政治名人與媒體：馬英九報導的新聞框架初探

How newspapers frame political celebrity? The case of Ma Ying-jeou

本研究主要目的在以政治人物馬英九為研究對象，探討台灣主要報紙是否出現「政治名人」現象，並分析「政治名人」的新聞框架有何特色。由於當代政治名人需要媒介曝光，本研究也探討政治人物為何受到媒介青睞，以及如何取得媒介上的發聲機會。本研究以馬英九從擔任台北市長起至卸任國民黨主席為止約十年來的新聞報導，從自由時報、聯合報及中國時報三家報紙以等距抽樣法抽取864則新聞進行分析。結果顯示，三家報紙在「政治名人」的新聞框架上，三報政治立場雖然被認為有差異，但是在馬英九從政的三階段中，無論就個人特質、政治風格、背景故事和擬社會互動等四種新聞框架的分佈並無顯著差異。整體而言，報紙最重視的是「政治風格」和「擬社會互動」框架；其次，三家報紙除了持續報導政治人物在公共場域的新聞外，也出現更多以流行文化場域和私領域的新聞報導。三家報紙在馬英九從政三階段中，使用「名人」報導的新聞框架日漸增加，也越來越重視「政治風格」、「個人特質」等兩項和私領域及抽象印象有關的政治名人公眾形象之新聞框架。

It has been a commonplace among mass media in Taiwan that political celebrities garner attention for political performance as well as their personal lives. This study specifically focused on the analysis of Ying-Jeou Ma to learn the process of celebrification coupled with Gans description of the norms among news reporting. The questions this study primarily asked are how the politician, Ying- Jeou Ma's image has been constructed in the mainstream media; and how the three leading newspapers in Taiwan turned a public official into a celebrity and what impact the process of celebrification have caused on the more traditional political coverage. The results which were based on random sample news reporting in the past 10 years indicated that some newspapers have been followed a framing continuum, in which some news did indeed contain components of celebrification while others corresponded to a more traditional hard news. The results reflected no differences among three leading newspapers of reporting Ying-Jeou Ma's 'political styles' and 'parasocial interaction'. And on top of these, some novel tactic of adding new elements such as the politician's 'personal characteristics' have been increasing in the narratives. Nevertheless, the results indicated that growing presence within our media assures that the mass media in Taiwan has tendency to boast every facet of a politician's personal life into a glaring spotlight of the public sphere.