台灣同婚公投的Facebook 集體行動框架分析

Framing Analysis of Taiwan's Same-sex Marriage Referendum Movement on Facebook

本研究關注台灣同志社群如何運用社群媒體框架訊息、推動同婚運動， 爭取社會共識，以及同志社群在社群媒體上的動員策略。本研究使用內容分 析、文本分析與訪談法三種方式分析四個支持同婚社團的粉絲專頁，並深度 訪談10 名同婚運動者。研究發現，使用最多的是「診斷問題框架」，依序為 「動員框架」與「責備政治框架」。反同留言強調婚姻的公共利益、家庭功 能與父母的育兒適切性；挺同留言強調人權、婚姻平等與社會的進步價值。在動員上，社群媒體打破地理疆界，透過人際關係的串連，擴大結盟網絡。網紅的呼籲讓支持者產生愛屋及烏效應，展現社群媒體上獨特的「社群結盟政治」。社群媒體兼具私人社群與公共平臺互為論述的場域，顯現親密關係在公私界線的流動。

 

This study examines the use of collective action frames and the mobilizing strategies on social media by LGBT communities in Taiwan to promote samesex marriage and build a supportive social consensus. Content analysis and textual analysis were conducted to analyze postings on the Facebook fan pages of four groups that support same-sex marriage, followed by in-depth interviews with 10 activists from these groups. The findings demonstrate that "diagnostic frames" were the most commonly used frames, followed by "motivational framings" and "blaming frames" The comments against same-sex marriage argued that the traditional marriage supports public interest, the function of the family, and proper parenting, whereas the postings that support same-sex marriage emphasized the importance of human rights, marriage equality, and progressive social values. In terms of mobilization, social media eliminated geographical boundaries and expanded the size of alliance networks that through the development of interpersonal links. Endorsements from social media influencers also attracted more supporters to identify with the cause of the activists. This exemplifies the unique dynamics of “social media coalition politics.” Since the social media functions as private communities as well as public platforms, it provides a field of interdiscursivity for intimate relationships to flow across the boundaries between the private and the public.