社群媒體貼文策略研究-以台灣2021四大公投為例

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黃政豪(Cheng-Hao Huang) 查詢紙本館藏

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資訊管理學系在職專班

論文名稱

社群媒體貼文策略研究-以台灣2021四大公投為例
(Research on Social Media Message Strategy - A Case Study of Taiwan′s Four Major Referendums in 2021)

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至系統瀏覽論文 (2028-7-31以後開放)

摘要(中)

公民投票(Referendum)，簡稱公投，是公民(Citizens)對於提案、法律或政治問題的直接投票，為公民提供了在特定政策問題的決策過程中直接發言的可能性，也從而提高了後續政治決策的政治正當性。公投獲勝者的支持率會獲得顯著的提升，因此如何利用公投達成政治決策和提升政黨或個人影響力是個重要的課題。而早期的研究顯示，利用社群媒體來獲取資訊和表達政治觀點是個非常有效的工具，也有學者表示社群媒體是個用來接觸不同觀點的重要入口與管道。
本研究以台灣流量較大的社群媒體平台「PTT」和「Dcard」為對象，探究其中政治和公民投票相關的討論區中常見的貼文策略。研究結果顯示，「感性策略」中的「情緒感染」和「推廣策略」中的「資訊搜尋」策略方法在公投議題中具有顯著影響力，這與商業行銷策略研究的結果相符。感性策略利用情感內容激發社群媒體參與者的情緒，以達到支持或反對公投議題的目的。推廣策略則通過提供引人興趣的資訊，促使參與者積極參與公投活動。
感性策略和推廣策略的有效應用不僅適用於商業領域，同樣適用於政治領域。因此，建議政黨和意見領袖在確定自己對公投的立場和政治主張後，適時運用這些策略，以提高與網友互動和影響力，進而對未來的公共議題或選舉產生更多正面的影響。這樣的做法有助於增強支持者的情感共鳴，鼓勵他們更積極地參與相關議題的討論和投票。

摘要(英)

Referendum, also known as plebiscite, is a direct vote by citizens on proposals, laws, or political issues. It provides citizens with the opportunity to have a direct say in the decision-making process on specific policy issues, thereby enhancing the political legitimacy of subsequent political decisions. The winning side of a referendum gains a significant boost in support, hence utilizing referenda to achieve political decisions and elevate the influence of political parties or individuals is a crucial subject. Early studies have shown that the use of social media to access information and express political views is an extremely effective tool, and some scholars have suggested that social media is an important portal and channel for encountering different viewpoints.
This study focuses on two popular social media platforms in Taiwan, "PTT" and "Dcard", to explore common post strategies in their political and referendum-related discussion areas. The research findings reveal that the "emotional strategy" with the method of "emotional appeal" and the "promotional strategy" with the method of "information search" have significant influence in the context of referendum issues, which aligns with the results of studies in commercial marketing strategies. The emotional strategy uses emotional content to stir the emotions of social media participants to support or oppose referendum issues. The promotion strategy encourages participants to actively participate in referendum activities by providing intriguing information.
The effective application of emotional and promotional strategies is not only applicable in the business field but also in the political domain. Therefore, it is recommended that political parties and opinion leaders, after determining their positions and political claims on the referendum, use these strategies in a timely manner to increase interaction with netizens and their influence, thereby exerting more positive effects on future public issues or elections. This approach helps to enhance the emotional resonance of supporters, encouraging them to participate more actively in the discussion and voting on related issues.

關鍵字(中)

★ 社群媒體
★ 公投
★ 貼文策略
★ 自然語言處理
★ 情緒分析
★ 公共關係策略

關鍵字(英)

★ Social Media
★ Referendum
★ Posting Strategies
★ Natural Language Processing
★ Emotion Analysis
★ Public Relations Strategy

論文目次

中文摘要 i
Abstract ii
誌謝 iii
目錄 iv
圖目錄 vii
表目錄 ix
一、緒論 1
1-1 研究背景 1
1-2 研究動機 1
1-3 研究目的 4
1-4 研究問題 5
1-5 論文架構 5
二、文獻探討 7
2-1 社群媒體與政治參與 7
2-2 貼文策略 8
2-2-1 感性策略 12
2-2-2 知覺策略 12
2-2-3 推廣策略 13
2-3 社群媒體的貼文詞彙 14
2-4 自然語言處理 15
2-5 情緒分析 16
2-5-1 監督式機器學習法 17
2-5-2 字典法 17
2-6 公共關係策略 18
2-7 小結 19
三、研究方法 20
3-1 研究架構 20
3-2 研究對象 21
3-3 資料分析與處理 24
3-3-1 資料前處理 24
3-3-2 信度分析 32
3-3-3 情緒分析 35
3-3-4 內容分析 38
3-3-5 支持度分析 39
3-3-6 自然語言處理 40
四、結果與討論 43
4-1 貼文策略 43
4-1-1 貼文策略使用次數與網友回饋 43
4-1-2 影響力指標 52
4-1-3 詞彙分類結果 57
4-2 情緒分析 58
4-3 支持度分析 60
五、結論與建議 63
5-1 貼文策略 63
5-2 情緒分析 64
5-3 支持度分析 65
5-4 研究貢獻 67
六、研究限制與未來研究方向 69
6-1 研究對象 69
6-2 社群媒體 69
6-3 貼文策略種類 69
6-4 貼文與留言 70
6-5 貼文策略影響力 70
七、附件 71
7-1 四大公投說明 71
7-2 台灣全國性公民投票規定 73
7-3 公投結果 74
7-4 PTT及Dcard版規內容： 75
參考文獻 79

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指導教授

許文錦

審核日期

2023-7-19

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