量身定做不同類型的政策溝通：以公部門運用Facebook溝通之三個政策個案為例

因應資通訊技術發展，Web 2.0概念導入公部門後，公部門也開始使用Facebook社群平台與民溝通，且在2019年開始廣受注目，創造出能與商業品牌比肩的傳播能量。有別於過往研究多半專注在社群上政策傳播的「效果」，本研究將聚焦在公部門溝通公共政策的「方法」，並回歸到政策類型的討論中，從常見的分配政策、重分配政策、管制政策等三種政策類型，分別以對應的投資台灣方案、少子化對策、108課綱三個個案作為研究對象，討論公部門如何用Facebook社群平台溝通不同類型政策。研究結果顯示，在政策內容層面，公部門常用理念型、績效型及利益型等三種內容溝通框架來溝通，其中，分配政策較常使用績效型框架、重分配政策常用利益型框架，而管制政策則更傾向用理念型框架，使用績效型框架的內容普遍成效較佳。在包裝政策的方式上，三類政策常用的有情境式框架、佈告式框架及暗號式框架等三種，在效果上，三種框架都有其傳播優勢，但暗號式框架為內容加分的效果較明顯。另外，公部門也有延續過去提到的有效社群經營方式，進一步發展出適合本地社群使用習慣的做法。

關鍵字

政策溝通；框架理論；政策類型；社群平台； Facebook

並列摘要

In response to the development of information and communication technology, after the Web 2.0 concept being introduced into the public sector, the public sector also began to use Facebook to communicate with the people, and they began to attract widespread attention in 2019, creating powerful influence comparable to commercial brands. Unlike previous studies that mostly focused on the "effects" of policy communication, this research will focus on the "methods" of public policies communication in public sectors, and go back to the discussion of policy types. This research will choose cases from three common types of policies, the distributive policy, the redistributive policy and the regulatory policy, to discuss how public sectors use Facebook platform to communicate different types of policy. The three studied cases are: Invest Taiwan (distributive policy), Low Birthrate Countermeasure (redistributive policy), and Curriculum Guidelines of 12-Year Basic Education (regulatory policy). The results show that at the level of policy content, public sectors often use three content communication frameworks: the policy concept frame, performance frame, and personal interest frame. Among them, the performance frame is used in the distributive policy more, the personal interest frame is usually preferred in the redistributive policy, and the policy concept frame is tend to be used in the regulatory policy. Contents applied with the performance frame is more popular on Facebook. At the level of presenting policies on Facebook, the episodic frame, thematic frame and cypher frame are three commonly used frameworks. Although these three types of framework present their communication advantages respectively, the cypher frame is more effective at adding extra points to social contents. In addition, public sectors have continued applying the effective community management methods mentioned in the past, and has further developed practices suitable for the local community considering the using habit of social media.