城乡差异与媒体使用对科研机构信任的影响研究

摘要/Abstract

摘要： 当前社交媒体上“建议专家不要建议”的抵触情绪映射出专家群体陷入失信危机的现状。专家话语权旁落的当下，以科研机构为代表的建制化专家系统是否也遭遇了公众的信任危机？基于中国综合社会调查（CGSS）2021年数据，本研究探究了城乡差异与媒体使用对科研机构信任的影响。实证结果分析显示：农村居民的科研机构信任度比城市居民更高；互联网使用频次与科研机构信任显著负相关；电视使用频次对科研机构信任具有显著正向影响；电视及互联网的使用频次调节了城乡居民对科研机构信任的差异，电视使用频次的增加提升了乡村居民的科研机构信任，互联网使用频次的增加却削弱了乡村居民的科研机构信任。文章探讨了导致上述结果的潜在原因，并就如何针对城乡居民开展有效的科学传播提出建议。

Abstract: All over the world, various types of media place special emphasis on quoting expert discourse when interpreting policies and popularizing scientific knowledge, aiming to achieve better dissemination effects. However, the current resistance to expert advice on social media reflects the credibility crisis facing the expert community. An expert system refers to a system organized and embedded by experts. Specifically, scientific research institutions such as universities, research institutes, and other institutions can be regarded as types of expert systems. Compared to the expert community, relatively stable scientific research institutions serve as the institutional basis for the production and dissemination of professional knowledge. So, in the current public discourse space, has the disconnection between the ‘expert community’ and ‘public opinion’ affected expert systems represented by research institutions? Based on data from the 2021 China General Social Survey (CGSS), this study explores the impact of urban-rural differences and media use on trust in research institutions. The CGSS survey questions cover data on current place of residence, frequency of media use, media trust, trust in research institutions, etc., which align closely with the issues of interest in this study. Since 2003, CGSS has conducted 11 surveys, demonstrating temporal continuity. However, the variable of media usage frequency in this study may exhibit different behaviors across different time frames due to the passage of time and the development of media technology. In order to ensure that the research has the greatest explanatory power for reality, we have chosen the latest survey results for our study. The CGSS 2021 survey data was publicly released on March 31, 2023, and represents the latest public outcome of the CGSS survey. Empirical results analysis shows that rural residents have higher trust in research institutions than urban residents; internet usage frequency is significantly negatively correlated with trust in research institutions; television usage frequency has a significant positive impact on trust in research institutions; television and internet usage frequency moderate the urban-rural differences in trust in research institutions, with an increase in television usage frequency enhancing trust in research institutions among rural residents, while an increase in internet usage frequency weakens trust in research institutions among rural residents. The article discusses the potential reasons for the above results and proposes suggestions on how to effectively communicate science to urban and rural residents. Based on the research results, this paper suggests that research institutions, in promoting the dissemination of scientific popularization information, should prioritize public welfare, deeply understand the actual needs of the audience, select appropriate media channels to address urban-rural differences, and develop targeted scientific communication strategies. Scientific communication should also be vigilant against phenomena such as pseudoscience and pseudo-experts in the Internet environment and guard against the broken window effect caused by the Internet. The contribution of this paper lies in starting from the trust in scientific research institutions, which has been less explored in previous studies, to explore how the urban-rural residents and their media usage affect their trust in scientific research institutions in China, helping to clarify the current state of scientific trust and pave the way for establishing a “positive trust mechanism”.

董旭罗逸琳. 城乡差异与媒体使用对科研机构信任的影响研究[J]. 科学学研究, 2025, 43(3): 642-650.

