議題設定模式與議題設定效果之研究－以林務局自然教育中心為例

The study of agenda-setting model and the Internet evaluation – Take Forestry Bureau of Nature Center as the example

張品雯(Chang Pin-Wen)

指導教授 ： 李晶

國立臺灣師範大學/運動與休閒學院/運動休閒與餐旅管理研究所/碩士(2018年)

https://doi.org/10.6345/THE.NTNU.GSLHM.047.2018.A05

摘要

林務局自然教育中心近年來積極透過網際網路對閱聽人建構議題，為了探討自然教育中心的網路媒介管理者，在對外發布訊息時所採用的議題設定模式與議題設定效果為何，成了本研究的研究動機。先以議題設定理論為基礎瞭解自然教育中心在議題設定內涵中的：傳播者、媒介、內容、閱聽人四者間的相互作用，並分別以框架設定、引導需求、預示效果瞭解自然教育中心在不同的議題設定內涵中，之議題設定效果的差異為何。研究方法首先採用內容分析法，將八間自然教育中心在 Facebook 粉絲專頁2016年1月1日至12月31日止，總計 1,526 則貼文分類至中所歸納之16個關鍵字，再與其網路管理者進行深度訪談，以瞭解其框架設定過程；並收集社群網站使用者涉入程度之結果，與透過Google Trends的關鍵字搜尋熱度的趨勢變化，瞭解閱聽人的引導需求；最後配合「林務局自然教育中心服務資源綜合分析診斷計畫」進行共 1,520 份的問卷發放，以了解各關鍵字對民眾之預示效果為何。結論主要分為三項：(一) 自然教育中心在議題設定中的內涵，傳播者依據林務局的年度施政目標做為準則；主要使用的媒介為Facebook粉絲專頁；發佈的內容可依年度施政目標的16個關鍵字做歸類；閱聽人認識中心的管道主要來自網路。(二)自然教育中心在透過網路媒介對外發佈訊息時，是採必須有效排序議題重要性的優先模式，做為其議題設定模式。(三)引導需求與框架設定之議題設定效果以社會面中關鍵字差異最大；預示效果與框架設定其議題設定效果以生物多樣性、共存共榮、森林監測等關鍵字差異最大。

關鍵字

框架設定 ； 引導需求 ； 預示效果 ； Facebook粉絲專頁 ； Google 搜尋趨勢

並列摘要

In recent years, the Forestry Bureau of Nature Center has tried its best to promote the agenda to the receivers. Therefore, in order to explore the agenda-setting model and the evaluation of Internet agenda-setting about the Nature Center. First of all, we should understand the Nature Center’s connotation in the agenda-setting: the interaction among the delivers, the channels, the contents and the receivers. Then respectively frame setting, need for orientation and priming effect to understand the Nature Center in the different agenda-setting connotation. Content analysis was first used to classify the eight centers from the Facebook’s January 1 to December 31, 2016 resepectively for a total of 1,526 postings into the 16 keywords summarized in the table. Web media managers at the Nature Centers conduct semi-stuctured interviews to understand their framework set-up process. Collect the result of the involvement of the social networking site users, as well as the trends of searching for the keywords through Google Trends, so as to understand the need for orientation of the recivers. Finally, a total of 1,520 questionnaires were issued for four groups of people for a total of 16 key questions. The conclusions can be divided into three main points: (1) The connotation of the Nature Center in agenda-setting, and the delievers are guided by the annual administration objective of the Forestry Bureau; the main use channel is the Facebook fan page; the published content can be categorized to 16 of the key goals; and its recivers of the Nature Centers’ comes mainly from the Internet. (2) Internet media managers at the Nature Center, when publisng contents through Internet channels, isPriority model that must effectively prioritize the importance of issues and set the mode as their agenda. (3) To guide the gap between the need for orientation and fram setting, the agenda set the effect of the social aspects of the largest differences in keywords; priming effect and the fram setting effect of its topics to biodiversity, coexistence and common rosperity, forst monitoring and other keywords has the biggest difference.

並列關鍵字

frame setting ； need for orientation ； prime effect ； Facebook ； Google Trends

參考文獻

王嵩音 (2010)。臺灣選民媒介使用對於候選人形象與評價之影響：傳統媒介 vs. 新媒介。 傳播與管理研究，10 (1)，3-35。

田文良 (2001)。使用者涉入對網際網路線上服務品質評量之影響 (未出版碩士論文)。國立臺灣大學，臺北市。

江義平、賴欣怡 (2014)。網路社群媒體使用者資訊分享行為探究。創新與管理，11 (1)，23-51。

吳智鴻、蔡依錞 (2014)。以科技接受模式來探討社群網站Facebook的使用意圖。人文社會學報，10 (1)，29-44。

李金銓 (2005)。大眾傳播理論 (修正三版)。臺北市：三民書局。