊流通。研究結果顯示出Facebook的社交性對於資訊傳佈影響的重要性，並且雖然論點品質對於傳播行為或訊息處理並不會造成影響，但訊息內容本身對於閱聽人的影響在整體Facebook資訊傳佈的訊息處理路徑中卻扮演著著重要的中介作用。

Facebook, one of the most popular social media in recent years, has become the important field for information diffusion and interaction. There are often some incorrect information or rumors diffusing in Facebook. Therefore, the purposes of the research are to understand how user judge Facebook information based on their media literacy, and how these judgments affect their interaction with Facebook information and the subsequent sharing behavior. To further investigate this phenomenon, this study employed the concept from the media literacy, including Access, Analysis, Evaluation and Content Creation, to be the research framework. The focus is to understand whether different levels of argument quality in posts and different strength of social ties affect users’ information analysis; how argument quality and social ties influence users to take the affective or cognitive route to analyze information, which in turn changes their evaluations of information utility and believability; and finally, whether these different analyses and evaluation levels affect the intention of content recreation and behavior. One hundred and twenty-eight students participated in a 2 (argument quality: strong vs. weak) x 2(Strength of tie: strong vs. weak) between-subjects experiment. In this experiment, participants used and interacted with the mock-up Facebook, such as click “like” button or share button. Their behavior was recorded by the specifically designed system designed. Participants completed a self-reported questionnaire assessing their underlying processes immediately after the experiment. We found that only the tie strength of the poster affects users’ message processing and interaction. In addition, different tie strength induces both affective and cognitive analysis, which then impacts the information utility and believability evaluation. Eventually, different levels of content recreation are formed that construct the Facebook information diffusion Compared to the tie strength, argument quality does not influence any of the outcome variables. The results show how important sociality is in the process of Facebook information diffusion. Besides, though argument quality has no impact on communication behavior and message processing in Facebook, the message content itself is an important mediator of the influence of the entire message processing path of Facebook information diffusion.