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

Analysis of Public Policy Marketing in e-Democracy Era: A Case Study of the Use of New Media in Sunflower Movement

汪子錫(Tzu-Hsi Wang)

《中國行政評論》 20卷2期 (2014/06) Pp. 73-106

https://doi.org/10.6635/cpar.2014.20(2).03

摘要

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。

關鍵字

e化民主 ； 政策行銷 ； 新媒體 ； 兩岸服務貿易協定

並列摘要

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.

並列關鍵字

e-democracy ； public policy marketing ； new media ； Cross-Strait Service Trade Agreement

參考文獻

太陽花學運，2014，維基百科，網址：http://zh.wikipedia.org/zh-tw/%E5%A4%AA%E9%99%BD%E8%8A%B1%E5%AD%B8%E9%81%8B.檢索日期：2014 年4 月10 日。

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