請用此 Handle URI 來引用此文件：
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| DC 欄位 | 值 | 語言 |
|---|---|---|
| dc.contributor.advisor | 劉好迪 | zh_TW |
| dc.contributor.advisor | Adrian Rauchfleisch | en |
| dc.contributor.author | 蔡明翰 | zh_TW |
| dc.contributor.author | Ming-Han Tsai | en |
| dc.date.accessioned | 2024-03-04T16:17:06Z | - |
| dc.date.available | 2024-03-05 | - |
| dc.date.copyright | 2024-03-04 | - |
| dc.date.issued | 2024 | - |
| dc.date.submitted | 2024-02-12 | - |
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| dc.identifier.uri | http://tdr.lib.ntu.edu.tw/jspui/handle/123456789/92050 | - |
| dc.description.abstract | 迷因的使用已經在網路時代下成為政治參與的常態，而台灣中央政府機關使用迷因進行政策溝通，有別於外國的迷因使用多為由下而上，台灣政府由上而下的運用創造獨特光景。本研究蒐集普遍使用迷因經營臉書粉專的四個中央政府貼文共921篇進行量化內容分析法，整理迷因的使用如何影響臉書上按讚、留言、分享的參與程度。將貼文分為圖片部分的幽默類型、情緒、呈現方式，及文字部分的內容、策略、發文目標進行編碼。
發現圖片部分使用迷因能夠有效提升貼文的讚數；負面情緒訴求的迷因圖片會激發民眾分享的意願；情緒誇大型迷因可以提高讚數；包含名人或政治人物的迷因可以提高分享數；諷刺型或是挪用流行文化的迷因可以同時提升按讚、留言、分享數；當迷因包含越複雜的幽默類型，三個參與指標也都會提高。文字部分包含清楚的政策訊息，以及文案撰寫上多使用情感導向的策略會收穫較多的讚、留言、分享數。 結果除了證實迷因貼文確實能夠有效提升互動外，也對於使用迷因圖片的效果有更清楚的認識。本研究也提出在各個不同的發文目標下，供參考的素材選擇搭配建議，力求幫助政府機關的社群經營者及政治溝通相關人員未來在迷因媒材的使用上有更多的依據，並進行更有效的傳播溝通。 | zh_TW |
| dc.description.abstract | Memes are now widely used in political engagement, with Taiwan's government agencies notably employing them for policy communication, a practice distinct from the predominantly bottom-up approach in other countries. This study analyzes 921 posts from four central government Facebook pages, exploring how memes impact engagement metrics like likes, comments, and shares.
Findings show that memes in images boost likes, those with negative emotional appeals raise shares. Emotionally exaggerated memes increase likes, while those featuring celebrities or political figures increase shares. Satirical or culturally appropriated memes drive engagement across all metrics. Complex humor in memes correlates with higher engagement. Clear policy messages and emotionally oriented copywriting enhance likes, comments, and shares in the text component. The study indicates that meme posts boost interaction and provides insights into their effects. It suggests material selection and pairing strategies for different posting goals to help social media managers and political communication professionals make informed decisions for better communication in the future. | en |
| dc.description.provenance | Submitted by admin ntu (admin@lib.ntu.edu.tw) on 2024-03-04T16:17:06Z No. of bitstreams: 0 | en |
| dc.description.provenance | Made available in DSpace on 2024-03-04T16:17:06Z (GMT). No. of bitstreams: 0 | en |
| dc.description.tableofcontents | 誌謝 i
摘要 ii Abstract iii 目次 Index iv 圖目次 Figure Index vii 表目次 Table Index viii I. Introduction 1 II. Literature Review 8 1. Government institutes using Facebook 8 2. Memes 10 2.1. What is meme? 10 2.2. Meme Post 17 2.3. Meme element 19 3. Message element 21 4. Linguistic Strategy 23 5. Post strategy 25 III. Hypothesis and Research Question 29 1. Research Question 1 & Hypothesis 1a,1b,1c 29 2. Research Question 2 & Hypothesis2a,2b,2c 31 3. Hypothesis 3a,3b,3c 32 4. Research Question 3 33 5. Hypothesis 4a,4b,4c,5a,5b,5c,6 33 6. Research Question 4 & Hypothesis 7,8a,8b,8c 35 7. Research Question 5 36 IV. Research Design and Methods 38 1. Research Design 38 2. Method 39 2.1. Content Analysis 39 2.2. Sample 41 3. Coding Procedure 46 4. Intercoder Reliability 61 V. Result 66 1. Sample Description 67 2. Visual material 69 2.1. Memes vs Not Memes - H1a, H1b, H1c 69 2.2. Complex of Humor - H2a, H2b, H2c 71 2.3. Humor type popularity - RQ2 74 2.4. Memes’ emotion - H3a, H3b, H3c 77 2.5. Image structure - RQ3 79 3. Textual material 87 3.1. Clear policy - H4a, H4b, H4c 87 3.2. External link - H5a, H5b 88 3.3. Call to action - H6 89 3.4. Multilevel regression test - in-text material 89 3.5. Linguistic strategy - H7, H8a, H8b, H8c, RQ4 92 4. Certain Post Strategy 96 4.1. Adoption of meme 96 4.2. With meme 97 4.3. In-text material 106 4.4. Linguistic strategy 112 VI. Discussion 116 VII. Research Limitations & Future Research 122 Referernce 124 | - |
| dc.language.iso | en | - |
| dc.title | 數位時代下的政府：分析四個使用迷因經營 Facebook 的中央政府機構 | zh_TW |
| dc.title | Government in the Digital Age: Analyzing Facebook Posts and Memes from Four Taiwanese Institutions | en |
| dc.type | Thesis | - |
| dc.date.schoolyear | 112-1 | - |
| dc.description.degree | 碩士 | - |
| dc.contributor.oralexamcommittee | 謝吉隆;許詩嫺 | zh_TW |
| dc.contributor.oralexamcommittee | Jilung Hsieh;Shih-Hsien Hsu | en |
| dc.subject.keyword | 政治迷因,政策溝通,社群互動,內容分析法,政府社群經營, | zh_TW |
| dc.subject.keyword | Political memes,Policies communication,Social engagement,Content analysis,Government social management, | en |
| dc.relation.page | 133 | - |
| dc.identifier.doi | 10.6342/NTU202400495 | - |
| dc.rights.note | 未授權 | - |
| dc.date.accepted | 2024-02-14 | - |
| dc.contributor.author-college | 社會科學院 | - |
| dc.contributor.author-dept | 新聞研究所 | - |
| 顯示於系所單位： | 新聞研究所 | |
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