社群媒體對首投族政治參與影響之研究：以2020年總統選舉為例

在民主國家，民眾的政治參與是政府取得政權合法性和統治正當性的關鍵。隨著社群媒體的興起和選民結構的改變，使得選舉競爭日趨激烈。尤其社群媒體帶動公共議題發展，改變候選人的選戰策略，成為影響選舉結果的關鍵因素之一。其中年輕選民尤為社群媒體主要使用者，為爭取年輕選票，候選人利用社群媒體和年輕選民互動，宣傳政策理念，爭取支持，年輕人也透過網路認識和宣傳自己支持的候選人。為瞭解社群媒體對年輕人政治參與之影響，本文以2020年總統選舉的首投族為研究對象，應用使用與滿足理論、選擇性接觸理論及迴聲室效應理論，採取深度訪談法，探討首投族的社群媒體使用動機、內容選擇、使用型態與政治參與之間的關聯。研究結果發現：使用者選擇性接觸社群媒體，達到其動機和目的之滿足。選擇性接觸不一定直接影響到政治參與的表現，但選擇性接觸程度高者，相較選擇性接觸程度低者，較有可能參加政治活動；迴聲室效應程度高者，政治參與程度也較高，其在社群媒體建構政治立場相似的社群交友圈，談論公共議題，交流相似的政治意見，在這過程中使得自我觀點獲得強化，也提高政治參與的動機。

關鍵字

社群媒體；政治參與；使用與滿足理論；選擇性接觸理論；迴聲室效應

並列摘要

In democratic countries, the political participation of the people is the key for the government to obtain the legitimacy of the regime and the legitimacy of its rule. With the rise of social media and changes in the structure of voters, election competition has become increasingly fierce. Social media has driven the development of public issues and changed candidates' campaign strategies, which has become one of the key factors in determining election results. Young voters are the main users of social media. To win the votes of young people, candidates interact with young voters through social media to promote policy ideas and gain support. Young people also learn about and promote the candidates they support through the Internet. To understand the impact of social media on young people's political participation, this paper takes first-time voters in the 2020 presidential election as the research object. It applies Uses and Gratifications Theory, Selective Exposure, Echo Chamber Effect, through in-depth interviews, to explore first-time voters. The relationship between social media usage motivation, content selection, usage patterns and political participation of cast members. This study finds that: users will selectively contact social media to achieve their motivation and purpose; however, selective contact does not necessarily directly affect the performance of political participation, but those with a high degree of selective contact have a higher degree of selective contact. Those with low levels are more likely to participate in political activities; those with a high degree of echo chamber effect also have a high degree of political participation. They build social circles with similar political stances on social media, discuss public issues, and exchange similar political opinions. In the process, it strengthens their views and improves their motivation for political participation.

並列關鍵字

Social Media ； Political Participation ； Uses and Gratifications Theory ； Selective Exposure ； Echo Chamber Effect

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