社會媒體與族群印象之初探研究

The exploratory research of social media and ethnic image

劉宜君(I-Chun Liu)

《第十屆發展研究年會　台灣經驗2.0：在地與全球的發展研究與實踐》 2018 (2018/10) Pp. 807-833

https://doi.org/10.6392/ACDS.201810.0031

摘要

媒體形式的改變，創造新的語言與新的編碼方式，透過傳播的力量，影響意象的形成。新媒體的傳播影響力為社會創新與改變的重要推力，隨著新媒體平台興起後，透過公開且即時互動平台引發的文字討論，在平台擴散，加速對於資訊的流通與互動，以及對於議題的熟悉度。隨著電子化系統的廣泛運用，大數據被產生和儲存，開啟新的分析與研究可能性。因此，本研究嘗試以客家、原住民、新住民三個族群的關鍵字為案例，透過大數據資料分析平台，瞭解不同族群的印象與議題在新媒體的出現頻率、態樣與呈現內容，探討新媒體與族群印象的關係，包括說明議題的熱門度、擴散度、互動度，熱門頻道與熱門議題，以及呈現的情緒，觀察社會媒體對於不同族群的印象與認知。研究發現從社會媒體的途徑觀察客家、原住民、新住民三個族群議題，屬於「低熱度、擴散初期、觀感正面」的議題。建議可透過大數據分析方式多元化瞭解族群意象的形成，獲得有別於結構資料的觀察，以及若要強化社會大眾對於族群的認知與印象，可透過跨頻觀測方式，塑造族群意象與認知。

關鍵字

客家 ； 新住民 ； 原住民 ； 新媒體 ； 社會媒體

並列摘要

Changes in the form of media and creation of new languages and new coding methods can affect the formation of images through the power of communication. New media communication is an important influence driving social innovation and change. With the rise of new media platforms, text discussion triggered by the platforms' open, instant, and interactive nature spreads, accelerating the circulation and exchange of information about issues. Familiarity. Through widespread use of electronic systems, big data is generated and stored, opening new analytical and research possibilities. This study conducts big data analysis using the keywords ＂Hakka,＂ ＂Indigenous Peoples,＂ and ＂New Residents＂ to examine the frequency, appearance, and presentation of new media impressions and issues across various types of media. Group impressions, including the topics' popularity, spread, interaction, hot channels, and hot topics, as well as group sentiment toward the topics, illuminate the general impression and perception of different ethnic groups. This study took a social media observation approach and found that the three ethnic groups of Hakka, Aboriginals, and New Residents were topics of low fervor, early diffusion, and positive perception. Through analysis of big data, we can diversify the formation of ethnic images and obtain insight different from analysis of structural data. To strengthen the public's perception and impression of ethnic groups, we can shape ethnic images and perception through cross-frequency observation.