社群媒體情境下的賦名策略： 對川普推文的紮根研究

When Trump Tweets: Framing in Social Media

高鎬(Gao, Hao)

指導教授 ： 洪世章

國立清華大學/科技管理學院/科技管理研究所/碩士(2020年)

摘要

本文提供了社群媒體情境下有關賦名策略的新見解。賦名過程對於那些試圖與利益相關者取得共識、促進行動的公司管理者和政府官員而言非常重要。數字化媒介及其相關制度安排，比如Facebook，WeChat，Twitter等在提供全新溝通環境的同時，也對行動者話語表達和深度文化認知帶來新的挑戰。以美國總統川普的推文為研究對象，我們描述了社群媒體情境下的四大賦名策略，它們分別是風格化、論證化、同一化和聯結化。同時，我們也發現在不同的話語主題諸如政治、社會、經濟、國家安全、外交和媒體等情境下，上述賦名策略之組合呈現出差異性。

關鍵字

賦名過程 ； 社群媒體 ； 制度邏輯 ； 推文

並列摘要

This article offers a new understanding of the framing as a discourse strategy in social media. Framing is important not just to managers and executives, but also to state officials who around the world are struggling to communicate policies to build consensus and mobilize action. The trend towards an open and digital world not only brings further new challenges to this framing process taking place in such social media as Facebook, WeChat, and Twitter but also brings new challenges to the process of actors’ discourse expression and deep cultural cognition. Based on the case study of President Trump, we identify four types of framing in the social media context, which includes Stylization, Argumentation, Consensualization, and Connection. We show that framing on Tweets is likely moderated by various policy issues ranging from, politics, society, economy, security, diplomacy, to media.

並列關鍵字

framing processes ； social media ； institutional logic ； tweets

參考文獻

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