参考文献

[1] Bouchard F. The roles of institutional trust and distrust in grounding rational deference to scientific expertise[J]. Perspectives on Science, 2016, 24(5): 582-608. [2] 安东尼·吉登斯. 现代性的后果[M]. 南京: 译林出版社, 2010: 24-27. Giddens A. The Consequences of Modernity [M]. Redwood City: Stanford University Press, 1991: 24-27. [3] Oreskes N. Why trust science? [M]. Princeton: Princeton University Press, 2021: 3. [4] Sztompka P. Trust in science: Robert K. Merton's inspirations[J]. Journal of Classical Sociology, 2007, 7(2): 211-220. [5] Kreps S E, Kriner D L. Model uncertainty, political contestation, and public trust in science: Evidence from the COVID-19 pandemic[J]. Science advances, 2020, 6(43): eabd4563. [6] Lidskog R. In science we trust? On the relation between scientific knowledge, risk consciousness and public trust[J]. Acta sociologica, 1996, 39(1): 31-56. [7] Millstone E, Van Zwanenberg P. A crisis of trust: for science, scientists or for institutions?[J]. Nature Medicine, 2000, 6(12): 1307-1308. [8] Seddig D, Maskileyson D, Davidov E, et al. Correlates of COVID-19 vaccination intentions: Attitudes, institutional trust, fear, conspiracy beliefs, and vaccine skepticism[J]. Social Science & Medicine, 2022, 302: 114981. [9] Lahno B. Institutional trust: a less demanding form of trust?[J]. Revista Latinoamericana de Estudios Avanzados, 2001, 15: 19-58. [10] Jiang J, Li Q, Kang R, et al. Social trust and health: A perspective of urban-rural comparison in China[J]. Applied research in quality of life, 2020, 15: 737-756. [11] 高盼, 邢冬梅. 专家系统信任危机及其重建——基于风险社会语境的分析[J]. 西南交通大学学报: 社会科学版, 2018, 19(2): 85-90. Gao P, Xing D M. The trust crisis of expert system and its reconstruction—based on the perspective of risk society[J]. Journal of Southwest Jiaotong University(Social Sciences), 2018, 19(2): 85-90. [12] Krause N M. Placing “trust” in science: The urban–rural divide and Americans’ feelings of warmth toward scientists[J]. Public Understanding of Science, 2023: 596-604. [13] 陈强强. 专长研究: 公众参与设限与信任关系重建[J]. 科学学研究, 2019, 37(12): 2123-2129. Cheng Q Q. Research on the early formation process of the disciplinary establishment of science of science in China[J]. Studies in Science of Science, 2019, 37(12): 2123-2129. [14] Boyd K. Trusting scientific experts in an online world[J]. Synthese, 2022, 200(1): 14. [15] Dudo A, Brossard D, Shanahan J, et al. Science on television in the 21st century: Recent trends in portrayals and their contributions to public attitudes toward science[J]. Communication Research, 2011, 38(6): 754-777. [16] Nisbet M C, Scheufele D A, Shanahan J, et al. Knowledge, reservations, or promise? A media effects model for public perceptions of science and technology[J]. Communication research, 2002, 29(5): 584-608. [17] Gerbner G. Science on television: How it affects public conceptions[J]. Issues in Science and Technology, 1987, 3(3): 109-115. [18] Hmielowski J D, Feldman L, Myers T A, et al. An attack on science? Media use, trust in scientists, and perceptions of global warming[J]. Public Understanding of Science, 2014, 23(7): 866-883. [19] 黄俊华. 城乡居民的媒体使用及其影响因素研究——基于CGSS2013数据的分析[J]. 新闻界, 2016(22): 34-39. Huang J H. Research on media use of urban-rural residents and its Influencing factors: An analysis based on CGSS2013 data[J]. Journalism and Mass Communication, 2016(22): 34-39. [20] Str?mb?ck J, Tsfati Y, Boomgaarden H, et al. News media trust and its impact on media use: Toward a framework for future research[J]. Annals of the International Communication Association, 2020, 44(2): 139-156. [21] Ardèvol-Abreu A, Gil de Zú?iga H. Effects of editorial media bias perception and media trust on the use of traditional, citizen, and social media news[J]. Journalism & mass communication quarterly, 2017, 94(3): 703-724. [22] Schranz M, Schneider J, Eisenegger M. Media trust and media use[J]. Trust in media and journalism: Empirical perspectives on ethics, norms, impacts and populism in Europe, 2018: 73-91. [23] Sturgis P, Brunton-Smith I, Jackson J. Trust in science, social consensus and vaccine confidence[J]. Nature Human Behaviour, 2021, 5(11): 1528-1534. [24] Chen X, Hay J L, Waters E A, et al. Health literacy and use and trust in health information[J]. Journal of health communication, 2018, 23(8): 724-734. [25] Li J, Chen J. Media exposure, trustworthiness of sources and the Health Information Literacy Knowledge Gap: a Study in China[J]. Health Promotion International, 2023, 38(5): daad129. [26] McKay L, Jennings W, Stoker G. Political trust in the “places that don't matter”[J]. Frontiers in Political Science, 2021, 3: 642236. [27] Brinkerhoff D W, Wetterberg A, Wibbels E. Distance, services, and citizen perceptions of the state in rural Africa[J]. Governance, 2018, 31(1): 103-124. [28] McAllister D J. Affect-and cognition-based trust as foundations for interpersonal cooperation in organizations[J]. Academy of management journal, 1995, 38(1): 24-59. [29] 翟学伟. 信任的本质及其文化[J]. 社会, 2014, 34(1): 1-26. Zhai X W. The esence of trust and its culture[J]. Chinese Journal of Sociology, 2014, 34(1): 1-26. [30] Flanagin A J, Metzger M J. Perceptions of Internet information credibility[J]. Journalism & mass communication quarterly, 2000, 77(3): 515-540. [31] Morgan M, Shanahan J. Growing up with television: Cultivation processes[M]//Media effects. London: Routledge, 2009: 50-65. [32] 刘红波, 高新珉. 负面舆情, 政府回应与话语权重构——基于1711个社交媒体案例的分析[J]. 中国行政管理, 2021, 5: 130-137. Liu H B, Gao X M. Negative public opinion, government response, and the reconstruction of the discourse power: Based on analysis of 1711 social media cases[J]. Chinese Public Administration, 2021, 5: 130-137. [33] 中国互联网协会. 《中国互联网发展报告（2023）》正式发布[EB/OL]. https://www.isc.org.cn/article/17333342358990848.html. 2023-07-19. Internet Society of China. China Internet Development Report 2023 is officially released[EB/OL].https://www.isc.org.cn/article/17333342358990848.html. 2023-07-19. [34] Luhmann N. Familiarity, confidence, trust: Problems and alternatives[J]. Trust: Making and breaking cooperative relations, 2000, 6(1): 94-107.