「參與聯合國」之國際宣傳策略研究

The Propaganda of the R.O.C. : The Case of the UN participation

本文以我國參與聯合國之宣傳作為為例，探討其宣傳策略，結論發現：（一）我國參與聯合國文宣之呈現之主軸策略部分主要在強調我國對國際事務之關心，有能力有意願參與聯合國；形象塑造的部分，最多在陳述我國本身之政治及經濟條件，凸顯本身能力，應該順理成章的成為國際社會之一員，參與聯合國之相關活動。至於訴求的部分，則以理性感性並陳之方式為主。（二）從訪談的內容及針對文宣之內容分析結果來看，攻擊策略並非我國參與聯合國宣傳中之主要策略；從分析中亦能窺見，文宣中訴諸法理、國際同情及本身條件，仍是相關單位企圖激起國際共鳴較長使用之宣傳方式。（三）我國之參與聯合國宣傳策略和理論中所陳明之學者理論有其相符及適用性，宣傳理論多能替我方之傳播策略提出相關具體之建議。另外文中亦對未來聯合國之宣傳策略提出建議，包括：（一）以宣傳目標來說，筆者認為無論是針對哪一個目標對象皆可更細緻地勾勒出「目標層級」。（二）是宣傳效果評估的部分，在前述各項優先目標順序下，若能設定更細部的目標將會更恰當。（三）相關單位應該從宣傳效果之測量上作更細部之規劃及設定，以避免民眾錯誤及武斷地認為「我國無法參與聯合國」是「參與聯合國之國際宣傳策略之失敗」的結果。（四）此外，作為一個聯合國現狀之「挑戰者」，應該在攻擊策略的使用上進行加碼，清清楚楚地對各國陳述中國大陸對我方之打壓。（五）則是各種可能資源的轉換運用。

Based on the theory of propaganda drawn from the political communication analysis, this article will focus its study on the R.O.C.'s propaganda during the period of participating in UN. In the article, In-depth interview and content analysis are the main research methods. The strategy framing of the R.O.C. will be the main purpose of the research; in this way, the author will divide the direct mails (DMs) into some categories and discuss whether the main themes in accordance with the content of DMs or not. In addition, the theory of propaganda will be applied in the article. The major findings can be summed as follows: 1.The strength of the R.O.C. had be applied in propaganda.2.Both of the rational and affective appeals had be found in the content.3.Attacking tactics wasn't the main strategy in propaganda. At last, the author suggests that the attacking tactics can be applied in the ON-participating propaganda. Besides, the principle of Integrated Marketing Communication will be the important approach we can improve the effects of communication.