中華民國部隊招募程：用社交媒體提高部隊入伍意願

“Social media in Taiwan military recruitment Enhancing military careers’ attractiveness”

梅蘭(Mélanie MBANG EKOMIE)

指導教授 ： 黃介正

淡江大學/國際研究學院/國際事務與戰略研究所碩士班/碩士(2022年)

https://doi.org/10.6846/TKU.2022.00293

摘要

本文旨在評估社交媒體在小國中軍隊招募過程中的角色。社交媒體已在公共傳播和行銷傳播中被廣泛研究，並作為一種權力工具來影響大眾，例如：作為公關工具中的一部分或是軍隊部署的應用中。然而，在以往徵兵研究中鮮少採用質性研究方來評估社交媒體對其發揮的作用。

本文中探討了社交媒體作為吸引潛在應徵者（potential enlistee）工具的角色。本研究採公關理論中「雙向對等性溝通模型」（Two-Way Symmetrical Model）為研究方法，檢視臺灣軍方的Instagram頁面並加以確定當前社交媒體傳播戰略在實現招募目標的支持程度。另，必須提及的是，臺灣的地緣政治、安全和社會背景對招募精英軍事人員以及加強公眾對軍隊的支持均強化了該項目標的具體挑戰。

研究結果認為，國防部並未將武裝部隊的 Instagram 頁面作為招募政策的一部分，而是僅將其用於向公眾展示軍事活動。重點聚焦在透過具情感的話語訴諸展示對於臺灣軍隊活動專業與情感方面的強調。然，這並無益於加強軍隊的正面形象

關鍵字

社交媒體 ； 軍事 ； 招聘 ； 公共關係 ； 通訊 ； 話語 ； 品牌

並列摘要

In this study, we assess the role of social media in small power military recruitment processes. Social media has been widely studied in public communication and marketing as an instrument of power to leverage the masses, as a public relations component or in a context of military troops deployment. However, in military recruitment studies, scholars have seldom adopted a qualitative approach in assessing the role of social media and its impacts on military recruitment process.
In this thesis we explore the role of social media as a tool to attract potential enlistees. The study examines Taiwan military’s instagram pages through the lens of the public relations two-way symmetrical model, as a methodological tool, to determine to what extent the current social media communication strategy contributes to achieving recruitment objectives. Taiwan's geopolitical, security and social contexts create specific challenges to the recruitment of elite military personnel as well as in strengthening the public support in the armed forces.
The finding suggests that the Ministry of National Defense do not include the armed forces’ Instagram pages as part of the recruitment strategy but use it solely to display military activities to the general public. Emphasis is stressed on displaying the professional and emotional aspects of Taiwan armed forces activities, through an extensive use of emotional discourse (words) and “demonstration of force visuals” (pictures) which does not contribute in strengthening the positive branding image of the military.

並列關鍵字

social media ； military ； recruitment ； public relations ； communication ； discourse ； branding

參考文獻

References

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