超越蓝与绿?台湾主流媒体意识形态与网络舆论交互影响研究  

Beyond Blue and Green? A Study on the Interactions between the Mainstream Media Ideology and the Internet Public Opinion in Taiwan

作　　者：乐媛[1] 刘君琳[1] 

机构地区：[1]厦门大学新闻传播学院,福建厦门361005

出　　处：《台湾研究集刊》2013年第4期70-78,共9页Taiwan Research Journal

基　　金：福建省社科规划项目"超越制度决定论:两岸互联网政治参与比较研究"(2012C103);教育部人文社会科学研究青年基金项目"超越制度决定论:两岸互联网政治参与比较研究"(13YJC860015)

摘　　要：网络舆论的兴起能否在实质意义上挑战台湾主流媒体的政治话语,很大程度上取决于台湾网民对于传统媒体报道中所设置框架的反抗,甚至反过来影响传统媒体的能力。本文以"陈光标事件"在台湾掀起的舆论风波为分析案例,旨在考察当涉及两岸的非政治事件被呈现于主流媒体与网络讨论时,蓝绿意识形态是否依然起作用并如何影响二者间的互动。研究发现,网络舆论与媒体报道在态度与框架选择上并不完全一致;泛绿平台上的报道与网民舆论在事件发展的中后期相互影响,且网络舆论开始反作用于报道;媒体对于网络舆论的议程设置能力依然存在,但并不意味着更好的框架互动效果。研究肯定了台湾网民对传统媒体的挑战能力,并揭示了更为复杂的互动关系,其中意识形态扮演了重要角色。This paper argues whether the rise of online public opinion could really in essence challenge the political dis- course of mainstream media depends largely on the revolt of Taiwan Internet users against the frameworks set by traditional media coverage and their ability to influence the traditional media. Based on the case study of ＂Chen Guangbiao Event＂ which set off a storm of public opinion, the writer aims to investigate the effect produced by the Blue and Green political ideologies and the way to influence the interaction between the two when it comes to the discussion by both of the mainstream media and the Internet public opinion on a non-political event. The findings show that there exist some differences in attitude and frame- work between the media and the online opinion and the interactions as well between the media coverage and the online opinion in the middle of and later development of the event, while at the same time, the network public opinion begins to react on the coverage. Even though the media still has the ability to work out the agenda of the Internet opinion, it does not necessarily mean the better interaction effect of the framework. The study also affirms the ability of Taiwan netizens to challenge their tradi- tional media, revealing more complex interactive relationship in which the ideology plays an important role.

关 键 词：台湾地区 意识形态 媒体 网络舆论 框架 

分 类 号：G206.3[文化科学—传播学]