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博碩士論文 etd-0801122-143158 詳細資訊
Title page for etd-0801122-143158
論文名稱
Title
候選人臉書貼文的形象預示效果:以2016年、2020年台灣立法委員候選人為例
The Priming Effects of Candidate Image on Facebook: Case Study of 2016 and 2020 Taiwan Legislative Elections
系所名稱
Department
畢業學年期
Year, semester
語文別
Language
學位類別
Degree
頁數
Number of pages
81
研究生
Author
指導教授
Advisor
召集委員
Convenor
口試委員
Advisory Committee
口試日期
Date of Exam
2022-08-25
繳交日期
Date of Submission
2022-09-01
關鍵字
Keywords
政治傳播、議題設定、社群媒體、預示效果、自我揭露
Political Communication, Agenda Setting, Social Media, Priming Effect, Self-disclosure
統計
Statistics
本論文已被瀏覽 94 次,被下載 32
The thesis/dissertation has been browsed 94 times, has been downloaded 32 times.
中文摘要
近年來,越來越多的候選人使用臉書上的貼文和競選活動影響選民。在本研究將討論候選人臉書貼文中的形象塑造策略對於網友的形象感知和回應行為的議題設定效果(agenda setting)以及議題預示效果(issue priming)。藉由考察台灣2016年以及2020年的區域立法委員選舉,本研究探討候選人是如何利用他們在臉書上所展現的個人特質、揭露私下生活以及與選民頻繁互動影響選民對他們的印象和對其臉書貼文的回應行為,來檢驗相關的研究假設。藉由對候選人在臉書上的貼文進行電腦內容分析,本研究測量了候選人貼文中所強調的特質屬性。隨後,本研究使用候選人貼文的這些特徵來預測選民評論中所表達的候選人形象感知和回應行為。
Abstract
Establishing and using public Facebook fan pages have become the most common strategy for promoting and building Taiwanese legislative election candidates’ images in recent years.
The main purpose of this case study of the 2016 and 2020 Taiwan legislative elections is to investigate how legislative election candidates’ image building on Facebook fan pages influences voters’ reactions by agenda setting effects which include priming effects and trait attributes. The researcher attempted to see how legislative candidates reveal their personalities, and personal lives on their Facebook fan pages. In addition, the researcher also attempted to find out how the frequency of interaction of candidates with voters influences their impressions.
Computer content analysis is used to test candidates’ traits and find out how candidates’ Facebook strategies can affect voters’ impressions and reactions.
目次 Table of Contents
論文審定書 i
摘要 ii
Abstract iii
第一章、緒論 1
第一節、研究背景與動機 1
第二節、研究問題 2
第三節、研究目的 3
第二章、文獻回顧 5
第一節、候選人人格特徵之概念 5
一、 「候選人人格特質形象」的重要性 5
二、 「選民對候選人人格特質感知」的重要性 5
三、 「候選人人格特質」的概念和測量方法 6
第二節、議題設定效果 8
第三節、特質凸顯策略及屬性的議題設定效果 9
第四節、屬性預示效果策略 11
一、 屬性和形象的預示效果 11
二、 預示效果的心理機制和調節因素 13
第五節、個人化和解釋水平理論下的預示效果 15
第三章、研究方法 19
第一節、內容樣本和資料搜集 19
第二節、測量的變項與使用的字典 20
第四章、資料分析與結果 22
第一節、 候選人特徵對貼文形象策略的影響 22
第二節、 候選人貼文形象策略對形象感知和回應行為的影響 25
第三節、 候選人自我揭露私生活策略對回應行為的影響 27
第四節、 候選人互動頻率及形象策略對選民回應行為的影響 29
第五章、研究結論與未來建議 33
第一節、 研究結論 33
一、候選人在臉書貼文中人格特質展現的使用 33
二、候選人在臉書貼文中揭露私人生活與人格特質策略與選民回應關係 34
三、候選人互動頻率及形象策略對選民回應行為的影響的討論。 35
第二節、 理論與實務貢獻 35
一、理論貢獻 35
二、實務貢獻 36
第三節、 研究限制與未來研究建議 37
一、研究限制 37
二、未來研究建議 38
參考文獻 39
附錄一 R語言程式碼 52
附錄二 五大人格特質字典 58
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