探討《誰是接班人》的收視愉悅感 對於支持川普 2016 總統大選的影響

Exploring the Effects of Viewer Enjoyment of The Apprentice on Perceptions and Voting Intentions for President Trump

本研究探討觀眾對《誰是接班人》和《名人接班人》的收視如何影響他們對川普的評價以及在2016年美國總統大選的投票意向。本文共收集537份有效問卷，包括節目的收視者和非收視者。結果顯示，收視者和非收視者對川普的領袖魅力(charismatic leadership)評價及其投票意願並沒有差別。以路徑分析近一步對收視者分析發現，收視者對節目所產生的情感傾向(affective dispositions)和意義性的認同可增進收視的愉悅感，且對川普的領袖魅力產生正面的影響，進而影響投票意向。相對的，收視量(exposure)和對於節目真實性程度的感知(perceived realism)這兩項因素並沒有影響效果。本文也討論了這些效果對娛樂媒體和文化的影響。

This research explores how viewer enjoyment of The Apprentice and The Celebrity Apprentice as entertainment media impacted attitudes toward Donald Trump and voting intentions in the 2016 U.S. presidential election. Data from an online survey with 537 responses including viewers and non-viewers of the shows were collected. The results showed no differences between viewer and non-viewer perceptions of Trump’s charismatic leadership and their voting intentions for him. However, for viewers, a path analysis indicated that enjoyment of the shows significantly affected positive perceptions of Trump’s charismatic leadership, which in turn influenced voting intention. Affective dispositions and perceived meaningfulness in watching the shows significantly contributed to enjoyment. Mere exposure and perceived realism were not of impact. Implications for media entertainment are discussed.