資料圖文化對社群媒體傳播影響力之研究

隨著網路媒介生態的改變，網路社群媒體的興盛，政府對人民的溝通也順應時勢有所變化，現已成為政府即時與民眾溝通的重要管道之一。政策溝通是政策順暢推動的重要關鍵，因為民眾所接收到的訊息及產生的認知直接影響他們的行為反應，這也是以民眾為本的互動雙向溝通，政府必須要運用適合的行銷工具與民眾進行溝通，達到政策資訊有效的傳達。資料圖文化的傳播溝通效果勝於單純文字的表達，在社群媒體中，若文本的描述再加上圖像的配合，可使閱讀者的關注力提高進而參與討論，從而提升對政策的了解程度；對於複雜問題，資料圖文化有助於提供淺顯易懂的資訊，藉由資料圖文化在社群傳播之影響力，往往可收事半功倍的溝通成效，讓民眾快速理解政策內涵。根據本研究結果發現：1.有圖像搭配的訊息所吸引讀者的視覺效果的確遠大於純文字的訊息，配合不同訊息種類所使用的圖片文字搭配也會有所不同，對於自我形象塑造，個人風格、處事及作風等方面，使用素雅簡單的圖片和文字搭配較能彰顯個人特質；反之如攻擊性、目標性明確的主題訊息則適合使用鮮豔有個性的圖片和文字搭配，視覺吸引力較強。2.建議圖文化在社群媒體傳播上要發揮最大效益，應考量到社群媒體的傳播特性，去量身定做要表達的訊息內容，讓讀者願意主動轉貼達到『病毒式行銷』的效果，其編排形式避免文字過於細小，過於細小的文字無法讓讀者觀看清楚，字數最好限制在20字左右，基本配色最好不超過三色為原則，過多的字體與配色容易模糊焦點，訊息應簡潔明瞭，文字部分避免過長，重視圖像的閱讀特性，以大量的圖文搭配吸引讀者瀏覽，並提供讀者分享，達到最佳傳播宣傳之目的。

關鍵字

資料圖文化；政策溝通；網路社群媒體

並列摘要

With the change of the Internet media ecology and the prosperity of Internet social media, the communication between the government and the people has also changed in accordance with the times, and nowadays it has become one of the important channels for the government to communicate with the people. Policy communication is an important key to the promotion of policies, because of the information received and the cognition generated by the public directly affect their behavioral responses. This is also a two-way communication based on public interaction. The government must use appropriate marketing tools to communicate with the public. Information Visualization is better than simple words. In social media, if the description of text and the cooperation of images can increase the attention of readers, and to participate in the political discussions, more easily to improve their understanding of policies. With the influence of the Information Visualization, communication can often be achieved with half the effort, allowing the public to quickly understand the connotation of the policy. This research will also discuss the propaganda content and the presentations of infographic culture used by the different political parties, and then use content and text analysis to compare and explore the posts of politicians, in order to respond this research question. This research sample uses the Facebook dynamic posts of President Tsai Ing-wen and Mayor Ko-WenJe to conduct cross-comparison of posts of the same type, so as to understand the communication style and influence of political figures of different parties in the political information visualization.