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    政大機構典藏 > 傳播學院 > 新聞學系 > 學位論文 >  Item 140.119/99518
    Please use this identifier to cite or link to this item: http://nccur.lib.nccu.edu.tw/handle/140.119/99518


    Title: 社交中介的政治危機傳播─候選人形象修復策略與新聞媒體、Facebook粉絲專頁的互動關係
    Social-mediated political crisis communication: The interplay of the candidate’s image restoration strategies between news media and Facebook fanpages.
    Authors: 李瑞娟
    Contributors: 鄭宇君
    陳百齡

    李瑞娟
    Keywords: 社交中介危機傳播模型
    形象修復理論
    形象
    網絡分析
    柯文哲
    混和媒體系統
    Date: 2016
    Issue Date: 2016-08-02 15:47:21 (UTC+8)
    Abstract: 每逢國內各大選舉,政治攻擊層出不窮,許多候選人危機溝通不佳而最終敗選。資訊串連快速的社群媒體時代,候選人如何因應這些危機並獲得選民的諒解與支持,可能就是選舉勝敗的關鍵。當前的媒體系統混和了大眾媒體與社群媒體的運作邏輯,兩者並存也相互影響,然而大多數危機傳播研究缺乏網路民意的測量和分析手段,因此本研究以社交中介危機傳播模型(SMCC)以及形象修復理論為架構,不僅評估候選人的危機溝通成效,也探討候選人、新聞媒體、Facebook粉絲專頁三者間的互動,描繪出危機資訊於不同媒體平台間的傳遞過程。
    2014年無黨籍市長參選人柯文哲,化解多個政治危機並贏得台北市長選舉,本研究挑選柯文哲的危機溝通為個案。研究問題主要有三大架構:一、候選人形象修復策略;二、候選人投射與被認知形象;三、危機溝通與媒體邏輯間關係,了解某些發言者於社交中介的危機傳播過程中,能成為顯著意見領袖的原因。本研究綜合內容分析法、網絡分析法以及論述分析法,分析柯文哲陣營新聞稿、國內四大報新聞報導以及5個政治性後援Facebook粉絲專頁的相關貼文。
    研究結果發現,新聞媒體偏好候選人採取「單純否認」、「反擊對手」策略,而粉絲專頁則偏好「推給他人」策略,雖然沒有一個形象修復策略,皆能在兩媒體平台達成危機溝通成效。然而,若將策略與危機情境配對,新聞媒體與 Facebook 粉絲專頁皆偏好候選人採取高抗辯、將危機責任歸於外部的危機溝通策略。柯文哲將其形象設定為具有「道德品行」、「可信度」,Facebook粉絲專頁卻仍認知他有「經驗」的形象,而新聞媒體認知的形象為「可信度」高,並且具有「領導能力」、「有傲人背景」。
    本研究證實,粉絲專頁與新聞媒體引用行為的確有很大差異,但新聞媒體依然是Facebook粉絲專頁於政治選舉非常重要、具有公信力的資訊來源。本研究貢獻在於,描繪出社交中介的危機資訊傳遞過程為發言者—新聞媒體—意見領袖—Facebook粉絲專頁,重要的利害關係人需透過媒體報導才能成為社群的意見領袖。競選實務上,本研究建議候選人進行政治危機溝通時,邀請與個人背景高度相關的同儕代言,能在Facebook粉絲專有更佳的影響力,而新聞媒體偏好引述候選人配偶,配偶能適時搭配候選人陣營的形象修復策略,將使危機處理更具可信度。
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    Description: 碩士
    國立政治大學
    新聞學系
    102451009
    Source URI: http://thesis.lib.nccu.edu.tw/record/#G1024510091
    Data Type: thesis
    Appears in Collections:[新聞學系] 學位論文

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