政大機構典藏-National Chengchi University Institutional Repository(NCCUR):Item 140.119/158745

政大機構典藏-National Chengchi University Institutional Repository(NCCUR):Item 140.119/158745

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Title:	當軍人也可以當女人－國軍招募員的自我性別呈現 Being a Soldier and Woman：Gender Performances of Military Recruiters in R.O.C. Armed Forces
Authors:	謝沛宸 Hsieh, Pei-Chen
Contributors:	李怡志 Li, I-Chih 謝沛宸 Hsieh, Pei-Chen
Keywords:	國軍性別角色人才招募社群媒體焦點團體軍人形象自拍 ROC Armed Forces Gender Roles Military Recruitment Social Media Focus Groups Military Image Selfies
Date:	2025
Issue Date:	2025-08-04 15:27:18 (UTC+8)
Abstract:	本研究探討性別如何影響國軍招募員在社群媒體上及實體招募活動的性別角色敘事與招募策略，並分析性別在吸引受眾、建立互動與促成招募過程中的角色與限制。研究採用焦點團體研究法，透過三場焦點團體訪談男性與女性招募員各自的職務經驗與社群操作後再進行編碼分析。研究結果顯示，國軍招募員性別特質雖有助於在社群媒體上吸引受眾目光、促進初步互動，成為招募溝通的起手式，但真正能完成招募轉服與建立信任關係的關鍵，仍在於招募員的專業表現與互動態度。此外，研究發現國軍組織文化、軍人形象、社群媒體及招募策略分別與性別形成動態交織的關係網絡，涵蓋性別篩選邏輯、性別化展演和性別偏好，亦驗證性別為貫穿整體軍事招募文化的重要核心。而招募員的性別角色敘事，從自拍文化與性別表演的再現也加深了軍人形象的性別化。最後研究建議國軍在規劃社群媒體招募策略時，應強化專業內涵的呈現，並正視性別再現與風險治理的挑戰，以建立更具代表性與包容性的軍人形象，並提升招募人才的效益。 This study explores how gender influences the role narratives and recruitment strategies of military recruiters in the Republic of China Armed Forces (ROC Armed Forces), both on social media and in offline recruitment activities. Using focus group interviews and content analysis, this research gathers the experiences and practices of male and female recruiters through three focus groups and applies grounded theory for coding and analysis. Findings indicate that gender characteristics can help attract attention and facilitate initial interaction on social media, serving as an entry point for recruitment communication. However, the key to successful recruitment conversion and trust-building lies in the recruiters’ professional competence and quality of interaction. Furthermore, the study reveals that organizational culture, military image, social media, and recruitment strategies form an interwoven network with gender, encompassing gendered screening logic, performative representations, and gender preferences. These findings affirm gender as a central element in shaping contemporary military recruitment culture. Additionally, recruiters’ gender role narratives—amplified through selfie culture and gender performance—further reinforce the gendered construction of the military image. The study concludes by suggesting that future military recruitment strategies on social media should emphasize professional substance, critically engage with gender representations, and address risks related to public image governance, thereby fostering a more inclusive and representative image of military service and enhancing recruitment effectiveness.
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Description:	碩士國立政治大學傳播學院碩士在職專班 111941022
Source URI:	http://thesis.lib.nccu.edu.tw/record/#G0111941022
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Appears in Collections:	[EMA Program in Communication] Theses

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