豈止於「再次偉大」：數位社群媒體下的賦名策略

Beyond Expectations of“Making America Great Again”: Framing Strategy in Digital Social Media

本文提出數位社群媒體情境下有關話語賦名的新見解。賦名對於那些試圖與利益相關者取得共識、促進集體行動的管理者和政府官員而言，是個重要的議題。數位媒介技術及其相關制度載體，比如臉書、推特、微信、 Line 等在提供全新溝通環境的同時，也對策略行動者話語表達和評價者深度文化認知帶來新的挑戰。我們以美國總統川普的推文為研究對象，指出社群媒體情境下存在風格化、論辯化、認同化和連接化等四種賦名策略，它們分別側重於話語屬性的不同方面，比如附加語用效應、邏輯理性、情景理性以及傳播媒介。同時，我們也發現在不同的話語主題諸如政治、社會、經濟、國家安全、外交和媒體等情境下，上述賦名策略之組合呈現出差異性。

This article offers a new understanding of framing strategy in the digital context of social media. Framing is crucial not just for managers and executives but also for state officials worldwide who face difficulties in communicating policies to build consensus and mobilize action. Digital media platforms, such as Facebook, Twitter, WeChat, and Line, not only present a new communication channel but also pose new challenges in the discursive expression and cultural innovation of strategic actors. Based on the case study of President Trump’s tweets, we identify four types of framing in the digital media context, namely stylization, argumentation, consensualization, and connection. They focus on pragmatic effects, logical rationality, contextual rationality, and communication media, respectively, which are related to discourse analysis in general. We further show that framing of tweets is likely to be moderated by various social problems related to politics, society, economics, national security, diplomacy, and media.