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研究生:賴以潔
研究生(外文):Lai, Yi-Jie
論文名稱:政治品牌表現分析:以2020年總統大選候選人YouTube頻道之視覺框架與粉絲參與為例
論文名稱(外文):Visual Framing & Fans Engagement on YouTube in the 2020 Taiwan Presidential Campaign
指導教授:陳憶寧陳憶寧引用關係
指導教授(外文):Chen, Yi-Ning
口試委員:鄭怡卉莊伯仲
口試委員(外文):Cheng, I HueiChuang, Po-chung
口試日期:2020-07-02
學位類別:碩士
校院名稱:國立政治大學
系所名稱:傳播學院傳播碩士學位學程
學門:傳播學門
學類:一般大眾傳播學類
論文種類:學術論文
論文出版年:2020
畢業學年度:108
語文別:中文
論文頁數:127
中文關鍵詞:2020年總統大選政治品牌參與程度視覺框架競選論述功能理論對話溝通理論
外文關鍵詞:2020 Taiwan presidential campaignpolitical brandsengagementvisual framingfunctional theory of political campaign discoursedialogic theory of public relations
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社群媒體平台為當前競選訊息的重要傳播管道之一,也逐漸成為政治品牌建立形象傳遞核心理念之展演場所。為了解候選人如何透過以影音內容為導向的社群媒體平台─YouTube建立政治品牌,本研究運用內容分析法評估2020總統大選兩大黨候選人蔡英文及韓國瑜 YouTube影片的政治品牌表現,分析樣本為169部影片(蔡英文110部;韓國瑜59部)。研究結果發現,視覺框架表現上,蔡英文更傾向呈現理想候選人;而韓國瑜則傾向展現受歡迎競選者之形象。以政治競選論述功能理論檢驗兩位候選人影片訊息主題,發現兩位偏好使用的主題不同,蔡英文呈現最多為陳述政見主題;而韓國瑜則為競選動員主題。透過對話溝通理論分析,蔡英文在社群對話功能的使用比例上,明顯較韓國瑜更高。影片的民眾參與程度則因應視覺框架與社群對話功能的運用上出現部分差異,顯示了運用特定視覺框架及對話功能的影片,在瀏覽、按讚及留言人數更多。
Social media platforms have now served as one of the most important communication channels for campaign, and increasingly become the fields for political brands to establish images and convey beliefs. To obtain more knowledge about how candidates framed their political brands through video-oriented social media platform, YouTube, this research applied content analysis to investigate candidates’ management on visual frames, topics and dialogic functions in the YouTube videos (N=169). Results showed that Tsai Ing-wen tended to present herself as an ideal candidate, while Han Kuo-yu framed himself more as a populist campaigner. The two candidates placed emphasis on different topics, Tsai released more policy content, while Han focused more on campaign. As for the dialogic functions on social media platform, Tsai utilized more often than Han. Furthermore, videos consisted of certain visual frames and dialogic functions may have increased level of engagement.
(一) 章節目次
第一章 緒論 1
第一節 研究動機與目的 1
第二節 2020年總統大選背景概述 4
第三節 研究缺口與研究目的 11
第二章 文獻回顧 15
第一節 媒體上的競選活動 15
第二節 媒體上的政治品牌塑造 21
第三節 政治品牌的視覺框架 26
第四節 政治品牌的訊息主題 31
第五節 社群媒體雙向互動性 37
第六節 研究架構 43
第三章 研究方法 45
第一節 樣本敘述 45
第二節 內容分析類目建構 46
第三節 分析方式說明 66
第四章 結果分析與說明 67
第一節 分析對象敘述 67
第二節 品牌內容差異 74
第三節 受眾參與程度 85
第五章 結論與討論 101
第一節 候選人政治品牌差異展現 101
第二節 政治品牌影響因素與參與程度之關聯 103
第三節 研究限制與未來建議 106

參考資料 109
附錄一:編碼表 123
附錄二:編碼須知 125
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