運用社群媒體民意改進政府施政品質-以Facebook政府粉絲專頁及個人留言為例

Abstract

近來新興的媒介-社群媒體因其特質以及越來越多人使用，因而成為其中值得注意的平台。目前政府對於民眾提出的建議仍傾向認為只需回覆即可，至於後續是否有納入民眾意見並不特別注重。因此本文目的係希望政府能夠將這些提供建議之民意彙整分析，並能成為做決策的資料來源，以實現貼近民意的電子化參與治理願景。為達前述目的，有幾個問題必須釐清包含民意的內涵為何、政府採納民意的條件是什麼及參考程度如何等。從過去文獻中尋找相關學理後，以社群媒體不同傳播途徑選擇典型個案，並使用內容分析法，用以分析民意內涵，以及訪談法，以瞭解官僚對於民意的認知及態度。\n其研究結論為民意若是在議題及特定條件下可能傾向理性，關於民意的偏好，若討論對象是政府時，對於議題不贊同時或信任程度較低時，參與程度可能越高，為了提出更多想法意見跟政府交涉；若討論對象是民眾，則信任程度越高，參與程度越高。而民意若其傳播途徑經由媒體、議題係大多數人注意且公民參與介入決策程度較低時較容易受到政府採納。然而，在少數被採納的建議當中，被採納且有部分參考程度是政府因為執行有錯誤。其他沒有完全依照建議的可能原因有，民眾提的意見太過於激進或是某些建議可能部分有可行性，也有可能是有些建議完全採納的話成本太高，無法完全採納。\n最後，本研究依據研究結果提出建議，政府要妥適處理社群媒體特殊性，更主動積極的去關心平台上面的一些留言，平時就納入政府的資料庫當中，避免事件發生時候才去尋找，可能為時已晚。再者是官僚應轉變對於社群媒體上民意的認知，以合作態度促進參與。也就是政府在經營社群媒體時，應不只有將社群媒體平台當作政策宣導行銷之管道，亦應讓民眾可以在上面表達更多自己意見。且不僅只針對細節上的政策執行，應利用社群媒體的特性更廣泛的將民意納入各個階段的決策之中。

Recently, social media becomes the most popular platform because of the characteristics. Nowadays, the government still considers people would be satisfied by just responding to people’s opinions. With regard to public opinions with suggestion, the government pays little attention to it. Therefore, the thesis analyzes public opinions which support decision-making and promote good governance. Pursuing good governance, the government has to identify public opinions as well as the conditions and extent of adopting public opinions. The thesis searches for related theories and uses case study with the case selected in accordance with different paths of Facebook’s transmission. Content analysis and in-depth interviews are used to explore public opinions and how bureaucracy deals with them.\nThe major finding is that public opinions under specific circumstances seem rational, the more opposite public opinions against the government, the higher level of participation. In contrast, the more trust among the general public, the higher level of participation. Another finding is that public opinions are more likely to be adopted if they go through the paths of mass media’s transmission, if they are about an important issue, or if the level of public participation is low. Some public opinions may be adopted due to the government making mistakes. The others aren’t adopted because they are too radical, not feasible, or costly.\nFinally, the thesis recommends that public officials should carefully handle public opinions on social media. Also, public officials should change the attitude of dealing with public opinions and collaborate with general public on social media. The collaboration contributes to both policy marketing and public participation. Moreover, involvement of general public encourages public participation, not only in policy implementation but also in every stage of policy making.