新媒體時代對國軍新聞處理之影響-以國防部發言人臉書為例

隨著網路科技快速發展，社群媒體 (social media) 已然成為一種新興公關工具，也為傳統新聞媒播方式注入一股新血，相對國軍而言，在新聞處理上是一種危機，亦是一種轉機，危機在於更多對國軍負面評論透過各社群網站迅速傳達，迫使國軍必須疲於應付，而轉機則在於國軍更可善用此一資訊平臺，靠著創意與善意，化痛點為亮點，藉此建立國軍新形象。臉書 (Facebook) 是我國國防部門廣泛運用的新媒體平臺，是軍隊執行政策溝通、爭取民意支持的重要管道，本實驗採網路問卷調查設計，檢視「國防部發言人」粉絲專頁使用者族群的整體使用狀況。本研究探討包括：「國軍運用新媒體之現況」、「國防部發言人臉書專頁之功能」、「針對國防部發言人臉書專頁使用狀況，提出研究成果與建議」等。結果發現，「國防部發言人」粉絲專頁目前已有初步成效，惟對於專頁網友留言有「蓋歪樓」、「劃錯重點」或「政治議題」等偏離主題言論現象時，該粉絲專頁均不予回應及處置，倘若選擇逃避，實非善意之舉。

關鍵字

新媒體；危機；臉書；社群網站

並列摘要

With the rapid development of Internet technology, social media has become an emerging public relations tool, and it has also injected a new blood into the traditional news media. Compared with the national army, it is a crisis in news processing. It is a turning point. The crisis lies in the fact that more negative comments on the national army are quickly transmitted through various social networks, forcing the national army to be tired of coping, and the turning point is that the national army can make good use of this information platform, relying on creativity and goodwill. The pain point is a bright spot to establish a new image of the national army. Facebook is a new media platform widely used by China's defense departments. It is an important channel for the military to implement policy communication and support for public opinion. This experiment uses the network questionnaire design to examine the "Defense Ministry spokesperson" fan page users. The overall use of the community. The research includes "the current situation of the use of new media by the national army", "the function of the Ministry of Defense spokesperson's Facebook page", and "the research results and recommendations for the use of the Facebook section of the Ministry of Defense spokesperson". As a result, it was found that the "Ministry of Defense" spokesperson's fan page has achieved initial results. However, when the page users' comments have "degraded", "mistaken focus" or "political issues", the fans are deviated from the topic. The special pages are not responded to and disposed of. If you choose to evade, it is not a good move.