Through sampling of Shanghai’s citizens and questionnaire investigation, and using structural equation model,the study explores how new media context affects audience’s social attitude,and comes to the conclusion that, through social loafing new media context has negative effect on moral development,prosocial tendency,and responsibili-ty and fairness,and has positive effect on risk preference and group polarization tendency;the frequency of media expo-sure has significant positive moderating effect on the relationship between new media context and social loafing,and the diversity of media exposure does not have that in it;and whether in main effect or moderating effect,its effect on the male is greater than that on the female,and it decreases with age increasing.%通过对上海市民进行抽样调查，并使用结构方法模型对新媒体语境下的受众社会态度倾向进行实证研究，得出如下结论：新媒体语境通过社会懈怠对用户风险偏好和群体极化倾向产生正向影响，对责任与公平意识、道德发展以及亲社会倾向产生负向影响；媒体接触频率在新媒体与社会懈怠关系中具有显著正向调节作用，而媒体接触的多样性在其中的调节作用并不明显；在主效应和调节作用中，均表现出对男性的影响大于对女性的影响，其影响大小随着年龄的增加而呈减弱趋势。
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