TaiwanPlus的臺灣國家形象建構：以2024年總統大選為例

Abstract

TaiwanPlus是我國第一個全英語影音串流平台，其成立反映臺灣在國際傳播策略上的佈局，肩負向國際發聲、建構「臺灣國家形象」的重要人物。 本研究以TaiwanPlus作為研究對象，探討該平台的新聞內容，呈現何種國家形象。首先透過文獻整理與官方資料梳理，歸納其所涉的臺灣國家形象論述，並建構「和平維護國」、「公益參與國」、「多元文化國」、「領先創新國」及「環境維護國」五大形象框架。其次，本研究採用新聞框架分析法，檢視2023年 12月13日至2024年2月13日期間TaiwanPlus的新聞報導，並透過系統抽樣方式選取98則樣本，以探討其如何形塑臺灣國家形象。 研究結果顯示，TaiwanPlus以臺灣為主體的報導角度，翻轉國際媒體長期將臺灣置於中國附屬議題的地位。報導議題涵蓋五大國家形象，但多集中使用「和平維護國」框架，透過選舉報導強化臺灣作為民主國家、追求和平穩定的形象。由於分析區間以選舉前後為主，相較之下，政治之外的四種框架出現比例較低，但也顯現臺灣的多元文化與社會活力。 本研究補充現有對TaiwanPlus研究的不足，提供其作為國際傳播窗口的實證分析，並為後續國際形象建構研究提供新的分析視角及方法基礎。

TaiwanPlus serves as Taiwan’s first English-language audiovisual streaming platform. Its establishment reflects Taiwan’s strategic orientation in international communication, as well as its role in projecting Taiwan’s voice globally and constructing the nation’s international image. This study takes TaiwanPlus as the primary research subject and examines the national image presented through its news content. Through a review of relevant literature and official documents, the study delineates the discursive construction of Taiwan’s national image and develops five thematic dimensions: "Peacekeeping Nation," "Public Welfare Nation," "Multicultural Nation," "Innovation-driven Nation," and "Environmental Stewardship Nation." Furthermore, the study adopts a news framing analysis approach to examine TaiwanPlus news reports published between December 13, 2023, and February 13, 2024. A total of 98 news reports were selected through systematic sampling to explore how Taiwan’s national image is constructed through news framing. The findings indicate that TaiwanPlus adopts a Taiwan-centered perspective, repositioning Taiwan beyond the conventional framing of being subordinate to China in international media discourse. While the coverage encompasses all five national image frameworks, it predominantly employs the “Peacekeeping Nation” framework, particularly through election-related reporting that reinforces Taiwan’s image as a democratic country committed to peace and stability. As the period of analysis centers on the time surrounding the election, the other four frameworks appear less frequently; however, they still reveal aspects of Taiwan’s cultural diversity and social vitality. This study addresses the relative lack of research on TaiwanPlus by providing an empirical analysis of its role as an international communication platform. It also contributes new analytical perspectives and methodological approaches to the study of national image construction.