政論名嘴經營社群媒體策略探究

Abstract

本研究以曾為「記者」或是「媒體人」角色，擔任「政論名嘴」為主要研究對象。企圖瞭解在科技發展大環境快速變化之下，「政論名嘴」如何透過自身轉型，將原本傳播途徑從傳統電視媒體發展至「社群媒體」，從中探究其轉變投入的動機為何？並探討「政論名嘴」經營社群媒體的個性策略，以及在經營社群媒體的過程當中，如何與網友進行互動。

研究結果發現，政論名嘴跨足社群媒體動機是時勢所趨必然的結果。同時，政論名嘴經營社群媒體操作策略會因為「場域」轉變而呈現不同的對應態度。在與網友粉絲互動的過程中，政論名嘴會設下各自特定規範。從名嘴所述及綜合各方研究探討到社群媒體是否是「公共領域」延伸的一環，結果顯示仍有待觀察。在其他也發現到，政論名嘴會利用社群媒體新興的特質，成為另類收入的來源。同時在影響力的擴及狀況，也發現名嘴的影響力可以在「社群媒體」與「傳統媒體」間相互移轉。

This study focuses on " political commentators ". The aim is to understand how these political commentators amidst rapid changes in the technological landscape, undergo a transformation, shifting their communication channels from television to "social media." The study seeks to explore the motivations behind this transformation and investigate the personal strategies employed by political commentators in managing social media. Additionally, the research aims to examine the interactions between political commentators and their online audience during the process of managing social media.

The findings of the study reveal that the transition of political commentators to social media is an inevitable result of the current trend. Furthermore, the strategies employed by political commentators in managing social media may vary based on the changing "context." In the process of interacting with online followers, political commentators tend to establish specific norms. While the study integrates the perspectives shared by these opinion leaders and synthesizes various research aspects to explore whether social media serves as an extension of the " public sphere" the results indicate that this aspect still requires further observation. Additionally, it was observed that political commentators leverage the unique characteristics of social media as an alternative source of income. Furthermore, in terms of the expansion of influence, it was discovered that the impact of political commentators can transition between "social media" and "traditional media."