民粹主義於2020總統大選成為熱門話題，主因與國民黨總統候選人韓國瑜的競選策略、言行舉止有關，其人民中心、反建制的特性與民粹主義的定義有相當程度的符合。如今網路媒體快速發展，候選人於臉書宣傳、推銷自我的方式已普遍應用，然我國對於民粹式訊息與社群媒體特性所產生的效應，甚至是對網民所產生的影響，尚未有成熟的研究檢驗。
本研究企圖以人工編碼捕捉難以測量的民粹式訊息，探討候選人於臉書貼文中所使用的民粹式訊息程度，對網民留言回覆的情緒反應、回應行為的具體影響。研究發現，候選人於臉書貼文中使用民粹式訊息的程度越高，確實會顯著提升網民的親密感、憤怒、焦慮、正向情緒反應，也會顯著提升網民的回應行為（按讚、留言、分享）。

Populism became a hot topic in the 2020 presidential election, mainly due to the campaign strategy and behavior of the Kuomintang (KMT) presidential candidate, Han Kuo-yu. His characteristics of people-centrism and anti-establishment align to a considerable extent with the definition of populism. With the rapid development of online media, candidates have matured in their ways of promoting and marketing themselves on Facebook. However, there is still a lack of mature research examining the effects of populist messages and the characteristics of social media on netizens and the broader impact on the public.
This study attempts to use manual coding to capture elusive populist messages that are challenging to measure. The study investigates the specific impact on netizens' emotional reactions and engagement behaviors. The research found that the higher the degree of using populist messages in candidates' Facebook posts, the significantly more it enhances netizens' feelings of intimacy, anger, anxiety, positive emotional responses, and also significantly increases netizens' engagement behaviors (likes, comments, shares).

論文審定書 i
誌謝 ii
摘要 iii
目錄 v
圖次 vii
表次 viii
第一章 緒論 1
第一節 研究背景 1
第二節 研究動機 2
第三節 研究問題 4
第四節 研究目的 4
第二章 文獻探討 7
第一節 民粹主義的特性與民粹式訊息 7
第二節 民粹式訊息在社群媒介中的表現形式 9
第三節 民粹式語言對網民的影響 10
第三章 研究方法 17
第一節 研究架構圖 17
第二節 分析方法 17
一、人工內容分析法 17
二、電腦內容分析法 18
三、研究對象與樣本 18
四、變項定義 19
五、變項測量方式 21
第四章、資料分析與結果 25
第一節 描述性統計 25
第二節 推論性統計 30
一、候選人臉書貼文民粹言論預測網民留言情緒 30
二、候選人臉書貼文民粹言論與網民回應行為 32
第五章、結論與建議 35
第一節 研究結果與發現 35
第二節 研究貢獻 38
一、學術貢獻 38
二、實務貢獻 39
第三節 研究限制與未來研究方向 39
參考文獻 41
附錄一、民粹主義字典 49

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