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    题名: 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
    Visual Framing & Fans Engagement on YouTube in the 2020 Taiwan Presidential Campaign
    作者: 賴以潔
    Lai, Yi-Jie
    贡献者: 陳憶寧
    Chen, Yi-Ning
    賴以潔
    Lai, Yi-Jie
    关键词: 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
    2020 Taiwan presidential campaign
    political brands
    engagement
    visual framing
    functional theory of political campaign discourse
    dialogic theory of public relations
    日期: 2020
    上传时间: 2020-08-03 18:46:30 (UTC+8)
    摘要: 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.
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    描述: 碩士
    國立政治大學
    傳播學院傳播碩士學位學程
    106461006
    資料來源: http://thesis.lib.nccu.edu.tw/record/#G0106461006
    数据类型: thesis
    DOI: 10.6814/NCCU202001020
    显示于类别:[傳播學院傳播碩士學位學程] 學位論文

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