八八水災救災過程中馬團隊對外傳播的檢討與啟示

A Study of External Communication on Ma Administration's Relief Efforts to the Crisis of Typhoon Morakot

溫偉群(Wei-Chun Wen) ； 游梓翔(Tzu-Hsiang Yu)

《選舉評論》 8期 (2010/06) Pp. 1-17

https://doi.org/10.30075/TJER.201006.0001

摘要

2009年8月的莫拉克颱風除了造成嚴重的「八八水災」，也成為上任年餘的馬英九團隊所面臨的一場政治災難。由於救災過程的緩慢與混亂，馬團隊受到國內輿論的強烈抨擊，令人意外的是向來對馬英九頗為友善的國際媒體也加入戰局，對馬團隊進行毫不留情的批判。本研究就在從對外危機傳播的角度，探討馬團隊在災後為何會成為國際媒體的眾矢之的。研究應用了「形象修護理論」(image repair theory, IRT)，從五大發言策略（否認、卸責、止痛、改正與承擔）的角度評估救災過程中馬英九及其團隊成員呈現在媒體前的言行並提供改進建議。研究者指出，在危機傳播中政府團隊或本地媒體應避免過度膨脹國外媒體的角色。政府團隊也應做好形象修護以爭取本地媒體比較正面的報導方向，這方面研究者建議政府團隊可以在發言中增加「改正」與「承擔」的比重，並根據事實在「否認」、「卸責」與「止痛」上作適當辯護。本研究也認為尋求或接受外國援助對整體形象修護將有正面幫助。

關鍵字

八八水災 ； 危機傳播 ； 形象修護 ； 馬英九團隊

並列摘要

Typhoon Morakot in August, 2009 caused a catastrophic flood in Taiwan, and created a political disaster to President Ma's administration. Due to the slow and inefficient relief efforts, Ma's administration was severely criticized by Taiwanese Press as well as the international media, which had been friendly to Ma. Using the perspective of external communication, this study explores why Ma faced harsh criticism from international media. The current study applies image repair theory (IRT) to analyze the rhetoric of Ma and staffs during the relief process of Typhoon Morakot, with IRT's five strategies, including ”denial,” ”evading responsibilities,” ”reducing offensiveness,” ”corrective actions,” and ”mortification.” Researchers of this study suggest that the government should not over emphasize the role of international media during the crisis communication. This study also suggests that Ma's administration could emphasize the strategies of ”corrective actions” and ”mortification” to improve government's image in the local media. The strategies of ”denial,” ”evading responsibilities,” and ”reducing offensiveness” should be used on the basis of sufficient evidence. The acceptance of foreign aids is considered helpful to the image of Ma's administration.

並列關鍵字

Typhoon Morakot ； crisis communication ； image repair ； Ma Ying-jeou Administration

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