臺灣博碩士論文加值系統

本研究以2014台北市市長選舉為案例，挑選選舉期間兩則熱烈討論的議題: MG149 和 11月26日連陣營推出的競選廣告作為目標議題，並蒐集其在Facebook Fan page 和 PTT 中的相關討論作為研究資料。透過社會網路分析的方式，檢視目標議題在Facebook 和 PTT此兩不同平台中輿論結構的生成與差異，並透過觀察中心性數值的變化檢視議題的討論程度。
本研究在網路結構的部分，結果指出不同的平台的確擁有不同的輿論架構: Facebook Fan page 的輿論結構為放射狀，而PTT 為網路衍生的狀態。不同的輿論架構會進而造成不同的輿論進行模式，在 Facebook Fan page的部分輿論進行方式呈雪球狀而PTT則為煙花狀。在網路中心性的部分，我們發現中心性的變動能作為議題討論程度的判斷，以及預測議題未來討論程度的指標。研究最後根據分析結果提供輿論操作的相關建議。
本研究期待除了能增加對於Facebook Fan page 和 PTT中的輿論結構與輿論狀態的了解，更能進一步根據平台輿論結構的差異與平台特性提供更有效率的輿論操作建議。

In this research, we take 2014 Taipei mayoral election as our case. From Facebook and PTT, we take the opinions related to MG149 and election advertisement as our research data. Through social network analysis, we inspect the formation and the differences of opinion structure of two target issues (MG149 and election advertisement), and inspect the changes of centrality to observe the intensity of two related issues.
Results indicate that different platforms have their own opinion structure: FB is radial-shaped and PTT is network extension. Different structures cause different opinion processing pattern: FB is snowball-like, and PTT is firework-like. In the centrality part, we find that centrality can be an indicator of present discussion intensity and even the discussion intensity in the future.
At last, base on the result of our analysis, we provide a suggestion for opinion manipulation. We expect this research can help people understand more about the opinion structure of Facebook Fan page and PTT. Furthermore, provide a more efficient way of manipulation guideline.

Abstract ii
List of Contents iii
List of Figures v
List of Tables vi
1. Introduction 1
1.1 Research Background and Motivation 1
1.2 Research Objective 1
1.3 Case Background 2
2. Related work 4
2.1 Social network analysis 4
2.2 The propagation of opinion on the Internet 5
2.3 Social platforms use in the discussion of social issues 6
2.4 The related research of Facebook and PTT 7
3. Methodology 9
3.1 The background of target issues 9
3.2 Data collection 9
3.3 Data analysis process 12
4. Data analysis 15
4.1 The analysis of opinion structure. 15
(1) The formation of Fan page internet opinion in 24 hours 15
(2) The formation of PTT internet opinion in 24 hours 19
(3) Comparison in opinion structure between Facebook and PTT 23
4.2 The analysis of centrality 29
(1) The calculation of centrality in Fan page opinion network 29
(2) The calculation of centrality in PTT opinion network 33
(3) The comparison in centrality between Fan page and PTT 37
5. Finding and Discussion 43
5.1 Platform selection 43
5.2 Confirmation in the status of discussion 44
5.3 Manipulation 44
(1) Raise the Internet volume 45
(2) Create a trend 45
(3) Avoid the case of IP duplication 45
6. Conclusion 47
7. Limitation and Future work 49
7. Appendix 50
8. Reference 53

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