Study On The Impact Of Mobile Media Use On Urban Integration Of Shanghai Delivery Workers From The Perspective Of Social Embedment Theory

In recent years,the "home economy" has been developing continuously in our country,and the development of the Internet has been strong.Especially at the moment of the epidemic,delivery workers have become the most frequently contacted people in many families.Therefore,the use of mobile media by delivery workers has gradually become the research topic of current scholars’ relations.The identity characteristics of delivery workers have double "mobility",and the identity of urban and rural mobility and mobile work is difficult for other urban migrants to have both.In the new urban environment,delivery workers are also facing a lot of pressure from aspects such as economy and life.How to help delivery workers better integrate into the city and better enjoy the city life where they work is the problem we need to pay attention to at present.Starting from the study on the effect of media and based on the social embedment theory,this study explores the influence of mobile media use on the urban integration of outbound sellers.Based on the survey and research of 518 delivery workers in Shanghai,the hierarchical regression analysis of mobile media use and urban integration of delivery workers was conducted,and the in-depth interview of 20 delivery workers was also conducted.The following conclusions were reached:Delivery workers’ use of social-oriented mobile media has a significant positive impact on their economic and social integration,institutional integration and cultural life integration,but has no significant impact on economic integration.The use of job-oriented mobile media had a significant positive impact on economic integration,but had no significant impact on social integration,institutional integration and cultural life integration.At the same time,demographic variables and psychological capital,social capital,rural psychological belonging and social support are also introduced into the study as control variables.Through three-layer regression analysis,it is found that the use of the third layer of mobile media has a stronger explanatory power for the model.Through this study,it can be found that in the process of mobile work and life,the media use of delivery works is connected with their urban integration behavior.The use of mobile media occupies the main work and life time of delivery works.Meanwhile,the boundary between their life and work is constantly blurred,building a bridge between their hometown and the present city,which is convenient to leave home and enter a new city.The process of job-oriented mobile media use strengthens the behavior of economic integration,while the process of social-oriented mobile media use strengthens the social integration,institutional integration and cultural life integration.Mobile media has certain limitations on the urban integration process,and the barriers set up for delivery workers during their work become a certain degree of hindrance.The cultural production of deliverymen is limited by economy and time,and their hedging methods with busy work mainly focus on self-dissolution,that is,they will interact with media during non-working periods to eliminate the high work pressure and personal spiritual emptiness.It is hoped that through this study,more scholars can pay attention to the urban integration of the bottom deliverymen,help to improve the degree of urban integration of deliverymen,and enjoy a better quality of urban life.