政治領袖公共演說之傳播策略與效果－陳水扁與馬英九“總統罷免案”電視演說個案分析

本研究以2006年6月「總統罷免案」推動期間，朝野政治領袖陳水扁與馬英九所發表的〈向人民報告〉以及〈與人民對話〉電視演說為個案，透過文本內容與外部分析，探討其公共演說之傳播策略與溝通效果。研究發現，兩場電視演說均可運用語藝學者Ware與Linkugel(1973)所提出之「自我辯護策略」類型加以解構；其中陳水扁結合「革新性」與「移轉性」策略作為其「解釋－攻擊」之基調，而馬英九則強調「區隔」與「超越」策略。其次，由於兩人於罷免案中政治性、制度性與論述角色之不同，因此在其演說受眾之設定上，亦呈現出相當大的差異。此外，在傳播效果方面，本研究發現兩人的電視演說均未達到預期的溝通效果。

關鍵字

公共演說；總統罷免案；自我辯護策略；陳水扁；馬英九

並列摘要

This study examines the televised speeches by President Chen Shui-Bian and KMT Chairman Ma Ying-Jeou during the presidential recall motion in June 2006. The study applies textual and external analyses to uncover the communication strategies of the two political leaders' public speeches and their consequent effects. The study found that both Chen and Ma's speeches can be analyzed with the apologia typology of ”self-defense strategies” proposed by Ware and Linkugel (1973). In particular, Chen's speech skillfully combines both ”reformative” and ”transformative” strategies as the basis for ”explanation-attack,” while Ma's speech emphasizes ”differential” and ”transcendence” strategies. Next, owing to their unique political and institutional roles in the presidential recall attempt, Chen and Ma’s speeches also differ with regard to their intended audiences. Furthermore, the findings reveal that neither Chen nor Ma's speech achieved the expected communication effects.