中国电影演员市场影响力的性别差异分析

摘要: 构建了以豆瓣网为主，猫眼网、IMBD以及百度为辅，包含中国2000—2020年10000多名演员及3000多部电影组成的数据库。聚焦演员市场影响力的性别差异，其中市场影响力用电影票房来衡量，而演员对票房的贡献程度与该演员在相应电影列表中排名的倒数成正比。研究显示，男性演员在市场影响力、职业生涯长度、题材多样性上都明显高于女性，且2015年后每年女演员人均票房贡献与男演员人均票房贡献的比例在0.6左右波动，低于中国全行业女性薪酬与男性薪酬的比例，表现出更显著的性别不平等。进一步的中介效应分析和调节效应分析显示，职业生涯长度差异与题材多样性差异是导致市场影响力性别差异的重要原因，且在同等情况下男性演员提高其职业生涯长度和题材多样性所获得的市场影响力回报显著高于女性。

Abstract: This paper builds a database consisting of more than 10000 actors and actresses and more than 3000 movies from 2000 to 2020 in China, mainly collected from Douban, supplemented by Cateye, IMBD and Baidu. This paper focuses on gender differences in actors’ market influence. The market influence of a film is measured by it’s box office, and the contribution of an actor/actress to the box office is defined as the inversely proportional to his/her ranking in the cast list of the film engaged. Our research shows that the performances of actors are significantly better than actresses in terms of market influence, career length, and subject diversity. Moreover, the ratio of average box office of actresses to that of actors fluctuates around 0.6 each year after 2015, which is lower than the ratio of female to male salaries in the whole industry in China, showing more significant gender inequality. Further mediating effect analysis and moderating effect analysis show that the difference of career length and subject diversity are the main reasons for gender difference in market influence, and actors achieve significantly higher rewards from market influence than those of actresses given the same extent in expanding their career length and subject diversity.

图  1   研究模型

图  2   总体差异

图  3   按市场影响力分组后的对比分析

表  1   变量类型和定义

变量类型变量名称定义 自变量性别男为1，女为0因变量市场影响力按排名的倒数进行加权求和的
电影总票房贡献中介变量职业生涯长度出演第一部与最后一部电影的
时间间隔题材多样性参演过的不同电影大类个数控制变量年龄实际年龄地域演员出生省份的文化发展指数

表  2   市场影响力、职业生涯长度以及题材多样性的性别差异；职业生涯长度以及题材多样性与市场影响力之间的Pearson相关系数

变量 指标总体男性女性性别组间MW检验相关系数 因变量市场影响力2.47×1072.91×1071.83×107***中介变量职业生涯
长度3.373.493.18***0.31（***）题材多样性3.493.603.33***0.44（***） 注：表中数据为平均值。显著性水平：*p<0.05，**p<0.01，***p<0.001。后表显著性水平标识意义相同。

表  3   探究市场影响力影响因素的逐步回归的负二项回归系数

变量 指标模型1模型2模型3 自变量性别0.578（***）0.521（***）0.185（***）控制变量年龄0.009（***）0.024（***）地域−0.004（**）−0.013（***）中介变量职业生涯长度0.271（***）题材多样性0.517（***）

表  4   男女分样本的负二项回归系数

变量 指标模型1
（男性组）模型2
（女性组）组间系数
差异 控制变量年龄0.025（***）0.023（***）0.015（***）地域−0.016（***）−0.009（***）0.028（***）中介变量职业生涯
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