Agenda-setting Analysis of Referendum Issue during 2004's Taiwan Presidential Campaign

2004年台灣總統大選公投議題分析

左宗宏(Tzong-Horng Dzwo)

《高應科大人文社會科學學報》 6卷1期 (2009/07) Pp. 103-116

https://doi.org/10.29888/KUASJHSS.200907.0006

摘要

本研究以議題設定理論中之第二面向為主要研究架構，針對2004年總統大選期間最受到國際、國內媒體關注之「公民投票」議題，探討並比較媒體如何報導（數量、內容）公投議題，並將之和選民的態度意見作對照分析，以瞭解媒體議題的設定數量與面向是否與民眾議題呈現正面的關連。結果發現，公投議題的報導量，不僅與民眾的議題認知重要性排序相關，而且在公投議題下的四個框架面向上，如政治事務、法律規範、台灣前途與省籍等面向，媒體和選民議題也呈現顯著相關性。議題設定理論在本研究中，再次獲得驗證，並加強了該理論在亞洲國家之總統大選期間，單一議題的應用效力。

關鍵字

議題設定 ； 總統大選 ； 公民投票 ； 台灣

並列摘要

A review of the past literature on agenda-setting theory suggests that researchers have endeavored to investigate the ability of mass media in shaping public agenda or the effects of inter-media agenda-setting regarding the number of news stories or the attributes of news stories covered by the media. Based on the first and second level of agenda-setting theoretical concepts, this study adopted ”referendum” issue, one of the most salient as well as controversial political issues during 2004's Taiwan presidential election campaign, to examine the bi-variate relationship between the media and the EBBs agendas. The findings revealed that public agenda significantly corresponded with the media agenda in terms of four attributes agendas, Politics, Lawfulness, Taiwan Unification or Independence, and Ethnicity. The research hypotheses were supported, which further consolidated second-level agenda-setting theory.

並列關鍵字

agenda-setting ； presidential election ； referendum ； Taiwan