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題名：網路政治傳播的互動效果
書刊名：選舉研究
作者：王泰俐 引用關係
作者(外文)：Wang, Tai-li
出版日期：2003
卷期：10:2
頁次：頁93-134
主題關鍵詞：網路政治傳播；網路互動性；線上實驗法；Internet politics；Web interactivity；Online campaigns；Computer-mediated political communication
原始連結：連回原系統網址new window
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  • 被引用次數被引用次數:期刊(0) 博士論文(0) 專書(0) 專書論文(0)
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  • 共同引用共同引用:99
  • 點閱點閱:37
網路政治傳播研究是近年來網路研究領域中相當受到矚目的焦點。本文以推敲可能模式（Elaboration Likelihood Model）以及兩個理論面向的網路互動性為研究架構，探討選舉期間政治性網站的溝通效果是否會因為網站的互動性而增加。研究方法採行90年代以來網路心理研究提倡的線上實地實驗法（Online Field Experiment），在控制網站使用者既有的政治態度變數後，假設政治網站的互動性越高，使用者的網站喜好度、政治學習效果、對政治人物親和力的感受、對選舉議題感受的切身相關性、以及對選舉感知的涉入程度等效果皆會隨之提高。 研究結果發現，政治網站互動性與傳播效果之間的關係，並非一種線性正比的關係。中度互動的政治網站，在許多情況下都比高度互動網站或低度互動網站產生較佳的傳播效果，呈現了一種「倒V字型」的網路政治傳播效果。
While many researchers speculated the influence of the Internet in politics, Taiwan’s 2000 presidential election provided a timely opportuni-ty for testing the impacts of web interactivity on computer-mediated polit-ical communication（CMPC）. This study applies Elaboration Likelihood Model and two theorized aspects of web interactivity to suggested that, by controlling voters’ previous political attitudes towards the candidates and campaign issues, online communication effects will increase as a re-sult of the growing interactivity of campaign information websites . Results of online experiments showed that the interactive level of a candidate website might not linearly contribute to positive web campaign-ing effects. In some cases, moderate interactivity may generate more op-timal effects than higher interactivity. In other cases, it may be voters’ political interest in election campaigns that predominantly determine on-line campaigning effects. In addition, the results did not show a significant relationship be-tween political interest and web interactivity. Across the five hypotheses, web interactivity did not differentiate online communication effects due to voters’ motivation or ability to process political messages. The impacts of web interactivity seem falling in the middle of the continuum of elabora-tion likelihood, that is, the “gray area” where people use varying amounts of both types of processing to attend to web campaign messages.
期刊論文
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會議論文
1.Ahern, R. K.、Stromer-Galley, J.、Neuman, W. Russell(2000)。When voters can interact and compare candidates online: experimentally investigating political web effects。Acapulco, Mexico。  new window
2.Newhagen, J. E.(1998)。Hitting the agenda reset button for the Internet: the problem of matching research with development。Jerusalem, Israel。  new window
3.Sundar, S. S.、Hesser, K. M.、Brown, J.、Kalyanaraman, S.(1998)。The effects of website interactivity of political persuasion。Glasgow, UK。  new window
4.Sundar, S. S.、Brown, J.、Kalyanaraman, S.(1999)。Reactivity vs. interactivity: impression formation effects of message contingency in political websites。San Francisco, CA。  new window
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研究報告
1.Ministry of Economics Report(1999)。The Annual Report for the National Internet Infrastructure Development。沒有紀錄。  new window
學位論文
1.周慧玲(1998)。網路政治行銷策略之研究--以1997年底國、民兩黨縣市長候選人之網站為例(碩士論文)。淡江大學。  延伸查詢new window
2.Gopal, Y.(1996)。Selling in cyberspace: An investigation of modality effects on cognitive processing of persuasive communication on the internet，Athens, GA。  new window
3.Martin, M. M.(1992)。The Affinity-Seeking Process in Initial Interactions (Interpersonal Communications)，沒有紀錄。  new window
4.Mitchell, W. S.(1994)。Affinity-seeking strategies used by politicians，沒有紀錄。  new window
5.Smith, R. W.(1998)。A Theory of Affinity-Building: Salesperson's perceptions of communication practices in developing relationships，沒有紀錄。  new window
6.Steuer, J.(1994)。Vividness and source of evaluation as determinants of social responses toward mediated representations of agency，CA。  new window
圖書
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其他
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圖書論文
1.Tedesco, J. C.、Miller, J. L.、Spiker, J. A.(1998)。Political campaigning on the information superhighway: An exploration of content and form。The electronic election。NJ：Lawrence Erlbaum。  new window
2.Rafaeli, Sheizaf(1988)。Interactivity: From New Media to Communication。Advancing Communication Science: Merging Mass and Interpersonal Processes。Sage。  new window
3.Kling, R.(1996)。Hopes and Horrors: Technological Utopianism and Anti-utopianism in Narratives of Computerization。Computerization and controversy: Value conflicts and social choice。Boston, MA：ACADEMIC PRESS。  new window
 
 
 
 
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