台灣心智障礙社群之媒介圖像的社會形象探究

本文主要探究台灣心智障礙者家長團體使用正向、溫暖圖像的媒體策略，在建立社會大眾眼中的心智障礙社群形象上所展現的效益。針對此議題，本文研究的重點放在挖掘、比較家長團體與社會大眾兩群體的認知模式。在研究方法上採用隱喻抽取技術（ZMET）先進行質化研究，再以結構方程模式進行量化操作。研究結果顯示，家長團體形塑心智障礙者的社會媒體形象的概念模式，包含有「社會認同」、「教育學習」與「社會關懷」三個主要面向的心智因素，而在相較家長團體形塑出的概念模式與一般大眾所認知到的媒體形象，在「社會認同」的感受程度，社會大眾展現較家長團體為高，在「教育學習」與「社會關懷」兩個因素的感受認知上則是沒有差異，這結果證實了過去多年來家長團體製作正向的圖像文宣，有助於社會大眾對弱勢社群集體形象訴求的了解，而這結果也補足了前人以採訪調查方式所未能盡到的對家長團體在圖像媒介使用情形的研究。

關鍵字

心智障礙社群；社會形象；隱喻抽取技術；心智模式

並列摘要

This study attempts to investigate the public views on the way of rendering positive and warm types of media images by parent groups for the mentally impaired. This study is focused on the mental model of parent groups in terms of the images for the developmentally disabled in media campaigns. Furthermore, this study investigates the perception of the public toward the media images portrayed by these organizations. To obtain and compare the conceptual models of these two groups, this study utilizes the Zaltman Metaphor Elicitation Technique (ZMET) to conduct qualitative and quantitative research by using structural equation modeling. The results of this study indicate that current parent group campaigns include the implicit mental elements of ＂social recognition,＂＂educational learning,＂ and ＂social support,＂ largely matching the messages received by the public. Moreover, the campaign images produced by parent groups contribute to an extent in correcting the impression of the public upon disadvantaged groups, however which finding was failed to fulfill by previous interview survey studies.