新興媒體—網際網路之崛起與普及,影響了近半個世紀以來人類社會傳播溝通之模式,並具有逐漸取代傳統大眾媒體之發展趨勢。而在Web 2.0時代,社群網站Facebook急遽發展,成為人際互動的重要媒體,也成為不同領域各種產業的重要行銷工具。二〇〇八年美國總統大選中,歐巴馬(Barack Obama)陣營的網路選戰策略之一,便是在整體競選過程中使用社群網站Facebook進行政治傳播,而其運用網路的成功經驗和競選結果,更成為世界各國選戰團隊爭相仿效的網路選戰範例。 本論文以2010年高雄市長候選人陳菊之Facebook粉絲專頁—「陳菊(花媽)市長」作為個案研究對象,分析其選戰經營策略與競選傳播內容,探究易於引起粉絲反應回饋、影響粉絲認同心理與投票行為取向之傳播情境(circumstance);透過研究粉絲對於傳播內容之評價、心理認同與其投票行為,進而評估使用Facebook進行競選傳播之成效。在研究架構部份,本研究以Facebook之傳播情境作為獨立變項,粉絲認同心理作為中介變項,粉絲投票行為作為依變項,並將諸如年齡、性別、政黨偏好等其他可能影響投票行為之因素設定為調節變項,並以敘述統計與拔靴法(bootstrapping)進行分析。 研究發現,使用Facebook進行競選傳播對於粉絲投票行為有顯著影響。當候選人使用Facebook傳播的程度愈高,則粉絲的反應回饋亦越高;而當粉絲對於傳播情境的反應回饋愈正面,則其對於傳播情境與候選人所持態度與認同心理亦愈正面;同時,也愈傾向於投票支持候選人。根據本論文之研究結果,發現使用Facebook進行政治傳播,將有助建構強化粉絲之認同心理,並催化影響其投票行為。
The rise of a new media – the Internet – has influenced the mode of communication in human society for over nearly half a century, the spread and the development of the Internet is gradually replacing the traditional mass media. In the generation of Web 2.0, social networking site, Facebook, has developed so rapidly and has become an important media for interpersonal interaction and a crucial tool for marketing in various fields and different industries. In the 2008 United States presidential election, one of Barack Obama’s campaigning strategies was to use Facebook for political communication throughout the election. Obama’s successful use of Internet has now become the most popular case for other campaigning teams around the world to imitate. This research is a case study of Kaohsiung mayoral candidate Chen Chu's Facebook fan page, "Chen Chu (Hua-ma) the mayor." The study analyzes the web campaigning strategy and the content of political communication; the study also investigates the "communication circumstances" that would easily evoke fans’ feedback or would affect fans’ psychological identity, their voting tendency and behavior. Moreover, this research evaluates the effectiveness of using Facebook within the web campaign by analyzing fan’s assessment of the communication circumstance, their identity and voting behavior. According to the study framework of this thesis, the communication circumstance of Facebook is viewed as an independent variable, fans’ identity as a mediator, and the fans’ voting behavior as a dependent variable. Factors that may also affect voting behavior, such as age, gender, political party preference, are regarded as moderators. Besides, descriptive statistics and bootstrapping is used for further analysis. It is founded for this thesis that the use of Facebook for campaigning communication has a significant effect for fans’ voting behavior. The more a candidate uses Facebook for propagation, the more response feedback are generated form fans; when the fans have more positive feedback on communication circumstance and the candidate, their attitude and psychological identity are more positive as well. Simultaneously, fans are more inclined to vote for that candidate. According to this research, using Facebook for political communication is beneficial for constructing and strengthening fans’ recognition and psychological identity, and also for catalyzing and affecting their voting behavior.
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