社群媒體時代下政策企業家促進政策變遷之策略研析：臺灣的以核養綠公投為例

Strategies Employed by Policy Entrepreneurs to Promote Policy Change in the Era of Social Media: A Case Study of the “Go Green With Nuclear” Referendum in Taiwan

政策企業家在政策變遷中的角色與重要性已獲得許多研究證實，但對於社群媒體時代的政策企業家如何推動政策變遷，常採取的策略為何？國內在此方面之研究仍有所不足。本文基於過去相關文獻，加以整理及簡化，建構一個簡潔明瞭的分類架構，將政策企業家常使用的策略分為四類，分別是：概念發展、展示與宣傳、建立聯盟及關係管理。本文以2018年臺灣以核養綠公投案作為研究案例，透過次級資料分析及深度訪談法，描繪政策企業家推動公投採取之策略，藉以檢視本架構之適用性。研究結果顯示，缺乏組織性人力與經費資源支持的公民個體政策企業家，在社群媒體發達的時代中，具有更多元的策略工具選擇，以推動政策改變；而政策企業家採取的策略類型，也確實符合本研究提出的策略架構。

The importance of policy entrepreneurs on policy change has been confirmed by many studies. However, domestic research is insufficient regarding what strategies are adopted by policy entrepreneurs to promote policy change. Based upon related literature and references, this article organizes, simplifies, and constructs a clear and concise scheme to classify the strategies employed by policy entrepreneurs into four categories: idea development, demonstration and marketing, coalition building, and relationship management. Using the “Go Green with Nuclear Referendum in 2018” as a case study, this article analyzes these local policy entrepreneurs' strategies in Taiwan. Via secondary data analysis and in-depth interviews, this article describes strategies employed by local policy entrepreneurs who successfully promoted the referendum, and it examines the applicability of the above-mentioned scheme. The results show that in this peculiar era of social media, individual policy entrepreneurs without political power and resources can still effectively facilitate policy changes by employing diverse strategies, which are also consistent with the classification scheme proposed in this article.