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研究生:王柏文
研究生(外文):Wang, Po-Wen
論文名稱:YouTuber 政治時事節目與青年政治參與:微名人認同與社群心理意識的中介角色
論文名稱(外文):YouTubers' Videos about Political and Current Affairs and Youth Political Participation: The Mediating Roles of Microcelebrity Identification and Psychological Sense of Community
指導教授:林芝璇
指導教授(外文):Lin, Jhih-Syuan
口試委員:鄭宇君陶振超
口試委員(外文):Zheng,Yu-JunTAO, Zhen-Chao
口試日期:2023-07-27
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:2023
畢業學年度:111
語文別:中文
論文頁數:114
中文關鍵詞:YouTube政治時事節目參與社交媒體影響者微名人認同社群心理意識內在政治效能政治參與
外文關鍵詞:engagement with YouTubers’ videos about political and current affairssocial media influencersmicrocelebrity identificationpsychological sense of communityinternal political efficacypolitical participation
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「YouTuber 政治時事節目」是近年在臺灣和世界各國中崛起的新興媒體,臺灣有 48.9% 的年輕人有時或經常收看,且在各國都已成為年輕世代接收政治資訊的重要管道。這類由 YouTuber 專門為了網路觀眾製作且主要以政治、時事為主題的節目,已經開始對政治領域產生一定影響。在臺灣,談論政治時事的 YouTuber 已舉辦過破萬人的遊行、採訪總統大選候選人、募資千萬買下紐約時報頭版,甚至曾成功創建政黨。這些現象顯示出YouTuber政治時事節目推動民眾政治行動的潛力,但所造成的實際影響仍有待更多實證研究投入探索。

因此,本研究著重探討 YouTuber 政治時事節目是否、如何對青年使用者的政治參與產生關聯,並援引社會心理學理論建構研究模型,釐清傳播過程中的心理機制。首先,為符合 YouTube/社交媒體容許不同參與程度的特性,本研究在自變項部分區分了主動、被動程度的 YouTuber 政治時事節目參與。再者,為有效捕捉年輕世代的新形態政治行為,在依變項的政治參與部分擴大了定義範圍,納入選舉參與、示威行動、公民參與和生活政治等參與模式。為回應近年學界對媒體與政治細部中介過程的重視,本研究在中介變項部分依據不同理論納入三個心理中介因素:第一階中介因素包括由社會認知理論和認同概念引入之「微名人認同」因素,以及由社會認同理論和品牌社群文獻納入的「社群心理意識」概念,第二階加入經過去研究多次驗證的「內在政治效能」變項。

本研究對台北市、新北市四間大專院校(涵蓋公立/私立、一般大學/技職院校)之 456 位通識課學生進行問卷調查,研究發現 YouTuber 政治時事節目主動參與程度和政治參與有直接、正向之關聯,但節目的被動參與程度無法直接預測政治參與。分析結果也指出,YouTuber 政治時事節目被動與主動參與程度與微名人認同之間有正向相關性,且微名人認同與政治參與之間亦為正相關。雖然被動參與、主動參與程度,與社群心理意識皆有正相關,但僅被動參與中的社群心理意識和政治參與有顯著的正相關。此外,被動、主動參與程度和內在政治效能為正相關,且內在政治效能亦與政治參與有正向關聯性。然而,微名人認同、社群心理意識與內在政治效能之間無顯著關聯性。

此外,無論是被動或主動參與,YouTuber 政治時事節目的參與程度均是透過微名人認同以及內在政治效能的個別中介來與政治參與產生正向關聯,且透過內在政治效能中介的間接關聯性較強;而研究模型中的連續中介路徑均未得到證實。研究結尾進一步討論研究結果的學術與實務性意涵、研究限制與未來研究建議。
In recent years, the popularity of YouTubers’ videos about political and current affairs (YTVPC) has been observed globally, including in Taiwan. To understand the phenomenon, this study builds on social psychology theories to explore the relationship between YTVPC and political participation among young adults and the underlying psychological mechanisms in the communication process. Specifically, this study distinguishes between active and passive engagement with YTVPC. It also expands the definition of political participation to include election involvement, demonstrations, civic engagement, and lifestyle politics, aiming to capture new forms of political behavior among young adults. In response to the recent academic emphasis on intermediary processes between media exposure and political participation, three psychological mediating factors are included in the research model. The first-stage mediating factors include microcelebrity identification and the psychological sense of community. The second stage introduces the well-established variable of internal political efficacy.

The survey method was employed to examine the proposed hypotheses and research question. A total of 456 general education students from four higher education institutions in Taipei participated in this study. Findings indicate a direct and positive relationship between active engagement with YTVPC and political participation, while passive engagement does not directly predict political participation. Both active and passive engagement with YTVPC correlates positively with microcelebrity identification, which, in turn, relates positively to political participation.

While positive correlations exist between passive and active engagement with YTVPC and the psychological sense of community, a significant positive correlation between the psychological sense of community and political participation is only evident for passive engagement. Additionally, both passive and active engagement correlate positively with internal political efficacy, which is also positively related to political participation. However, microcelebrity identification and the psychological sense of community do not significantly associate with internal political efficacy.

Moreover, whether through passive or active engagement, YTVPC participation is positively linked to political participation via the single mediation of microcelebrity identification and internal political efficacy, and the indirect association through internal political efficacy is stronger. However, the hypothesized sequential mediation paths in the research model lack empirical support. This study concludes by discussing the theoretical and practical implications of the findings, addressing research limitations, and providing recommendations for future research.
第一章 緒論 1
第一節 在各國崛起的「YouTuber政治時事節目」 1
第二節 相關研究尚待探索之處 2
第三節 研究模型與研究目的 4
第二章 文獻探討 7
第一節 YouTuber政治時事節目 7
第二節 YouTuber政治時事節目參與和青年政治參與 17
第三節 微名人與認同作用 26
第四節 社群心理意識 32
第五節 內在政治效能 36
第三章 研究方法 40
第一節 研究架構及假設 40
第二節 研究對象及抽樣方法 41
第三節 執行過程 42
第四節 變項測量 44
第四章 研究結果 51
第一節 樣本數量與描述性統計 51
第二節 量表信效度分析 56
第三節 假設驗證 57
第四節 檢定結果總結 63
第五章 討論與結論 66
第一節 研究發現與討論 66
第二節 學術貢獻與實務貢獻 74
第三節 研究限制與未來研究建議 80
參考文獻 84
中文部分 84
英文部分 88
韓文部分 106
附錄一 正式問卷 107
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【韓文部分】
임병도 (2023). "문재인 곧 감옥행"... '극우 유튜버' 차관급 내정한 윤 대통령. 아이엠피터뉴스. Retrieved from http://www.impeternews.com/news/articleView.html?idxno=61098
설진아. (2023). 유튜브 정치/시사 채널 이용자의 댓글 관여 방식과 반응에 관한 연구: 정치적 성향을 중심으로. 한국방송학보, 37(2), 119-153.
권오주, & 민영. (2015). 정치엔터테인먼트 시청이 정치대화에 미치는 영향: 관여도와 정치정보효능감의 매개 효과. 한국언론정보학보, 7-34.

【俄文部分】
Д.в, Р. (2021). Специфика реакции молодежной аудитории на отражение социальных проблем в видеоблогах: Кейс видео «ВИЧ в России» на YouTube-канале «Вдудь». Политика и Общество, 2, 53–67. https://doi.org/10.7256/2454-0684.2021.2.36242
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