民眾選擇性暴露、敵意媒體效果與政黨認同：以客家電視臺為例

Abstract

本研究從民眾信任型／接近型選擇性暴露，和敵意媒體效果兩個方向，討論客家電視臺所塑造的政黨認同。以選擇性暴露理論觀之，政黨認同如何因為選擇性暴露而形成，本研究不否認政黨認同做為自變數，影響了媒體暴露，然民眾政黨認同受到什麼更前端預存傾向的影響，是本研究切入的角度。首先，本研究發現民眾信任型／接近型選擇性暴露使其政黨認同偏向泛藍，敵意媒體效果使其政黨認同偏向泛綠，其中前者影響更鉅，亦即當民眾信任客家電視臺政治新聞，或認為其政治觀點與客家電視臺政治新聞接近時，信任型／接近型選擇性暴露對於政黨認同（偏向泛藍）的效果較大；相對地，當民眾不支持政府出錢經營客家電視臺，或認為成立客家電視臺是為了「討好」客家族群時，此敵意媒體傾向對於政黨認同（偏向泛綠）的效果較小；當民眾同時具有信任型／接近型選擇性暴露和敵意媒體傾向時，選擇性暴露對其政黨認同影響較大。民眾對客家電視臺的信任型／接近型選擇性暴露和敵意媒體效果，的確造成了政治效果。兩者雖在本研究得到驗證，但對此以少數族群名稱命名電視臺的發展卻令人憂心，因為信任型／接近型選擇性暴露和敵意媒體效果，對民眾政黨認同影響方向迥異，且存在於不同族群之間。主政者對族群媒體的想像，關係著未來客家電視臺的定位與發展，多元文化如何可能，也考驗著主政者與民眾的智慧。

This study discusses and probes the political effect of Hakka TV from people`s selective exposure and the hostile media effect. Firstly, it discovers that the main audiences of Hakka TV are Hakka people, the second (1943-1960) or third (after 1961) political generation, and people living in northern Taiwan. In addition, this study finds that selective exposure to Hakka TV makes people`s political identification tend to prefer [the] pan-blue parties, and the hostile media effect makes people prefer [the] pan-green; the former apparently has much more impact on people. In other words, when people trust political news reported by Hakka TV or assume their political positions are similar to those on Hakka TV, the influence of the selective exposure in favor of the pan-blue party identification is even bigger. Relatively, when people do not support the government to increase the subsidy for Hakka TV or assume the goal of Hakka TV is to gain favor with the Hakka ethnicity, the influence of the hostile media effect in favor of the pan-green party identification is much weaker. People`s selective exposure and the hostile media effect towards Hakka TV [indeed] results in political effects. Although the study verifies the above correlation, the development of Hakka TV named by ethnic minorities is particularly concerned. In addition, the multiplicity of language usages in Hakka TV is worthy of further research.