民粹主義與政治傳播：分析2020年總統大選候選人臉書

Abstract

本研究關注到2020年台灣總統大選下，中國國民黨候選人韓國瑜掀起的「韓流」時常被媒體、與論拿來與民粹主義相提議論，然而民粹主義的定義在學術界仍是一個具爭議的概念，西方國家下的民粹主義是否適合套用到台灣的政治語境？以此為問題意識，此研究旨在以2020年台灣總統大選為背景，從政治人物在社群媒體上的發文內容去爬梳且重新審視台灣的民粹主義。本研究蒐集四位總統候選人及三個參選政黨從2019年12月10日到2020年1月10日的臉書發文，各自共266篇及407篇內容，以量化研究結合內容分析法進行探討，驗證出韓國瑜的確是所有候選人當中，民粹傾向最高的政治候選人；本研究也比較其他候選人在競選期間如何採用類似的民粹主義傳播策略，最後研究也發現相較於西方國家的民粹主義討論，台灣在自身政治歷史前提下，確實發展出不太相同的民粹主義定義。

The 2020 presidential election in Taiwan brought us to revisit the discussion of populism. Through mass media’s report on politician’s speeches, debates, or talks during the election, Han Kuo-yu was described as a populist with high support from his diehard supporters. However, populism is still a contested concept with ongoing debate of its definition in the academic. In this study, we combined quantitative research with content analysis to examine populism in Taiwan with a careful and deductive approach along with the inclusion of the use of social media. Collecting from prior empirical studies, we adapted and proposed a codebook and measurement for populism. From the research result, we came to the conclusion that Han is proven to be a populist politician among all the candidates. The findings also gave a closer look on how the other candidates applied similar populist communication strategies during the election campaign. The finding also indicates that the difference in political mechanisms might be the reason why the dimension of popular sovereignty is almost absent in our analysis.