代際差異與小型社會中的媒體使用：澳門模式的 理論探索及其對媒體生態研究的啟示

This article investigates generational differences in media use over time within a small society. Based on longitudinal survey data from six birth cohorts between 2008 and 2021 covering five media types (desktop internet, mobile internet, newspapers, television, and radio), this study explores reasons for changing trends in media consumption across different generational groups. Through employing longitudinal models for cohort-trend monitoring and quantifying generational gaps via calculating standardized mean differences, we identify three distinct patterns: a pattern of “persistent divergence” for desktop internet (with gaps ranging from approximately 0.40–0.60); “rapid convergence” for mobile internet (decreasing from 0.47 in 2013 to 0.06 in 2021); and “fluctuating equilibrium” for traditional media. Our research advances digital divide theory by introducing a concept of“functional divide” that sheds light on differences in capability-specific uses beyond access and skills, and outlines three mechanisms shaping the media ecology of small societies: high interconnectedness, social-driven adoption, and cultural sensitivity. These findings contribute to the formulation of a “Macao Model” which highlights the coexistence of technological differentiation and social convergence, crisis-driven media reversion, and network effects specific to small societies. Our analysis may offer comparative benchmarks and theoretical references for future research on other small societies (e.g., Singapore, Hong Kong, Ireland) and inform policy and industry strategies for inclusive media transitions.