本书主要阐释在新媒体兴盛的传播时代，大众如何有效运用网络互助论坛、社交媒体等各类线上平台来寻求社会支持和帮助。现代人的生活中充满了各种压力和挑战，需要合适的渠道排解压力和寻求支持。新媒体的蓬勃发展为大众提供了寻求社会支持的新途径。本书首先将构建网络大众人际传播的社会支持理论框架，探讨新媒体的特殊性和线上社会支持的优势、比较线上支持和线下支持的差异性。然后通过问卷和实验等实证研究数据进一步阐释媒介特性和大众心理对线上社会支持的传播途径以及传播效果产生的影响，为大众寻求线上社会支持提供理论及实践的指导。

李思悦，浙江大学传媒与国际文化学院百人计划研究员、博士生导师。主要研究新媒体对医患关系的影响以及网络社会支持。在国内外期刊发表学术论文20多篇，主持省部级课题多项。

Chapter 1 An Overview of Online Supportive Communication
1.1 Defining Online Supportive Communication
1.2 Advantages of Online Supportive Communication
1.3 Theoretical and Pragmatic Implications
1.4 Extant Literature on Online Supportive Communication
1.5 Limitation of Extant Literature
1.6 Theoretical Frameworks on Online Supportive Communication
1.6.1 Hyperpersonal Model
1.6.2 Social Presence
1.6.3 Optimal Matching Theory
1.6.4 Dual Process Models
1.7 A Masspersonal Model of Online Supportive Communication
References
Chapter 2 Other-Generated Comments and Online Support Provision
2.1 Quality of Support Messages: Person-Centeredness
2.1.1 Emotion-Focused Supportiveness
2.1.2 Action-Focused Supportiveness
2.1.3 Politeness
2.2 Online Comments and Perceived Supportiveness in Public Opinion
2.3 Online Comments and Impression Formatiol
2.4 Support-Seeker's Reply
2.5 Hypotheses Testing with an Experiment
2.5.1 Participants
2.5.2 Design
2.5.3 Procedure
2.5.4 Measures
2.6 Results
2.7 Discussion
Notes
References
Chapter 3 Revisiting the Impact of Others' Comments and Support-Seeker's Response on Support Provision in Online Forums
3.1 Others' Comments and Support Message
3.2 Appreciation Expression in Support-Seeker's Reply
3.3 Additional Reasoning in Support-Seeker's Reply
3.4 Examining Others' Comments and Support-Seeker's Response with an Experiment
3.4.1 Participants
3.4.2 Design
3.4.3 Procedure
3.4.4 Measures
3.5 Results
3.6 Discussion
3.7 Conclusion
Note
References
Chapter 4 Supportive Communication on Social Networking Sites:The Impact of Post Valence and Relational Closeness on Support Provision
4.1 Posting Patterns and Social Support
4.2 Relational Closeness and Social Support
4.3 Pilot Study: Exploring the Use of SNSs for Supportive Exchange
4.4 The Main Study: An Experiment on Support Seeking and Provision on SNSs
4.4.1 Participants
4.4.2 Experimental Design
4.4.3 Measures
4.4.4 Control Variables
4.4.5 Manipulation Checks
4.5 Results
4.6 Discussion
4.7 Conclusion
Note
References
Chapter 5 Different Forms of Support Provision on Social Network Sites
5.1 Valence of Support-Seeking Posts, Norm of Positivity Bias, and Self-Presentation
5.2 Directness of Support-Seeking, Face Threats, and Support Provision
5.3 Forms of Support and Perceived Supportiveness
5.4 A Cross-Sectional Survey Testing the Hypotheses
5.4.1 Participants
5.4.2 Procedure
5.4.3 Measures
5.5 Results
5.6 Discussion
Note
References
Chapter 6 Willingness to Reply to an Online Support-Seeking Post
6.1 Spiral of Silence and Benevolent Approach of Online Anonymity
6.2 Willingness to Respond and Expressed Opinions on Support Forums
6.3 Willingness to Respond and Support-Seeker's Reply
6.4 Willingness to Respond and Issue Involvement
6.5 An Experiment Testing the Hypotheses
6.5.1 Participants
6.5.2 Design
6.5.3 Procedure
6.5.4 Measures
6.6 Results
6.7 Discussion
References