以高夫曼戲劇理論觀點探討社群媒體時代的衛教宣導

Abstract

過去十年隨著社群媒體的發展，民眾接受各種資訊的方式已逐漸從傳統的宣講、大眾傳播，逐漸轉向了從新媒體及社群媒體中獲得新知，傳統的衛生教育宣導似乎也需要因應著時代的轉變而產生變化。為更深入理解社群媒體時代政府部門如何在「互動關係」的人際層級進行衛生教育宣導，本研究透過質性研究法，以田野觀察及立意取樣選擇我國幾項較具成效之宣導案例進行文本分析。本研究運用高夫曼的戲劇理論作為框架，分析政府部門在進行文本展演的「前臺」與建立團隊認同及信賴的「後臺」不同的「表演」效果與差異。研究發現公共衛生人員運用不同社群平台的特質進行「演出」，並且在平台上藉由互動關係營造團隊及認同感，翻轉觀眾與表演者的角色與其建共同團隊，使得閱聽者在淺移默化中接納對於健康議題新的知識或是態度，進而改變其行為。 本研究結論中討論高夫曼的戲劇理論與推敲可能性模型（ELM）的理論發展，提出四種宣導策略，提供公共衛生人員實務執行之指引，在民眾針對健康議題具有不同的涉入程度時，運用戲劇理論中「前臺」與「後臺」差異進行不同的文本呈現。本研究貢獻運用前述宣導策略，塑造政府單位與一般民眾的團隊認同及信任關係，使民眾更加地投入政府的宣導計畫。

Over the past decade, with the development of social media, the way people receive information has gradually shifted from traditional lectures and mass communication to new media and social media platforms. This shift suggests that traditional public health education initiatives need to adapt to these changes. To better understand how government departments conduct public health education at the interpersonal level in the era of social media, this study employs qualitative research methods. It utilizes field observations and purposive sampling to select and analyze several effective advocacy cases in Taiwan. Using Goffman's dramaturgical theory as a framework, this research examines the different "performance" effects and distinctions between the "front stage" of public text displays and the "back stage" of building team identity and trust. The findings reveal that public health officials leverage the unique characteristics of various social media platforms to perform and create a sense of team and identity through interactive relationships on these platforms. This role reversal between audience and performers helps subtly instill new knowledge or attitudes about health issues in the audience, ultimately leading to behavioral changes. The study concludes by discussing the theoretical development of Goffman's dramaturgical theory and the Elaboration Likelihood Model (ELM), proposing four advocacy strategies to guide public health practitioners. These strategies suggest how to present texts differently by leveraging the "front stage" and "back stage" dynamics based on varying levels of audience involvement in health issues. The contribution of this research lies in employing these advocacy strategies to shape team identity and trust between government entities and the general public, thereby enhancing public engagement with governmental advocacy programs.