社群媒體的政治互動：以2018、2022臺北市長選舉為例

The Political Interactions on Social Media in the 2018 and 2022 Taipei Mayoral Elections

本研究探討政治傳播中傳播工具轉換帶來的互動型態轉換，尤其在人際連結和訊息交換為主體的社群媒體環境中，辨別政治訊息溝通目的及其觸發的互動型態為本研究核心。研究導入過去文獻提出具互動層級概念的「資訊－社群－行動」分析架構，檢視近兩次（2018與2022年）臺北市長選舉六位主要候選人的臉書粉絲專頁共1,747則貼文，並將貼文類型與使用者涉入行為進行比較分析，最後討論政治人物經營社群媒體的互動情境。結果顯示，候選人有著各自偏重的訊息溝通策略，且與選民互動程度亦有所差異，但整體看來，候選人並不積極透過社群媒體進行政見溝通對話。研究也發現，直播已是經營線上社群的主要工具並顯著吸引使用者涉入，此現象或可視為新的政治對話模式。

 

This study explores how social media may transform political campaigns as well as the interactions between candidates and individuals, centering on communication objectives and interactive patterns. A content analysis is performed on 1,747 posts and the number of likes, comments, and shares on these posts, collected from six main candidates’ Facebook Pages in the 2018 and 2022 Taipei mayoral elections. An analytical framework of “Information-Community-Action” is applied to identify the purpose of social media political messaging and the patterns of interaction it may trigger. Results show that each candidate had their own preferred communication strategies, but none actively communicated about policies with their followers on Facebook. Additionally, live streaming appears to become a critical tool for candidates to build online communities, and it also significantly attracts followers to leave comments. Live streaming can be regarded as a new mode of political dialogue.