初探主流媒體社群編輯功能之研究－以《聯合報》臉書粉絲專頁為例

Abstract

本論文分析主流媒體社群編輯的工作角色，試圖剖析媒體臉書小編的功能，並釐清貼文在網路上的影響力。研究中採用內容分析法（content analysis）與情緒分析法（sentiment analysis）為研究方法，研究對象為「udn 聯合新聞網」2016年一月至二月的臉書粉絲專頁貼文。 本論文研究發現，社群編輯常於臉書社群平台使用負面的情緒文字，然而使用情緒文字加以評論，並不會影響讀者行為。本論文建議新聞媒體應該保有專業穩重之新聞立場，將使得社群小編的功能更具意義。

Social media becomes more important for the mainstream media. Based on content analysis and sentimental analysis, this paper tries to analyze how social media editors in mainstream media to operate posts. The results show that social medial editors like to use negative emotion words in the posts. The emotional words written by social media editors would not affect the readers on the Facebook. This research suggests mainstream media should carefully use emotional words in the posts and try to be more professional. The functions of social media editors could be meaningful for the audience.