初探網路謠言中「女性」符號運作：以東森新聞台「網路追追追」為例

The Rhetorical Patterns of Using 'the Female' as A Sign in the Internet Rumors: On the Website of ETTV's 'ETRumors'

透過「公關管理」、「性別研究」和「修辭學」等研究領域之互相結合，本研究自東森新聞台「網路追追追」網站上，有系統的蒐集網路謠言個案，找出其中「女性」符號運作的模式，呼應與修辭學取向的公共關係理論模式，並提供公關管理方面的建議，裨益公關從業人員處理以女性消費者為訴求的網路謠言。研究發現，面對網路謠言中「女性」符號的操作，公關人員必須正視其中所造成的恐懼心理與被剝奪感，並以保護照顧女性為內涵的公關行動來應對。

The present study applies theories of Public Relations (PR) Management, Gender Studies and Rhetorics to the research of the Internet rumors in Taiwan. In response to the theories of rhetorical approaches to PR, the present study systematically collects the Internet rumors, mainly on the website of ETTV's 'ETRumors,' which are related to the female. The present study analyzes the rhetorical patterns of using 'the female' as a sign in the Internet rumors, in order to offer suggestions to PR practitioners while coping with the female-consumer-related Internet rumors. The research findings suggest that PR practitioners pay special attention to the fear of being deprived, which is prevalent among female consumers when they are exposed to the female-related rumors on the Internet. Facing the rumors, PR practitioners should designate their PR plans to achieve the goal that the female consumers will have the feeling of being well taken care of and protected by the corporations.