探索假新聞：以滅香及年金改革事件為例

2016年美國總統大選假新聞氾濫，社群媒體的快速傳播更使假新聞議題備受關注。本論文以臺灣的滅香事件及年金改革議題為案例，採取文本分析法，觀察假新聞在相關臉書頁面的呈現型態，並分析臉書社群平台的運作機制如何影響假新聞的傳播。本論文發現，臉書上的假新聞常以合成圖的樣態出現，藉此包裝錯誤訊息，並達到揶揄諷刺時事的目的。這些經後製而更為生動的假新聞圖片，很容易就誤導其他使用者。此外，在傳播假新聞的過程中，發布者常採取聳動而吸睛的標題引人注意，因此更可能造成錯誤連結與認知。除了假新聞所呈現的內容本身具有吸引力，臉書的按讚、分享與轉貼等互動功能，也提高了假新聞的能見度。開放自由的社群平台本身即缺乏傳統資訊守門人，因此當錯誤訊息輾轉流傳到臉書時，該社群平台就像一間大型回聲室，假新聞便因社群媒體的演算法機制，不斷被複製和放大。

關鍵字

假新聞；社群媒體；臉書；滅香；年金改革

並列摘要

The discussion of fake news has caused wide concern around the world since the 2016 US presidential election. Many studies considered the phenomenon related to the operating mechanism of social media. Based on textual analysis, this paper analyzed fake news appeared on Facebook groups and fan pages related to Incense Reduction and Pension Reform. The aim of this paper is to observe the types of fake news and investigate the influence of the social media operating mechanism on the spread of fake news. Results show that fake news on Facebook often figure as a composite photo with fake narrations so as to present hoaxes or satires on current events. This kind of fake news is easy to conceal misinformation. On the other hand, sensational titles and unilaterally descriptions are being used to replace complicated issues or policies contents. This type of fake news is prone to misled users and influence their cognition toward the truth. Social media is a user-driven and community-oriented platform, but lack of information gatekeepers. Wrong messages will be easily copied and megaphoned continuously on Facebook because of the algorithm mechanism motivated by sharing, following, and clicking the Like button.