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題名:E化民主的政策行銷挑戰分析:以反服貿學生運動新媒體運用為例
書刊名:中國行政評論
作者:汪子錫
作者(外文):Wang, Tzu-hsi
出版日期:2014
卷期:20:2
頁次:頁73-106
主題關鍵詞:e化民主政策行銷新媒體兩岸服務貿易協定e-DemocracyPublic policy marketingNew mediaCross-Strait Service Trade Agreement
原始連結:連回原系統網址new window
相關次數:
  • 被引用次數被引用次數:期刊(7) 博士論文(0) 專書(0) 專書論文(0)
  • 排除自我引用排除自我引用:3
  • 共同引用共同引用:23
  • 點閱點閱:315
政府推動政策行銷時,一直都是依賴各種媒體進行宣導活動,或者運用整合行銷來強化政策溝通的成效。然而Web 2.0資通科技(Information and Communication Technology, ICT)引發的新媒體變革,改變了許多傳統的政策行銷模式。進入e化民主(e-Democracy)時期,不只是政策行銷可以運用媒體,「反政策行銷」的一方也可以運用媒體來擴大政策衝突,並且迫使政府改變原有立場。本研究以2014年政府推動「兩岸服務貿易協議」政策失敗為例,個案分析「太陽花」學生運動的新媒體運用實務,並且比較政府與「反服貿」雙方的媒體運用、議題設定、政策論述等。本研究發現,社群媒體加上公民行動的反對力量,使得反對政策的學生訴求獲致階段性成功。而反對訴求藉由媒體工具使用多樣化、速變性、動員能力,都是現階段政府公共政策行銷所不足的。政府未來推動政策行銷仍然會面臨類似挑戰,應建立應用新媒體進行政策溝通的能力,展現政策行銷新的思維。
The government has been relying on the all sorts of media to promote the public policy, or using integrated marketing to improve the results of communication. However, the media revolution driven by the Web 2.0 Information and Communication Technology has changed numerous traditional marketing strategies in terms of promoting public policy. In the e-Democracy era, not only can the party in favor of the policy use media to promote, the party against the policy is also able to intensity the conflict and force the government to shift ground. This study takes examples of Taiwanese government's failure in promoting Cross-Strait Service Trade Agreement (CSSTA) in 2014, analyzes the practice of new media in the Anti-CSSTA Sunflower Movement, and compares the media utilization, agenda setting, and policy discourse in both sides. It is found in this study that the combination of social media and people's resentment against the government has achieved a rudimentary result. The diverse media tools that the opposite side uses, its flexibility, and the ability to mobilize are what government lacks with regard to marketing public policy. Similar challenges will definitely arise in the future when the government promote public policy. It is suggested that the government should create a new strategy to promote the public policy with better flexibility.
期刊論文
1.Huber, C.(2010)。Professional Learning 2.0。Educational Leadership,67(8),41-46。  new window
2.汪子錫(20110900)。在意識形態戰場吹響集結號的大陸電影政經分析  。展望與探索,9(9),53-84。  延伸查詢new window
3.Buurma, Hans(2001)。Public Policy Marketing: Marketing Exchange in the Public Sector。European Journal of Marketing,35(11/12),1287-1302。  new window
4.Kozinets, R. V.(1997)。I Want to Believe: A Netnography of the X-Philes' Subcurture of Consumption。Advances in Consumer Research,24,470-475。  new window
5.汪子錫、章光明(20130500)。警察犯罪預防政策行銷的理論與實例探析。警學叢刊,43(6)=208,47-67。new window  延伸查詢new window
6.Snavely, Keith(1991)。Marketing in the Government Sector: A Public Policy Model。American Review of Public Administration,21(4),311-326。  new window
