線上災難傳播的議題設定效果：高雄氣爆事件中媒體臉書粉絲專頁主文與回應文的互動影響

Abstract

本研究探討在高雄氣爆發生後的兩個月期間，臺灣新聞媒體的臉書粉絲專頁上，媒體和網友的互動過程和內容。本研究以議題設定理論為基礎，使用電腦內容分析方法，針對臺灣的三大報紙《蘋果日報》、《聯合報》、《自由時報》、與四個新興網路新聞媒體《新頭殼》、《天下獨立評論》、《關鍵新聞》、《風傳媒》，一共七個媒體的臉書粉絲專頁上796則的媒體主文和40,911則回應文，探討兩者的數量和內容（主題、正負面情感和認知處理）、以及之間的互動關係和變化趨勢。結果發現，網友對氣爆事件的關注程度（回應文的數量）和對該事件的正負面情感和認知處理水平（回應文的內容）都受到媒體主文的影響。在各種影響中，每則主文對它的回應文，以認知活動的影響為主，情感表達為輔。正面情感是人們經常用來表達快樂、良好和甜美等正面情感的詞語；負面情感是人們經常用來表達恨、醜、焦慮、害怕和可怕等負面情感的詞語；而認知處理是人們經常用來表達與推理、思考和理性有關的詞語，例如：原因、知道、想等，來建立因果解釋和有效地組織思緒。粉絲團中的發文雖然監督了政府的災難管理，但網友總體的認知程度卻無法隨時間的推移有所累積，使用關於推理、思考和理性的詞語數量越來越少。跟傳統內容分析的方法相比較，電腦內容分析的方法用比較客觀的方式分析了社群媒體中媒體和網友大量的帖文內容。本研究所考察的粉絲團中媒體和網友的互動過程和效果類似傳統準實驗的研究方法，一方面在自然的環境中進行，有較高的外部效度；另一方面又可以從發文的時間前後直接推論媒體主文對網友回應文的影響力。

This study examines interactions between the news media and internet users in Facebook groups during the two months following the 2014 Kaohsiung gas explosions. The news media samples include three major newspapers in Taiwan (Apple Daily, United Daily, and Liberty Times) and four internet-based news outlets (New Talk, Independent Comments of Commonwealth, News Lens, and Storm Media). We conduct a computerized content analysis, which unlike a traditional content analysis, allows us to more objectively deal with a large amount of content. Using this method, we studied posts and comments related to the gas explosions in terms of their volume and content (i.e., topics, positive and negative emotions, and cognitive processing). We find that these posts and comments paid more attention to the cognitive aspect of the disaster than to positive and negative emotions. Further, while both the media and audience paid close attention to the government’s disaster management, in contrast with the news media, the audience’s cognitive processing diminished over time and thus, related knowledge could not be accumulated. This study also examines the impact of media posts on Facebook fans` comments while controlling for time sequence in a natural environment, which is similar to a quasi-experiment, and doing so improved both external and internal validities.