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    題名: 社交媒體機器人應用於台灣數據導向選戰之初探性研究
    Social Bots in Taiwanese Data-Driven Election Campaigns: An Exploratory Study
    作者: 林翠絹
    Lin, Trisha T. C.
    貢獻者: 傳播學院
    關鍵詞: 社交媒體機器人;科技選舉;政治精準行銷;聊天機器人;數據選戰
    Social bot;Technological election;Political micro-targeting marketing;Chatbot;Data-driven election campaign
    日期: 2023-01
    上傳時間: 2022-10-20 16:44:30 (UTC+8)
    摘要: 近年來社交媒體機器人普遍應用於數據導向之科技選舉活動。本混合法研究首先針對科技專家、平臺業者、政治行銷者進行深度訪談，分析此新興科技在臺灣數據選戰之傳播模式與操作策略，再輔以參與式觀察調查2020年總統大選LINE bot 內容設計和互動型式。研究結果發現：為影響選情，臺灣競選團隊運用社交媒體機器人推播訊息、蒐集選民互動數據、進行跨平臺社群媒體宣傳，並整合線上線下活動。雖然Messenger 搭配臉書廣告最能達到精準行銷目的，臺灣政治宣傳活動卻更仰賴LINE bot，其優勢在於數據擁有權與使用彈性。目前臺灣選戰操作社交媒體機器人，屬於輔助型人工智慧，以結構式腳本回應粉絲，避免人工智慧誤判風險。最後，社群平臺業者亦透過該科技遏止選舉假訊息擴散。
    In recent years, social bots have become a crucial way for data-driven technological election campaigns. The study employed a mixed-method design. Interviews were conducted with experts (technologists, platform operators, and political marketers) in order to investigate how social bots were strategically utilized to influence voters’ attitudes and election results in the 2020 Taiwanese presidential election. Participant observation was also conducted to examine the content design and patterns of user interaction of the LINE bots of each candidate in the 2020 presidential election. Findings showed that Taiwanese candidates utilized Facebook Messenger and LINE bots for spreading election messages, collecting voter data, micro-targeting marketing, cross-platform promotion, and online-offline integrated mobilization. Although the use of Facebook Messenger combined with advertisement could achieve the best results of micro-targeting marketing, political campaigns in Taiwan tended to prefer LINE bots due to the ownership of data and better flexibility. The current social bots in the elections in Taiwan were AI assistant systems with structured scripts to respond to fans. This was to reduce possible political risks caused by unsupervised AI. Moreover, social bots were also utilized by platform operators to curb the spread of election-related disinformation.
    關聯: 傳播研究與實踐 (Journal of Communication Research & Practice), Vol.13, No.1, pp.115-148
    資料類型: article
    顯示於類別:[傳播學院] 期刊論文

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