網路帶風向：2016年「還我七天假」勞基法修法個案研究

本研究試圖瞭解在多元媒體時代，政府與社運團體如何引導議題走向，帶動民意的認知，既所謂的帶風向。帶風向操作者如何取得民眾認同其論述方向並協助傳播給其他閱聽人?帶風向的策略是如何在過程中進行調整?中繼者在議題傳播過程中的角色?以及符碼的使用是否有助於議題傳播?帶風向的操作過程對於外界來說是隱晦不明，對於內部成員來說也可能是自我無法察覺的行為，本研究訪談勞基法修法的相關人員，包括政治幕僚、記者與社運團體，透過訪談資料的分析，並輔以數據資料的分析，來勾勒出帶風向的操作機制。研究結果發現，帶風向的操作成功與否，取決於操作者給予閱聽人的信任感強度，帶風向除了引導閱聽人對議題的態度，也可以稀釋對方的論述。其次，組織的架構與決策的彈性決定對議題反應的速度;再者，符碼的使用有助於吸引閱聽人的關注與理解，也方便閱聽人與中繼者的轉傳與分享。最後，中繼者除了有助於議題傳播外，也可能在傳播的過程中重新進行議題設定，讓距離核心行動者較遠的閱聽人偏離風向發起者的核心價值。帶風向的操作除了媒體使用的選擇外，也應該注意傳播網絡上個人節點的影響力與變化，才能將媒體使用效益極大化，提高帶風向的效益。

關鍵字

帶風向；社群媒體；議題設定；符碼；中繼者

並列摘要

The present study attempts to explore how, in the era of multimedia, governments and activist groups affect agendas and sway public opinion, an act known as “kite- flying.” The researcher explores (1) how kite-flyers ensure that the public identifies with the proposed discourse and disseminates such discourse to other audiences, (2) how kite-flying strategies are adjusted, (3) the mediator’s role during the dissemination process, and (4) whether the use of symbols benefit agenda dissemination. Kite-flying remains opaque to external parties and may also be an imperceptible to internal members. The researcher interviewed personnel involved in the amendment process of the Labor Standards Act, including political staff members, journalists, and members of activist groups. By analyzing qualitative and quantitative data, the operating mechanisms for kite-flying are elucidated. The results indicate that the success of kite-flying depends how much the audience trusts the kite-flyer. Other than affecting attitudes toward an agenda, kite-flying can also be used to dilute apposing discourses. Additionally, an organization’s reaction speed toward agendas depends on its organizational structure and decision-making flexibility. Furthermore, the use of symbols effectively captures the audience’s attention, enhances their understanding of the agenda, and benefits dissemination and sharing. In addition to facilitating agenda dissemination, mediators may also reposition the agenda, enabling audiences further away from the core action to deviate from the core value of the kite-flyer. Other than recognizing kite-flying as a tool for the media, attention should also be paid to changes in individual points of the dissemination network, thereby maximizing the benefits of kite-flying in the media.