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博碩士論文 etd-1104123-130805 詳細資訊
Title page for etd-1104123-130805
論文名稱
Title
社群媒體作為奧地利民間遊說團體的溝通工具
Social media as a communication tool for grassroots lobbying in Austria
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
53
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
2023-11-10
繳交日期
Date of Submission
2023-12-04
關鍵字
Keywords
社交媒体、基层游说、奥地利政治人物、奥地利国民议会、数字沟通
Social media, grassroots lobbying, Austrian politicians, Austrian National Council, digital communication
統計
Statistics
本論文已被瀏覽 508 次,被下載 6
The thesis/dissertation has been browsed 508 times, has been downloaded 6 times.
中文摘要
在過去十年,我們看到奧地利和世界各地的政黨和組織在社交媒體上變得越來越專業。越來越多的倡導團體和政治人物開始善用社交媒體實現他們的政治目標,其中一個方法就是基層遊說。
這篇文章的目的是總結現況,通過檢查文獻並對183名奧地利國會成員的Facebook、X(Twitter)和Instagram帳戶進行定量分析,放在奧地利的視角下看看情況。
雖然社交媒體因為互動性、促進反饋循環和實時溝通能力在動員公眾方面很理想,但對奧地利政治人物的溝通卻沒有那麼實用。即便奧地利的議會成員覺得社交媒體對他們的政治工作很重要,但他們似乎沒有充分發揮其互動的潛力。
奧地利政治人物使用社交媒體的主要動機是自我展示、快速分享簡單信息,以及與新目標受眾聯繫。儘管奧地利的國會議員廣泛使用Facebook和Instagram,但在互動和政治參與方面的利用還是有限。相比之下,Twitter則被積極用於互動,但在奧地利國會成員中的使用率並不算高。另外,年輕的議會議員在社交媒體上的互動水平並沒有明顯提升。
總的來說,來自較小、較新和左傾政黨的人在社交媒體上更加積極參與。相反地,儘管自由黨(FPÖ)是奧地利第一個善用社交媒體並在各平台上保持受歡迎的政黨之一(除了Twitter),但他們與選民的互動卻相對較少。
Abstract
Over the last decade, we have witnessed an increased professionalization of social media practices by political parties and organizations in Austria and around the world. Advocacy groups and political actors increasingly use social media to achieve their political goals. One of those methods used, is grassroots lobbying.
This paper aims to summarize the current scientific state of affaire and putting it into an Austrian perspective, by examining existing literature and quantitively analyzing the Facebook, X (Twitter) and Instagram accounts of all 183 Austrian National Council Members.
While social media is ideal for mobilizing the public in Austria (and around the world), due to its interactive features, fostering feedback loops and real-time communication ability, it is less useful for communication with Austrian politicians. Even though Austrian parliament members attribute great importance to social media in their political work, they are not using its interactivity to their fullest extent. The biggest motives for using social media for Austrian politicians are self-presentation, fast and uncomplicated information sharing and communication, and reaching out to (new) target audiences.
Despite the widespread adoption of Facebook and Instagram by Austrian parliamentarians, their utilization for interaction and political engagement remains limited. In contrast, X (Twitter) is actively employed for interaction, yet its prevalence among members of the Austrian National Council is not substantial. Furthermore, younger Members of Parliament do not demonstrate a significantly heightened level of interactive engagement on social media.
Generally, individuals from smaller, newer, and left-leaning parties engage more actively on social media. On the contrary, members of the right leaning FPÖ, despite being the first party in Austria to harness the potential of social media and maintaining popularity on various platforms (excluding Twitter), exhibit minimal interaction with their constituents.
目次 Table of Contents
Thesis Validation Letter i
Abstract (Chinese) ii
Abstract (English) iii
Table of Contents iv
1.Introduction 1
2.Terminology 2
3.Social Media use by Advocacy Groups (in Austria) 3
4.Social Media as a tool to mobilize the public 5
4.1.Upsides of social media as tool to mobilize the public 5
4.2.Limitations of social media as tool to mobilize the public 7
4.3.Effectiveness of social media as tool to mobilize public (in Austria) 10
5.Social media as a medium to communicate with legislators 13
6.Methodology 17
7.Results and Discussion 20
7.1.Activity, Follower Count and Usage on Facebook 20
7.2.Activity, Follower Count and Usage on X (Twitter) 22
7.3.Activity, Follower Count and Usage on Instagram 25
7.4.Usage rate and Interactivity 27
7.5.Representatives under 35 29
7.6.Party Affiliation 30
7.7.General discussion 34
8.Conclusion 36
Bibliography 37
Appendix 44
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