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題名:台灣社群政治溝通中介模式初探 —媒體使用和人際間的政治討論對於FB使用者政治態度和行為的影響
作者:李貞怡 引用關係
作者(外文):LEE, CHEN-YI
校院名稱:世新大學
系所名稱:傳播研究所(含博士學位學程)
指導教授:李秀珠
關尚仁
學位類別:博士
出版日期:2019
主題關鍵詞:O-S-O-R模式社會影響理論社群媒體政治溝通O-S-O-R modelsocial impact theorysocial mediapolitical communication
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本研究採用O-S-O-R模式結合「人際影響理論」(social impact theory)發展出「台灣的社群政治溝通中介模式」,並透過東森新聞雲旗下的民調雲平台,在2018年縣市長選舉前後,進行兩階段固定樣本調查(two way panel),藉以瞭解受試樣本在選前的媒體使用、政治討論,以及選後的政治態度和行為,最後收集到1,583份有效樣本。
研究結果顯示,認知FB屬於異質網絡者,會有較多的媒體使用和政治討論,當越常在媒體上獲得選戰和政治時事資訊、與親朋好友討論選戰和政治時事以及接觸說服性論點、支持性論點,與被FB改變的政治態度和政治參與呈現正相關,顯示「媒介使用」和「人際討論」是影響台灣選民政治態度和行為最主要的變數。
本研究結果與O-S-O-R模式以及「人際影響理論」相符,民眾在FB上有更多機會以很低的成本,接觸到多元觀點和不同意見,但仍需透過媒介使用和人際討論,才會被FB改變政治態度,帶動政治參與,代表在社群媒體蓬勃發展的當代,不只是媒體上的議題操作,帶動社群政治討論是很重要的一環,可以作為未來政治溝通和操作的參考。
Abstract
This study adopts the O-S-O-R model and the social impact theory to examine the effects of news media use and political discussions by Facebook users on political participation. An online survey was conducted with two-way panels before and after 2018 nine-in-one elections. This study used a professional online survey company, ETtoday survey platform, to collect data.
The data analysis shows that when respondents used more news, discussed political issues more frequently with others, viewed more persuasive or supportiveness viewpoints, they were more likely to participate more political activities. These findings indicate that news media use and interpersonal discussion exerted a significant influence on Facebook users’ political attitudes and political activities in Taiwan.
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