香港社會運動的跨媒體議題設定之研究--以2014年雨傘運動為例

2014年雨傘運動是香港回歸後最大規模的突發性社會運動。該運動結合虛擬空間的動員和實質空間的佔領，佔領時間長達79天，成為回歸後新型社會運動。香港主流報紙的報導和雨傘運動核心組織的社群媒體《臉書》貼文，均對雨傘運動議題表達高度關注，並透過框架的使用對該運動進行報導和闡釋，以影響受眾對於該運動的認知。本研究目的在於透過框架概念，比較分析運動組織者社群媒體和主流報紙的框架使用，以瞭解兩類媒體之間在框架使用上的關聯性，進而驗證雨傘運動中是否存在跨媒體議題設定效果。本研究採用內容分析法，分析雨傘運動核心組織「學民思潮」、「學聯」和「佔中組織」所設立的三個社群媒體《臉書》的貼文內容，以及《蘋果日報》、《明報》和《大公報》等三家立場不同的主流報紙的社論、新聞報導、專題等內容，以瞭解兩類媒體在消息來源、立場和框架使用情形。另比較兩類媒體在不同階段中框架使用的互動關係，以瞭解是否存在跨媒體議題設定效果。本研究另亦透過深度訪談，以瞭解雨傘運動決策機制、組織者運用社群媒體的情況，以及對主流報紙報導和的看法。研究結果發現，雨傘運動核心組織的社群媒體與主流報紙之間在框架使用上呈現部分跨媒體流動現象。此外，階段一的主流報紙對於階段二社群媒體的框架使用具有跨媒體議題設定的效果，但社群媒體對於主流報紙則不具議題設定效果。

關鍵字

社會運動；雨傘運動；社群媒體；框架；跨媒體議題設定

並列摘要

The 2014 Hong Kong Umbrella Movement is the largest unplanned social movement since its handover to China in 1997. It is also a new style of social movement through combing virtual mobilization and physical occupation for 79 days. The mainstream newspapers and the core Umbrella Movement organisers express their concerns about the Movement respectively through their reportage and the posts of social media Facebook. The two media also use frames to report and explain the Movement to influence the acknowledgement of the public on the Movement. The purpose of this study is to compare and analyse the frames used by the social movement orgainisations on social media vis-à-vis mainstream newspapers to understand their correlation in order to further verify the effects of intermedia agenda-setting in Umbrella Movement. This study uses content analysis to analyse the Facebook post of the three social media accounts run by the main Movement organisers “Scholarism”, “HKFS” and “OCLP”, as well as the editorials, news coverage, the feature articles, etc., of three mainstream newspapers: Apple Daily, Ming Pao and Ta Kung Po, to understand the interaction between the two media in the citation of information sources, position expressions and frame use. This study also compares the interaction between the use of frame of the two media in different stages of the Movement. In-depth interviews are also conducted in the study in order to understand the decision-making mechanism of the Movement, how the organisers used social media and their views on the mainstream newspapers. The results of the study show that an intermedia flow phenomenon exists partially between the social media and the mainstream newspapers in the usage of frames. The mainstream newspapers in Stage One can set the agenda of the social media in Stage Two, yet the social media cannot set the agenda for the mainstream newspapers in the whole process.