新興社群媒體之政治迷因化：以2024年臺灣總統大選後民進黨在Threads的案例研究

The Memetization of Politics on Emerging Social Media: A Case Study of the Democratic Progressive Party’s Use of Threads After Taiwan’s 2024 Presidential Election

本研究探討2024年臺灣總統大選後，民進黨如何在Threads進行政治迷因化。賴清德以40.05%得票率當選總統，民進黨面臨少數政府與年輕選民支持度下降，轉向Threads吸引年輕世代。本研究採用走察法結合主軸編碼，分析民進黨的迷因化過程，聚焦三面向：（1）目標啓動：選擇Threads吸引年輕世代；（2）宣傳策略：政治人物以第一人稱、寵物與家人等迷因貼文展現日常，運用幽默與溫暖迷因策略拉近選民距離，增加粉絲數；（3）關係風格：政治人物扮演網紅角色，透過「自我迷因化」以情感訴求強化支持者連結，經討論串互動增加愛心與回應數，放大同溫層效應。研究發現，溫暖迷因有助於增進內部團結與情感連結。Threads的媒介過程與文化符號強化同溫層效應，但也提供突破可能性。未來研究可擴展至其他政黨，探討迷因化對投票行爲、異溫層及跨世代對話的影響。

This study explores how the Democratic Progressive Party (DPP) employed the“memetization”of politics on Threads following Taiwan’s 2024 presidential election. Lai Ching-te won with 40.05% of the vote, but the DPP faced a minority government and declining youth support, prompting a shift to using Threads to engage younger generations. Through the use of the walkthrough method and axial coding, this study analyzes the DPP’s memetization process across three dimensions: 1. Objective activation, which is the selection of Threads to attract the attention of younger generations; 2. Propaganda strategies, where politicians use first-person narratives, pets, and family members in meme posts to depict daily life, and leverage humor and warm memes to foster closer connections with voters and increase their followers; 3. Relationship style, which is when politicians act as political influencers, and engage in memetization of the self with emotional appeals, using threaded conversations to boost likes and comments, amplifying echo chamber effects. The findings indicate that warm memes enhanced both internal unity and emotional ties with supporters. The media processes and cultural symbols of Threads strengthened echo chamber effects but also offered the potential to transcend these effects. Future research could examine other political parties and the influence that memetization has on voting behavior, cross-ideological interactions, and intergenerational dialogue.