英文原文
The Theory of Reasoned Action (TRA) applied to social networking status updates. Whilst at university, I had the pleasure of studying Consumer Behaviour in the context of marketing. Recently I got to thinking how this theory is very much applicable to social media and social networking. Stick with it. There’s a fair bit to get your head round but I think it makes sense. When ever a status is updated we subconsciously have an agenda. We want to get a message across to our followers/friends and this affects what we write. There are beliefs that we hold about certain subjects and this also affects what we write. The TRA though is particularly concerned with the affect that the subjective norms have on our actions. That is, what ever people think about the actions we take. In its simplest form, the TRA can be expressed as the following mathematical function: BI = (AB)W1 + (SN) W2. BI = behavioral intention. (AB) = one’s attitude toward performing the behavior. W = empirically derived weights. SN = one’s subjective norm related to performing the behavior. (Source: Hale, 2003). So in this context: BI = You intend to update your Twitter or Facebook status. (AB) = What your attitude is towards what you are going to write. W = How much propensity this has to affect your behaviour. SN= How you think other people are going to perceive your tweet/status update. Example: Ok so I haven’t been on Twitter yet today so I’m thinking of tweeting. That’s my behavioural intention. What am I going to tweet about? Well in the news recently there has been a lot of talk about MP’s expenses and I have a strong opinion that any MP that over claims on expenses should be sacked (not my view just for this example!) therefore I am going to tweet my views about this expenses business. That strong opinion is my AB (attitude towards my behaviour). But hang on – If I start saying this then all of my followers/peers/friends/colleagues may think I’m some kind of activist. Hmmm ok well I was going to suggest they all get sacked but maybe now I’ll just say that they should change the expenses rules. There we have it, my subjective norm has influenced my behaviour. Summary: What all of this amounts to is that many social network/media users don’t always say or write exactly what they mean to. Therefore we should all be conscious of the fact that although we may believe we are conversing with honesty, we probably aren’t. We may well be amending our tweets/status updates/comments to suit how we are affected by other people’s attitude towards what we say. It even affected this blog post. I was worried about you thinking that my opinion is that all MP’s should be sacked so I felt the need to explain that that was not my opinion in brackets.
中文翻译
理性行为理论（TRA）在社交网络状态更新中的应用。在大学期间，我有幸在市场营销的背景下学习了消费者行为学。最近我开始思考这个理论如何非常适用于社交媒体和社交网络。请耐心读下去，虽然内容有点绕，但我认为它很有道理。每当我们更新状态时，我们潜意识里都有一个议程。我们想向我们的关注者/朋友传达一个信息，这会影响我们写的内容。我们对某些主题持有信念，这也会影响我们写的内容。然而，理性行为理论特别关注主观规范对我们行为的影响，即他人对我们所采取行动的看法。最简单的形式是，理性行为理论可以用以下数学函数表示：BI = (AB)W1 + (SN)W2。其中，BI = 行为意图；(AB) = 个人对执行该行为的态度；W = 经验推导的权重；SN = 个人与执行该行为相关的主观规范。（来源：Hale, 2003）。因此，在此背景下：BI = 你打算更新你的Twitter或Facebook状态；(AB) = 你对自己将要写的内容的态度；W = 这对你行为的影响倾向有多大；SN = 你认为其他人会如何看待你的推文/状态更新。例子：好吧，我今天还没上过Twitter，所以我在考虑发条推文。这是我的行为意图。我要发什么内容呢？最近新闻里有很多关于议员开销的讨论，我有一个强烈的观点，即任何超额报销的议员都应该被解雇（这只是为了这个例子的观点，不是我的真实看法！），因此我打算发推文表达我对这个开销问题的看法。这个强烈的观点就是我的AB（对我行为的态度）。但是等等——如果我开始这么说，我所有的关注者/同行/朋友/同事可能会认为我是某种激进分子。嗯……好吧，我本来打算建议他们都应该被解雇，但现在也许我只会说他们应该修改开销规则。就这样，我的主观规范影响了我的行为。总结：所有这一切都说明，许多社交网络/媒体用户并不总是说出或写出他们真正想表达的意思。因此，我们都应该意识到，尽管我们可能相信自己在诚实地交流，但我们很可能并没有。我们很可能会修改我们的推文/状态更新/评论，以适应他人对我们言论的看法对我们的影响。它甚至影响了这篇博客文章。我担心你们会认为我的观点是所有议员都应该被解雇，所以我感到有必要在括号里解释那不是我的观点。
文章概要
本文将理性行为理论（TRA）应用于社交媒体，解释了人们更新动态的行为意图（BI）是如何受到个人态度（AB）和主观规范（SN）共同影响的。主观规范，即我们对他人看法的预期，常常导致我们在社交平台上修改言辞，使其无法完全真实地反映内心想法。作者通过一个发布推文的例子生动说明，对他人反应的担忧（主观规范）如何改变了最初的表达意图，揭示了社交媒体沟通中普遍存在的“言不由衷”现象。
高德明老师的评价
TA沟通分析评价：这篇文章精彩地揭示了沟通中的自我状态互动。最初想表达强烈观点的冲动，可以看作是“自由型儿童”或“批判型父母”状态的直接流露。然而，当考虑到他人可能的负面看法时，“适应型儿童”状态便开始运作，为了获得认可和避免冲突而调整行为。最终发布的温和内容，是内在“成人”状态权衡利弊、进行社会化协商的结果。这种对内在多重自我声音的觉察，是迈向更自主沟通的第一步，非常有价值。
焦点解决心理学评价：作者敏锐地观察到“主观规范”如何塑造我们的在线行为，这正是社会建构论的体现——我们的现实是在与他人的互动中共同创造的。这种觉察本身就是一种宝贵的资源。它开启了未来的可能性：当我们清楚是什么在影响我们时，我们就能更有意识地选择自己想要的沟通方式。我们可以问自己：“我希望建立一个怎样的网络形象？”“如果我的表达能完全符合我的价值观，那会是什么样子？”这种自我观察为实现更理想的未来状态提供了坚实的基础。
佛学专家角色评价：本文的洞见与佛学中的“我执”与“缘起”思想不谋而合。对他人看法的担忧，源于维护特定自我形象的“我执”。为了迎合他人而修改言辞，是出于对负面评价的“嗔”与对正面认可的“贪”，这些都是烦恼的根源。作者意识到自己言不由衷的那个瞬间，便是一种“正念”的体现。觉察到言行受到内在观点和外在社会条件（缘）的共同影响（起），是走向内心自由与表达真实的开始，这份觉知本身就充满了智慧。