探討政府公部門使用網路迷因行銷政策之傳播效益

A study of the effects of the communication of meme on political marketing

林儀姍 ； 黃湘筑 ； 魏潔柔

《圖文傳播藝術學報》 2021 (2021/03) Pp. 20-31

摘要

本研究針對政府部門臉書粉絲專頁所發布的自製迷因文本，將與「政策宣導」有關的網路迷因作品分為三類：「文字改編」、「流行時事」、「情境圖」。本研究搜集314份有效樣本資料，有效回收率為95%，經統計分析後發現，政府公部門「使用網路迷因行銷政策之傳播效益」比「使用非迷因行銷政策之傳播效益」高，並且民眾對政策的「認知程度」、「情感態度」以及「反應行為」都有正面的影響；而在此三個分類之中，使用「情境圖」作為網路迷因的效果最為顯著。因此本研究得到結論為：網路迷因擁有的病毒式行銷特性能大幅提升政策宣導之傳播效益，且政府公部門使用網路迷因宣導政策能增加民眾對於政治的參與度及媒體識讀能力。

關鍵字

網路迷因 ； 政策宣導 ； 公共部門 ； 政策行銷 ； 反應行為

並列摘要

In this study, aiming at the self-made meme texts published on Facebook fan pages of government departments, we divided those meme texts into three categories: ＂text adaptation＂, ＂popular current affairs＂, ＂schematic image＂. 314 valid questionnaires were collected, with an effective response rate of 95%. The following results were obtained through statistical analysis. The communication effectiveness of using internet meme marketing policy is significantly higher than that of using non-meme marketing policy; people's cognition degree, emotional attitude and reaction behavior all have positive influence on the policy. Among these three categories, the use of ＂schematic image＂ as a network meme has the most remarkable effect. To conclude, this study describes that the viral marketing characteristics of internet memes can considerably improve the communication efficiency of policy advocacy, and the use of internet memes policy which is advocated by government departments can increase people's participation in politics and enhance their ability of media literacy.

並列關鍵字

Internet meme ； Policy advocacy ； Public sector ； Policy marketing ； Reaction Behavior