當前媒體匯流環境下軍事新聞傳播對社群媒體應用之研究

The Application of the Military News Communication and Social Media in the Era of Media Convergence

徐蕙萍(Hui-Ping Xu) ； 延英陸(Ying-Lu Yen)

《復興崗學報》 107期 (2015/12) Pp. 1-30

摘要

「網路執政時代來臨！」這是行政院毛治國院長甫上任時宣示的;而科技人出身的副院長張善政亦表示，將建立政府資訊立即公開的平台，讓民眾零時差零距離，暸解相關數據。於此，身為政府單位一環的國軍，該如何因應？此為動機之一。雖然社群媒體有其宣傳價值，但也由於社群媒體之特質，使其天生難以管制，也讓它成為一把雙刃劍，對於這把雙刃劍，國軍之新聞傳播上，該如何面對與應用。此為動機之二。平心而論，在當前媒體競爭激烈的環境下，復加上社群媒體的廣泛使用，以及日趨便利的各種網路與行動傳輸工具，讓公民媒體日漸茁壯。然上述狀況，都說明在當前媒體環境下，軍事新聞傳播對於社群媒體這把雙刃劍，應如何面對與應用，可謂當務之急。基於此，本研究將針對當前媒體匯流環境下軍事新聞傳播對社群媒體應用為研究主軸，且著重於國防部軍事新聞處理方面。基於上述動機與目的，本文將採用文獻研究方法，在文獻探討部分，首從本土群網路及使用者動機與需求等文獻釐清其間的轉變；並從政府公關工作該如何正視與應用社群媒體這把雙刃劍的相關文獻做闡述。繼則，從本土群媒體的發展對臺灣新聞媒體的影響作梳理；再者，將針對當前媒體環境與國軍應用社群媒體傳播作法作檢視；最後，因應當前媒體環境下國軍新聞傳播應以何種態度與思維來面對，甚至應用社群媒體，提出個人的看法與建議做結。

關鍵字

社群媒體 ； 傳統媒體 ； 政府公關 ； 軍事傳播

並列摘要

Premier Mao urged the new Cabinet to strengthen the bridge between the physical and virtual worlds by taking advantage of online technology and Internet tools including the Ministry of National Defense as he took office in 2014. The use of social media is a double-edged sword and the armed forces must be very careful to take care of it. The rise of citizen journalists contributed to the extensive use of social media and all kinds of mobile tools. Facing this kind of situation and how to deal with it are a big issue to military news communication. The purpose of this study is to use online crowd-sourcing to gather public opinions on the subject and immediately respond to issues they are concerned about and new thinking about the military news communication focusing on the application of social media practice. The approach of this study is using literature review method such as uses and gratifications research, Maslow's basic needs and consumer value theory and governmental relations and public affairs to explore the influence of the development of social media and the way how armed forces dealing with the social media. Finally, some suggestions are offered to responsible units for the purpose of reference.

並列關鍵字

social media ； traditional media ； governmental relations and public affairs ； military communication