2023年年會論文 -沉默是「今」?以問題解決情境動機探討社群媒體中積極少數
篇名
沉默是「今」?以問題解決情境動機探討社群媒體中積極少數
Is Silence "Today"? Motivating Positive Minorities in Social Media with Problem-Solving Situational Motivation
作者
洪祥智
中文摘要

 為與公眾建立良好關係,瞭解民眾意見及風向,各政府部門應探討公眾在何時以及在何種議題上願意闡述自己的意見。將傳播研究中的輿論結合公共關係研究,有助於為單位決策提供信息,從而已更廣泛的視角制定完善的政策和法規。本研究旨在探討社群媒體中的積極少數,論證沉默螺旋理論,藉國內兵役制度延長當今國內重要議題,以線上問卷調查法取得 307 位網路使用者填答之有效樣本,使用 PROCESS 調節模型分析結果發 現,問題解決情境動機在感知氣候和表達意見意願之間的重要性,在感知意見氣候不利時,意見少數族群因有較高的問題解決情境動機,會有較高的表達意願,識別出沉默螺旋中所謂的“中堅份子”(hardcore)的核心可能 因素,而多數族群因“搭便車心態”而降低了表達意願,從而解釋沉默螺旋、停止和群體規模效應假設的理論意義。

英文摘要

 In order to establish a good relationship with the public and understand their opinions and trends, various government departments should explore when and on what issues the public is willing to express their opinions. Combining public opinion in communication research with public relations research can help inform organizational decision-making, thereby formulating sound policies and regulations from a broader perspective.This study aims to explore the active minority in social media, to demonstrate the spiral of silence theory, to prolong the current domestic important issues through the domestic military service system, and to obtain 307 valid sample filled in by Internet users, using the PROCESS model to analyze the results, found that,The importance of problemsolving situational motivation between the perceived climate and the willingness to express opinions. When the perceived opinion climate is unfavorable, opinion minority groups have higher problem-solving situational motivation and higher willingness to express their opinions. The spiral of silence is identified. Socalled"hardcore"(hardcore) core possible factors, while the majority group is due to"free rider mentality"which reduces the willingness to express, thus Explain the theoretical implications of the silent spiral, halting, and group size effect hypotheses.

中文關鍵詞
沉默螺旋、問體解決情境動機、群體規模假設、兵役延長政策、 積極少數、活躍公眾、公共關係
英文關鍵詞
Spiral of Silence, Motivation to Solve Situation, Group Size Hypothesis, Military Service Extension Policy, Active Minority, Active Public, Public Relations
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