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| Title: | 誰是造浪者？社交媒體時代政治人物與社群影響者之互動關係：以柯文哲三次選舉為例
Who Are the Wave Makers? The Dynamics Between Politicians and Social Media Influencers: A Case Study of Ko Wen-je's Three Electoral Campaigns |
| Authors: | 劉宜恬
Liu, Yi-Tien |
| Contributors: | 鄭宇君
Cheng, Yu-Chung
劉宜恬
Liu, Yi-Tien |
| Keywords: | 多級傳播
社交媒體影響者
政治傳播
柯文哲選舉
混合媒體系統
網絡分析
Multi-Step Flow Theory
Social Media Influencers
Political Communication
Ko Wen-je’s Elections
Hybrid Media System
Network Analysis |
| Date: | 2025 |
| Issue Date: | 2025-08-04 15:13:41 (UTC+8) |
| Abstract: | 當代社交媒體平台逐漸成為政治傳播的核心場域，政治人物與社群影響者（social media influencers）在平台上的互動關係亦成為重要的研究議題，社群影響者不再只是單向協助政治人物擴散訊息的「造浪者」角色，亦轉變為具有策略性協作特質的關鍵節點。這種以社交媒體平台為主的政治傳播模式同時挑戰了傳統的「兩級傳播」模式，朝向「多級傳播」模式，本研究試圖以此探討臺灣政治傳播的多級傳播樣態。
在關鍵個案的選取上，本研究以柯文哲參與2014與2018臺北市長選舉，以及2024年總統大選的三次選舉期間之Facebook社群資料為研究對象，透過單一政治人物在十年間參與三次重要選舉為個案，探討政治人物與社群影響者之間的互動與共生關係如何演變，並分析社群影響者的「影響力資本」的生成、轉換與再分配。研究設計上，本文收集三次選舉期間提到「柯文哲」的公開貼文，以及柯文哲及所創立的台灣民眾黨之粉專貼文，透過網路分析方法，並採用「共同分享貼文」（co-post sharing）作為節點連結依據，建構三個選舉期間的社會網絡，並結合節點中心性指標與配文的內容分析，探討三次選舉的網絡互動模式的轉變。
本研究發現，柯文哲三次選舉期間的網絡結構呈現明顯轉變：從2014年第一次臺北市長選舉以草根支持為主的鬆散網絡、2018年臺北市長連任選舉期間為多中心的協作網絡，轉變至2024年總統大選由政黨與內容農場主導的高密集網絡。社群影響者的角色亦歷經從文化資本驅動的價值共鳴，到平台資本與政治資本結合的策略性合作，最終發展為短期化動員模式。
本研究綜合三次選舉的社群互動網絡，進一步發掘柯文哲選舉時的Facebook的多級傳播結構，歷經從「社群主導型多級傳播」到「政黨導向型階層傳播」的轉變，有些社群影響者並非是固定傳播角色，在不同時期會因演算法調整、粉絲反應與市場風向而轉變，可視為「浮動節點」概念，映照出社交媒體時代中傳播模型的動態性與多樣性，兩級與多級傳播是可隨平台規則、政治情境與節點策略靈活調整，並存於同一網絡中的混合式結構。
In recent years, social media platforms have become central venues for political communication. The interactions between political figures and social media influencers on these platforms have thus emerged as a significant subject of scholarly inquiry. Social media influencers are no longer merely one-way amplifiers that help politicians disseminate messages. Instead, they have evolved into strategically collaborative actors, functioning as key nodes within communication networks. This transformation challenges the traditional “two-step flow” model of political communication, giving rise to a more complex “multi-step flow” structure. Accordingly, this study investigates the dynamics of multi-step political communication in the Taiwanese context.
This research focuses on Facebook activity related to Ko Wen-je during three major election campaigns: the 2014 and 2018 Taipei mayoral elections, and the 2024 presidential election. By analyzing the social media interactions surrounding a single political figure across a ten-year span, the study explores the evolving symbiotic relationship between the politician and social media influencers. It also examines how influencers’ “influencing capital” is generated, transformed, and redistributed over time.
The study collects public Facebook posts mentioning “Ko Wen-je” during each election period, as well as posts from Ko himself and from the official page of the Taiwan People’s Party, which he founded. Using network analysis based on “co-post sharing” to define connections between nodes, the research constructs social network models for each electoral period. These networks are further analyzed through measures of node centrality and content analysis to assess shifts in interaction patterns over time.
The findings demonstrate a clear transformation in network structures across the three elections. In 2014, the network was loosely connected and primarily driven by grassroots supporters. By 2018, it had evolved into a multi-centered collaborative network. By 2024, the network had become highly dense and was dominated by political parties and content aggregation sites. Correspondingly, the role of social media influencers shifted from value-based resonance driven by cultural capital, to strategic partnerships that integrated platform capital and political capital, and eventually to short-term mobilization efforts.
Synthesizing these three electoral networks, the study reveals a transition in Ko Wen-je’s Facebook communication from a “community-driven multi-step flow” model to a “party-centered hierarchical flow.” Some influencers did not maintain fixed roles in the dissemination process; instead, their positions fluctuated in response to algorithmic changes, audience feedback, and market trends. This dynamic is conceptualized as “floating nodes,” which reflect the fluidity and diversity of communication models in the social media era. The findings suggest that two-step and multi-step flow patterns can coexist within hybrid communication structures that flexibly adapt to platform rules, political environments, and the strategic positioning of network actors. |
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| Description: | 碩士
國立政治大學
傳播學院傳播碩士學位學程
111464003 |
| Source URI: | http://thesis.lib.nccu.edu.tw/record/#G0111464003 |
| Data Type: | thesis |
| Appears in Collections: | [傳播學院傳播碩士學位學程] 學位論文
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