以議題設定構框

Agenda-Setting as Framing

羅煒森(Wei-Shen Lo)

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(2014年)

https://doi.org/10.6843/NTHU.2014.00598

摘要

在現今社會，是個重視人民聲音與自主的時代，因此政策行銷是一個非常重要的政治工具。其中「議題設定」（Agenda-Setting）在媒體的佈局上對於政策有莫大的影響。政治家和領導人可以經由公開設定某些特別的議題，來告訴人們該想什麼，進而得到動員群眾的力量，借此推廣其想要執行的政策。大眾媒體中的報章雜誌，是議題設定的重要媒介。政府官員通常有許多面對媒體或群眾的機會，在公開場合、網路社群、媒體雜誌採訪等等來強調、型塑議題的方向。透過媒體持續不斷的報導某些重大議題，並引發一連串議題討論，會讓議題變得更具爭議性，可以對聽眾或讀者產生類似「催眠式」或是「洗腦式」的動員與改變效果。（洪世章、曾詠青, 2013） 1972年，Maxwell McCombs與Donald L. Shaw為議題設定一詞開啟了迄今超過三十餘年（1972-現今）的研究途徑。然而議題設定一詞並非McCombs與Shaw所獨創，非這兩人最早提出，也非這兩人所獨有，只是因為這三十餘年來的文獻積累與既定論述，使得議題設定成為McCombs與Shaw的代稱。 經由不斷地尋找資料與參考文獻，學生期望能整理出整體完善議題設定的理論。因此本研究論文希望規劃出： 1.構框下完整的議題設定 2.議題誘因、事件如何引導議題設定 3.政策（行銷）議題設定過程 4.現今研究的趨勢 5.現今議題設定研究的障礙 關鍵字：議題設定、構框、議題誘因、事件、設定障礙、政策行銷、說服

關鍵字

議題設定 ； 構框 ； 議題誘因 ； 事件 ； 政策行銷

並列摘要

In today's society, it is a great importance to the people's voice and autonomy era, so the marketing policy is a very important political tool. While "Agenda-Setting" in the layout of the media, has a great influence on the policy. Politicians and leaders can set some particular through public agenda, telling people what to think, and then get the strong power to mobilize the masses, thereby promoting policies they want to perform. Mass media in newspapers and magazines, the media agenda setting is important. Government officials often have many opportunities to face the media or the masses, in public, online communities, media magazine interview, etc. to emphasize issues shaping the direction. Continuing coverage of certain major issues through the media and sparked a series of topics for discussion, will become more controversial topics, listeners or readers can have a similar "Hypnotic" or alter the effect of mobilization and "brainwashing" in.（Hung & Tseng, 2013）
In 1972, Maxwell McCombs and Donald L. Shaw term Agenda-Setting for the order to open far more than three dozen years（1972-Current）research avenues. However, the term Agenda-Setting that McCombs and Shaw are not original, first proposed that the two non- nor unique to these two people, just because of more than thirty years with the established literature plot cumulative discourse, making agenda setting becomes McCombs and Shaw 's in lieu of that.
By constantly looking for information and references, I hope to sort out the issues set theory as a whole to improve. So I will be planned out that this essay：
1.A complete set of issues under the framing.
2.Agenda incentive, how to guide agenda by events.
3.Policy（Marketing）agenda-setting process.
4.Trends of the current study.
5.The current research topics of obstacles.

Keywords: Agenda-Setting, Framing, Agenda incentive, Events, Setting barriers, Policy marketing, Persuasion

並列關鍵字

Agenda-Setting ； Framing ； Agenda incentive ； Events ； Policy marketing

參考文獻

王啟明，2012，「 國際社會化與研究議題設定之分析」，全球政治評論，(40)， 67-88。

張耀仁，2006，「跨媒體議題設定之探析：整合次領域研究的觀點」，傳播與管理研究。

郭陽道，1979，「新聞媒介議題設定理論的理論及其研究趨勢」，新聞學研究。

Adams, B. 2004 „Public meetings and the democratic process‟. Public Administration Review 64: 43-54.

Ansari, S. M., Fiss, P., & Zajac, E. J. 2010. Made to fit: How practices vary as they diffuse. Academy of Management Review, 35(1), 67–92.