抵制吳寶春與一芳事件的政治消費新聞框架

Abstract

近年中國政府屢次誓言終將統一台灣，並且不排除使用武力，中國與台灣的政治情勢日益緊張，台灣品牌被迫政治表態的案例層出不窮。以支持九二共識的吳寶春與支持一國兩制的一芳水果茶為例，往往在表態後會遭到台灣網友揚言抵制。 本研究以《自由時報電子報》、《中時新聞網》與《風傳媒》的抵制吳寶春與抵制一芳事件系列報導為研究樣本，採內容分析與框架分析法，探討這三家台灣主流媒體對政治消費事件的報導框架。 研究發現，從問題定義、因果詮釋、道德評估與解決方案四面向進行分析，政治立場不同的媒體對於如何報導吳寶春與一芳事件確實存在顯著差異；媒體的政治意識形態、受眾的國族認同皆是影響政治消費新聞框架的關鍵因素。 在結論中，本研究建議媒體應恪守新聞守門人的角色，避免過於速成的網路貼標籤用語，以及提供更多元、更深入的國族認同議題討論。

In recent years, as Beijing has vowed to eventually unify Taiwan with the mainland, using force if necessary, there have been numerous cases of Taiwanese brands being forced to take a stand on political issues. Wu Pao Chun and Yi Fang have expressed support for the 1992 Consensus and “One Country, Two Systems”, prompting many Taiwanese netizens to threaten a boycott. This study analyzes media reports of Liberty Times Net, China Times, and Storm Media's coverage regarding the boycotting controversies of Wu Pao Chun and Yi Fang through the content analysis and frame analysis to explore the news framework and influencing factors of these three media reporting the political consumerism incidents in Taiwan. This study shows that there are indeed significant differences in how the media with different political stances report the Wu Pao Chun and Yi Fang incident discussed from the four aspects of problem definition, causal explanation, moral judgement and solution. The political ideology of the media and the national identity of the audience are both key factors affecting the framework of political consumption news. In the conclusion, this study suggests that the media should abide by the role as gatekeepers, avoid labeling terms, and provide more diverse and in-depth discussions on national identity issues.