農業產銷失衡風險的媒體再現：以價格崩盤新聞為例

Abstract

近年臺灣農產品產銷失衡成為傳統主流報紙與農業網路媒體關注的議題，主流媒體的報導往往無法涵蓋農業生產與銷售的關鍵風險，易引發社會對價格的預期心理，甚至是恐慌。\n本文採取混合研究方法，針對主流媒體2016到2020年的線上新聞資料，進行量化的內容分析與質性論述分析，以政治立場傾向國民黨的《中時新聞網》與政治立場傾向民進黨的《自由電子報》兩家新聞媒體為分析樣本的來源。研究發現，農產品價格崩盤新聞中最常見的三個框架是「政府措施」、「公益善事」和「風險訊息」，但《中時新聞網》與《自由電子報》兩報的對立政治立場則是大量反映於消息來源的選擇與政治人物發言策略，尤其民代的論述模式主要呈現為「積極發聲」、候選人的論述模式呈現為「消極解釋」，記者會則是暗示政黨長期角力的問題。\n就消息來源的分析發現，農經專家的比例極少，有些專家同時具備專業權威和政府官方權威雙重身份的特殊現象，為一種特殊的缺陷模式。此外，媒體的採訪策略暴露出不夠重視農民及中間商的意見觀點，並大幅引述自各類網友的內容轉變。總結而言，農業經濟在媒體上缺乏根本探討，農產品價格崩盤事件成為政治人物的口水戰新聞。

In recent years, price volatility issues on farm products news reporting in Taiwan have come to mainstream newspapers and online agricultural media`s attention. Still, reports often fail to cover critical risks and complex stakeholders’ relations in the agricultural supply chain.\nThis study adopts a mixed research method to conduct quantitative content analysis and qualitative discourse analysis on the online news of the mainstream media Chinatimes and The Liberty Times. According to the results, the top three frameworks are "Government Measures," "Public Welfare," and "Risk Messages." The opposite position of these two media is reflected in the sources of the news and the speech strategies of politicians. In particular, the politicians’ narrative mainly present “active voices” and the candidates’ narrative mainly present “negative explanations”.\nUnlike other research results on risk communication, some experts have the professional and official government authority phenomenon in this study. Chinatimes prefers to cite a single source, and the distinction between requoting and rewriting is no longer clear. The agricultural economy lacks fundamental discussion in the media, and the media seems to have become a sharp weapon in the war of words.