7.Weiss, J. A.、Tschirhart, M.(1994)。Public Information Campaigns as Policy Instruments。Journal of Policy Analysis and Management,13(1),82-119。  new window
8.Prensky, Marc(2001)。Digital Natives, Digital Immigrants。On the Horizon,9(5),1-6。  new window
會議論文
1.汪子錫(2013)。警察執法與社群媒體運用策略模式探析。通識教育教學與人文學術研討會,(會議日期: 2013年11月5日)。桃園:中央警察大學通識教育中心。  延伸查詢new window
2.汪子錫(2006)。警察機關整合行銷傳播運用研究。通識教育與警察學術研討會。桃園:中央警察大學。  延伸查詢new window
圖書
1.Budd, L.、Lisa, H.(2009)。e-govemance : Managing or Governing?。UK:Routledge。  new window
2.Musser, J.、Reilly, T.(2006)。Web2.0: Principles and Best Practices。NY:O’Reilly Media Inc。  new window
3.田弘茂(2008)。兩岸交流二十年--變遷與挑戰。台北:國策研究院。  延伸查詢new window
4.汪子錫(2012)。憲政體制與人權保障。桃園:中央警察大學出版社。  延伸查詢new window
5.汪子錫(2013)。中華民國憲法概要。台北:秀威資訊。  延伸查詢new window
6.劉建廷(2014)。兩岸經濟架構協議(ECFA)的政策行銷分析。台北:致知學術。  延伸查詢new window
7.Fetterman, D. M.(2009)。Ethnography: Step by Step。London:Sage。  new window
8.陳添枝、劉大年(2010)。不能沒有ECFA--東亞區域經濟整合對臺灣的挑戰。台北:遠景基金會。  延伸查詢new window
9.Hammersly, M.、Adkinson, P.(1983)。Ethnography: Principles in practice。London:Tavistock。  new window
10.Sargeant, Adrian(1999)。Marketing management for nonprofit organizations。Oxford University Press。  new window
11.Dunn, William N.(2004)。Public Policy Analysis: An Introduction。Pearson Education, Inc.。  new window
12.丘昌泰、余致力、羅清俊、張四明、李允傑(2001)。政策分析。國立空中大學。  延伸查詢new window
13.魯炳炎(2007)。公共政策行銷理論之研究:應然面與實然面的對話。臺北:韋伯文化。new window  延伸查詢new window
14.Hood, Christopher C.(1983)。The Tools of Government。Macmillan。  new window
15.張世賢(2005)。公共政策分析。五南圖書出版股份有限公司。  延伸查詢new window
16.吳定(2008)。公共政策。臺北市:五南。  延伸查詢new window
17.翁興利(2004)。政策規劃與行銷。臺北市:華泰文化事業股份有限公司。  延伸查詢new window
18.McQuail, Denis(2000)。Mass communication theory。Sage Publications。  new window
其他
1.唐佩君(2008)。台灣電子化政府全球第二。  延伸查詢new window
2.陳怡如(2014)。學運雖然落幕新媒體才正要開始,http://www.bnext.com.tw/article/view/id/31781, 2014/04/10。  延伸查詢new window
3.陳洛薇(20140315)。總統口誤:鹿茸是「鹿耳朵裡的毛」。  延伸查詢new window
4.程平,林敬殷(2014)。張慶忠的宣布公報初稿未列入。  延伸查詢new window
5.經濟部(2013)。推動洽簽「兩岸服務貿易協議」相關說明,http://www.mac.gov.tw/public/Data/361714551271.pdf, 2014/03/10。  延伸查詢new window
6.劉麗榮(20130309)。電子化政府評比,台灣世界第8。  延伸查詢new window
7.Bowman, S.,Willis, C.(2014)。We Media: How audience are shaping the future of news and information,http://www.hypergene.net/wemedia/download/we_media.pdf, 2014/04/10。  new window
8.(2014)。太陽花學運,http://zh.wikipedia.org/zh-tw/%E5%A4%AA%E9%99%BD%E8%8A%B1%E5%AD%B8%E9%81%8B, 2014/04/10。  new window
9.張世賢(2002)。電子化政府的政策行銷,http://www.npf.org.tw/PUBLICATION/IA/091/IA-R-091-059.htm。  延伸查詢new window
圖書論文
1.Weiss, J. A.(2002)。Public Information。The Tools of Government: A Guide to the New Governance。Oxford:Oxford University Press。  new window
2.Enis, B. M.、Kangun, N.、Mokwa, M.(1978)。Public Policy Formulation: A Marketing Perspective。Readings in Public and Non-profit Marketing。San Francisco, CA:Scientific Press。  new window
 
 
 
 
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