從臺灣進口美豬探究不實資訊的政治消費、 逆火效應與防治策略

Abstract

中華民國（臺灣）於2021年開放含萊克多巴胺（Ractopamine）的美國豬肉進口，在野黨為求抗爭，透過社群媒體播送經剪輯重製國外研究單位拍攝的影音資訊，試圖發動民眾抵制。雖經影片原拍攝者澄清遭剪輯的影片內容為不實資訊，但已引發部分國人恐慌，不僅產生迴聲室現象及逆火效應，更讓豬肉消費在臺灣形成政治消費行為。加以臺灣因地緣政治的關係，近年持續遭受不實資訊的認知作戰，因此觸發了研究者深入探討此議題的動機。 本系列研究歷時三年，以資訊傳播觀點出發，分別以量化和質性研究方法，深度探究國內消費者在實體世界裡的政治消費行為與相關研究，共完成四項研究。研究一透過兩支萊豬影片，檢定消費者之政治傾向、計劃行為、資訊呈現方式、資訊來源可信度，以及消費意願間的因果關係，同時探究對其豬肉消費意願之影響。研究二依循紮根理論進行半結構式深度晤談法，探討農產品政治消費的資訊傳播行為。研究三分析不同政治傾向和性別之民眾的逆火效應，來檢定計劃行為、資訊呈現方式、迴聲室等變項對逆火效應的影響。研究四則是對施測對象進行職業區別，以釐清臺灣媒體從業人員與一般大眾對農業不實資訊防治方式的異同。 本系列研究實證了政治消費的日常化，同時發現迴聲室會大幅催生逆火效應，重視動物福利的態度則會抑制逆火效應，建立起以迴聲室為中介變項，來預測逆火效應的結構模型。另更進一步指出，透過結構與認知干預並行的兩種防治方式，可減輕不實資訊的傳播和危害，建構出以態度及資訊呈現方式為中介之不實資訊防治方式的預測模型，並依據研究結果，針對一般民眾、媒體從業人員，以及政府機構，提出研究者的實務建議。

In 2021, the Republic of China (Taiwan) permitted imports of American pork containing ractopamine. In protest, the opposition party disseminated a manipulated video—originally produced by a foreign research institution—on social media in an attempt to mobilize public resistance. Although the original producer clarified that the altered video constituted disinformation, it nevertheless provoked public anxiety in Taiwan. This incident not only reinforced echo chamber dynamics and triggered the backfire effect but also transformed pork consumption into an act of political expression. Additionally, Taiwan’s geographical context has rendered it particularly vulnerable to disinformation-based cognitive warfare in recent years, prompting researchers to investigate this phenomenon in depth. This 3-year research project adopted an information dissemination perspective and employed both quantitative and qualitative methodologies to investigate political consumption behaviors among Taiwanese consumers. The project comprised four studies. Study 1 used two videos related to ractopamine-containing pork to examine the causal relationships between consumers’ political orientations, behavioral planning, information presentation, source credibility, and pork consumption intentions. Study 2 employed grounded theory and conducted semistructured in-depth interviews to explore the dissemination of political information related to agricultural products. Study 3 analyzed the backfire effect across political affiliations and genders to examine the impact of behavioral planning, information presentation methods, and echo chamber exposure on the backfire effect. Study 4 classified participants by occupation to compare how Taiwanese media professionals and the general public approach the prevention and management of agricultural disinformation. Collectively, these studies empirically demonstrate the normalization of political consumption in daily life and reveal that echo chambers significantly intensify the backfire effect, whereas attitudes centered on animal welfare can mitigate it. A structural model was developed with the echo chamber as the mediating variable to predict the backfire effect. Furthermore, the study identified two effective strategies—structural and cognitive interventions—for curbing the spread and impact of disinformation. A predictive model incorporating attitudes and information presentation as mediating variables was constructed to guide disinformation prevention. Based on these findings, the researchers proposed practical recommendations for the general public, media professionals, and government agencies.