農業新聞議題與內容之臉書讀者偏好分析：以上下游新聞市集、農傳媒、食力為例

食品安全的問題頻頻發生，許多食品企業皆被揭露出所生產之產品具有危險物質，使得農業議題受到社會大眾關注。為了讓農業新聞媒體更有效地制訂內容策略，本研究目的：（一）探討農業新聞媒體的臉書讀者偏好之農業新聞議題類型；（二）探討農業新聞媒體的臉書讀者所偏好的農業新聞內容之差異；（三）探討農業新聞之讀者人口特性。本研究運用Fanpage Karma 和Python Facebook SDK 獲取上下游新聞市集、農傳媒以及食力之數據資料，其中包括新聞文章連結、新聞內容，以及每篇新聞文章所擁有之讚數、留言數、分享數和粉絲成員之人口特性資料（性別、年齡等）。透過使用單因子變異數分析檢測讀者對新聞議題之偏好，以及運用質性內容分析法對受讀者偏好之新聞內容進行分析。研究結果發現，上下游新聞市集的人物與歷史及吃安心、農傳媒的新農鳴，以及食力的食加工最能獲得消費者認同，及進行留言或分享。上下游新聞市集「人物與歷史」議題之讀者偏好具有激勵性及溫馨故事之新聞內容；而「吃安心」議題之讀者偏好揭露黑心食品及廠商之新聞內容；農傳媒「新農鳴」議題之讀者偏好政策發佈與細節說明之新聞內容；而食力「食加工」議題之讀者偏好食品詳細製作流程及原料介紹之新聞內容。另外，農業新聞的男性讀者多於女性讀者，居住地為北部地區最大宗。本研究之研究結果可供農業新聞媒體進行農業相關議題報導時作為參考，以掌握讀者對議題與內容之偏好並有效地制訂內容策略，提升新聞文章之閱讀人數與流量。

關鍵字

新聞議題；讀者偏好；農業新聞媒體；臉書

並列摘要

Issues of food safety have occurred frequently. Several food companies exposed to the hazardous substances of their products and give rise to concern of public to the agricultural issues once again. However, the preference of reader to the agricultural news is still undiscovered. In order to find out the reader’s preference of agricultural news topic and content, this study employ “Fanpage Karma” and “Python Facebook SDK” to capture the data from the date of fan page established to December of 2017. The data include the news links, content, number of likes, comments and share, and background information of fans from Facebook fan page of “News&Market”, “Agrihavest” and “FoodNext”. ANOVA analysis and content analysis adopted to analyze the data. Results showed that “Character and History” and “Ease to Eat” in News&Market, “New Agricultural News” in Agrihavest and “Food Processing” in FoodNext are more attracted by reader of agricultural news. Readers who prefer to the news in “Character and History” are to be partial to content of incentive and comfort story. Besides, readers who prefer to the news in “Ease to Eat” are to be partial to content of expose the vicious company. In addition, readers who prefer to the news in “New Agricultural News” are to be partial to content of agricultural policy introduction. Moreover, readers who prefer to the news in “Food Processing” are to be partial to content of food production details. The ratio of male reader is greater than female. Majority of reader’s location is “Taipei City”. Results can be an indicator by agricultural news media to draw up a content strategy and increase the traffic of news.