總統大選負面新聞與第三人效果

Negative Presidential Election News and the Third-person Effect

林素真(LIN Sue-Jen)

《傳播與社會學刊》 11期 (2010/01) Pp. 71-104

https://doi.org/10.30180/CS.201001_(11).0005

摘要

本研究以2008年總統大選的負面新聞，檢測第三人效果是否會因政黨傾向及負面新聞攻擊對象的不同而有差異、負面新聞的可信度及說服力對第三人效果的影響，並探討第三人效果對選舉行為及規範負面新聞的意願之影響。本研究驗證第三人效果的強弱程度會隨政黨傾向及負面新聞攻擊的對象而有差異。負面新聞的可信度及說服力越低，第三人效果越大。第三人效果越大，投票及支持規範負面新聞的意願越強、改變投票決定的可能性越低，但討論負面新聞的行為則不受第三人效果認知差距的影響。

關鍵字

負面新聞 ； 第一人效果 ； 第三人效果 ； 選舉行為 ； 總統大選

並列摘要

Using the third-person effect hypothesis, this study investigates voters' perceptions of the effect of negative 2008 presidential election news in Taiwan and the perceptions' relationship to censorship and voting behaviors. Message desirability was determined by voters' party affiliations and the candidate under attack. An analysis on the responses from 829 randomly-sampled participants revealed that when participants saw their own candidates attacked, they reported they were not very influenced, but they said others would be. This third-person differential disappeared when they saw an attack on the candidate they disliked. Although the third-person effect did not have influence on the intentions to discuss negative presidential election news with others, a significant relationship existed between banning negative presidential election news and third-person perception level. In addition, the third-person differential was positively associated with the likelihood to vote and negatively associated with the likelihood to change voting decisions, which expands third-person behavioral domains beyond censorship issues.

並列關鍵字

first-person effect ； negative presidential election news ； presidential election ； third-person effect ； voting behaviors