接觸或迴避選舉民意調查報導之閱聽人在人口學特徵、傳播行為及心理特徵等方面之區別分析

The Social and Psychological Characteristics of Readers and Nonreaders of Election-Polling Reports

本研究探討接觸或迴避選舉民意調查報導的民眾，在人囗學變項上的特徵、傳播行為模式，及個人心理特徵等方面之差異。調查對象為民國八十一年第二屆立法委員選舉時台北巿北區合格選民。從437份經由電話訪問所獲得的問卷答案中可以發現，和迴避選舉民意調查報導的民眾相比，接觸選舉民意調查的民眾，比較有可能是男性、平均教育程度及平均收入較高，從報紙、電視、雜誌及人際溝通管道中獲得較多的選舉訊息，對政治較有興趣，而且對競選活動的了解程度也較高，這些研究發現相當近似於國外類似的研究結論。大致說來，中上階層的民眾，才是民意調查報導的主要讀者。

This study explores the differences between readers and nonreaders of stories about election polls reports in their social backgrounds, communication behaviors, and their psychological traits. A telephone survey found that, compared to the nonreaders of campaign stories, the readers of those stories are more likely to be male, those who have higher income and educational background, and those who have greater political interest and knowledge about campaign activities. In addition, the readers also obtain more messages about campaign affairs by attending to campaign-related stories carried by the newspaper, TV, and magazines. They also discuss campaign issues with their family, colleagues, and friends more frequently than nonreaders do. Most of the major findings of this study are parallel to the findings of previous studies that have been done in America.