以鉅量資料取徑分析facebook候選人網路競選行為及群眾討論行為—2014台北市長選舉個案研究

競選文化隨著科技與社會的變遷，競選策略與操作方法也隨之改變，素人參政的現象開始崛起、讓網路競選成為可行的競選方式，本研究試圖以鉅量資料取徑分析輔以內容分析法，利用Netvizz撈取柯文哲粉絲專頁中一共452則動態、928600位用戶的數據以及6657707次留言互動資料、連勝文粉絲專頁中一共309則動態、253312位用戶的數據以及2525869次留言互動資料，觀察雙方宣布參選後到開票當日所有釋出訊息與群眾回覆，發現越視覺化、直覺可吸收的動態參與程度越高；釋出訊息越具體、具有個人特色，群眾反應就越熱烈；總體而言軟性資訊的參與程度較高，柯文哲專頁上的群眾對軟性資訊的反應較熱烈，連勝文版上的群眾對硬性資訊反應較熱烈；雙方版上的群眾在針對主題討論上都比較弱，大多以單純表達意見為主而非對事正反論述，細看則發現群眾在支持者的頁面上較不會深入討論，在不支持者的頁面上反而容易激起正反討論。總體而言網路競選為選舉帶來的影響，所造成的問題略嚴重於所帶來的正面意義，群眾更喜歡具個人特色的軟性資訊、候選人釋出的競選訊息也不太能激起群眾對議題的辯論。

關鍵字

鉅量資料；內容分析；選舉目的；軟性硬性資訊；理性討論

並列摘要

With technological and social change, cultural campaign, campaign tactics and methods of operation also changed, the phenomenon of laymen participating in election campaigns began to rise, making E- campaigns became a a viable method of election. This study attempts to take big data approach analysis supported by content analysis to observed the 2014 Taipei mayoral election, using Netvizz collected a total of 452 posts, 928,600 user’s data and 6,657,707 times user’s interaction data in Ko Wen-je’s fanpage, 309 posts, 253312 user’s data and 2525869 times user’s interaction data in Lian Sheng-wen’s fanpage. The study found that the more easy to read, the more intuitive understanding of the post, the higher participation it gets. The more specific and with personal characteristic, the more enthusiastic masses react. Soft information get higher interaction. The masses on Ko Wen-je’s fanpage react more relatively to soft information, the masses on Lian Sheng-wen’s fanpage react more relatively to hard information. The masses on both sides of the fan page for topics discussed are weak, most of them just simply express their views, rather than discuss the pros and cons. If take a closer look, we can see people on the fan page of who they like tend not discussed in depth, on the contrary, on the fan page of who they don’t like are more likely to arouse positive and negative discussion. Overall, the negative impact which web campaign brought is slightly greater than positive meaning it brought for the elections because people prefer personal soft information and information candidates released are difficult to arouse people debating on the subject.