社群媒體時代中的政治修辭：以2018年韓國瑜競選高雄市長為例

Political Rhetoric in the Age of Social Media: A Study of Han Kuo-yu’s 2018 Campaign of Kaohsiung Mayor

本文試圖找出社群媒體時代中政治修辭的特色，除了從現有的文獻討論中歸納整理外，另以2018年韓國瑜競選高雄市長時期的政治修辭作為個案討論。在第一節中首先針對相關概念進行釐清說明，諸如社群媒體時代、政治修辭做扼要界定。第二節則整理出現有文獻提出社群媒體時代中的政治修辭之四大趨勢：分眾溝通、病毒行銷、娛樂加劇、媒介真實等特色。第三節以韓國瑜競選高雄市長的個案作為討論焦點。本文藉由語藝類型批評的框架，以外在分析、內在分析，闡述韓國瑜的政治修辭特色。在個案研究上，以韓國瑜臉書粉絲專頁，並以選前最後一個月的留言貼文為分析對象，闡述其特色。最後，藉由個案討論，提出傳統媒體仍是議題設定的重要關鍵；驚句、金句、接地氣的政治語言吸引注意；直播、影片以及歌曲方式受到群眾的青睞。

This article aims to pinpoint the characteristics of political rhetoric in the age of social media. Besides of digesting from contemporary relevant articles, the author focuses on the case of Han Kuo-Yu’s Kaohsiung mayoral election, analyzing how Han used political rhetoric, such as political speeches, reports, postings on the Facebook. Using the method of rhetorical criticism, the framework offers external and internal analysis. The research especially examines the last month of Han’s Facebook fan page, analyzing the postings, such as live videos, reports, links, messages. After the investigation, I contend that there are three more concrete features: first, the traditional media still play the important role of“agenda-setting”. Second, shocking ideas, maxims and down-to-earth terms are very attractive rhetorical device. Third, the live videos, videos, and songs are much popular in the age of social media.