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題名 電視政論性談話節目的第三人效果研究
The Third-person Effect of Political Call-in Programs
作者 吳倩慧
Wu, Chien-Hui
貢獻者 羅文輝
Lo, Ven-Hwei
吳倩慧
Wu, Chien-Hui
關鍵詞 第三人效果
電視政論性談話節目
Third-person effect
Political call-in program
日期 2008
上傳時間 18-九月-2009 19:48:35 (UTC+8)
摘要 　　本研究探討「電視政論性談話節目」的第三人效果。第三人效果假說指出，人們會傾向認為，媒介訊息對自己的影響較小，對他人的影響較大。當媒介訊息產生第三人效果認知時，會使人們採取對應行動，為保護自己或他人不受訊息的負面影響而支持限制媒介，因此本研究的主要目的，在探討一般人對電視政論性談話節目的認知與態度，是否存在第三人效果（third-person effect），以及第三人效果是否會導致人們支持限制電視政論性談話節目。

　　本研究除了探討電視政論性談話節目是否會產生第三人效果外；並採用人口變項、電視政論性談話節目的社會需要性、政治注意及政治自我能等變項，來預測電視政論性談話節目的第三人效果認知，同時也進一步採用第三人效果認知來預測人們是否支持對電視政論性談話節目進行限制。

　　本研究的資料來自中央研究院2008 年台灣地區社會變遷調查計畫第五期第四次大眾傳播組的數據，這項研究共有1980 份有效問卷。資料分析顯示，電視政論性談話節目對台灣民眾會產生第三人效果，受訪民眾普遍認為電視政論性談話節目對於一般民眾產生的負面影響，大於對自己的負面影響。

　　其次，在電視政論性談話節目的社會需要性方面，受訪者認為社會越不需要電視政論性談話節目，第三人效果認知差距越大。對於政治的注意程度方面，研究結果發現，受訪者對政治注意程度較高，越傾向認為對自己和其他人的負面影響較大。同時，受訪者認為電視政論性談話節目的負面影響越大，也就越傾向支持對電視政論性談話節目進行限制；電視政論性談話節目「對自己的負面影響」、「對其他人的負面的影響」和第三人效果認知差距三變項，均是預測支持政府限制電視政論性談話節目的顯著變項。
The research is about “third person effect” of political call-in program. The“third-person effect” hypothesis states that mass media have geater effect on others than on himself or herself. When “third person effect” occurs, people tend to protectthemselves or others from being influenced negatively by media, which lead them to favor the restriction of media. Therefore, the purpose of the research is to analyze the　existence of “third- person effect” among general pereception and attitude toward　television political call-in program and whether “third preson effect” would lead people to favor political call-in program.

In addition to the analysis of third person effect of political call-in program, demographic variable, desirability of TV political call-in program, political attentionand external political self-efficacy are all adopted to predict the third person effect of political call-in program. In the mean while, the result of third person effect is used topredict whether people favor the restriction of political call-in program.

The data of research comes from Academia Sinica, project of the Taiwan Social Change Survey, 2008 issue fifth, fourth time, section of mass communication. This
research includes 1980 valid samples. The result of data analysis indicates that TV political call-in programs have effects on interviewees generally believe that TV political program have greater negative effects on others than on themselves.

In addition, as to the desirability of TV political call-in program, interviewees think that less desirability of TV political call-in program lead to greater gap of the
perception toward third person effect. As for the political attention, the result indicates that the higher political attention of interviewee, the high tendency for people to think greater third person effect on others and themselves. Mean while, interviewees think that the greater negative influence of political call-in program, there is higher
tendency for them to favor the restriction of political call-in program. The influence of political call-in program on oneself, the others and third-person perception, the three significant variables are all favorable to the restriction of TV political call-in program.
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描述 碩士
國立政治大學
新聞研究所
95451026
97
資料來源 http://thesis.lib.nccu.edu.tw/record/#G0095451026
資料類型 thesis
dc.contributor.advisor 羅文輝zh_TW
dc.contributor.advisor Lo, Ven-Hweien_US
dc.contributor.author (作者) 吳倩慧zh_TW
dc.contributor.author (作者) Wu, Chien-Huien_US
dc.creator (作者) 吳倩慧zh_TW
dc.creator (作者) Wu, Chien-Huien_US
dc.date (日期) 2008en_US
dc.date.accessioned 18-九月-2009 19:48:35 (UTC+8)-
dc.date.available 18-九月-2009 19:48:35 (UTC+8)-
dc.date.issued (上傳時間) 18-九月-2009 19:48:35 (UTC+8)-
dc.identifier (其他 識別碼) G0095451026en_US
dc.identifier.uri (URI) https://nccur.lib.nccu.edu.tw/handle/140.119/36824-
dc.description (描述) 碩士zh_TW
dc.description (描述) 國立政治大學zh_TW
dc.description (描述) 新聞研究所zh_TW
dc.description (描述) 95451026zh_TW
dc.description (描述) 97zh_TW
dc.description.abstract (摘要) 　　本研究探討「電視政論性談話節目」的第三人效果。第三人效果假說指出，人們會傾向認為，媒介訊息對自己的影響較小，對他人的影響較大。當媒介訊息產生第三人效果認知時，會使人們採取對應行動，為保護自己或他人不受訊息的負面影響而支持限制媒介，因此本研究的主要目的，在探討一般人對電視政論性談話節目的認知與態度，是否存在第三人效果（third-person effect），以及第三人效果是否會導致人們支持限制電視政論性談話節目。

　　本研究除了探討電視政論性談話節目是否會產生第三人效果外；並採用人口變項、電視政論性談話節目的社會需要性、政治注意及政治自我能等變項，來預測電視政論性談話節目的第三人效果認知，同時也進一步採用第三人效果認知來預測人們是否支持對電視政論性談話節目進行限制。

　　本研究的資料來自中央研究院2008 年台灣地區社會變遷調查計畫第五期第四次大眾傳播組的數據，這項研究共有1980 份有效問卷。資料分析顯示，電視政論性談話節目對台灣民眾會產生第三人效果，受訪民眾普遍認為電視政論性談話節目對於一般民眾產生的負面影響，大於對自己的負面影響。

　　其次，在電視政論性談話節目的社會需要性方面，受訪者認為社會越不需要電視政論性談話節目，第三人效果認知差距越大。對於政治的注意程度方面，研究結果發現，受訪者對政治注意程度較高，越傾向認為對自己和其他人的負面影響較大。同時，受訪者認為電視政論性談話節目的負面影響越大，也就越傾向支持對電視政論性談話節目進行限制；電視政論性談話節目「對自己的負面影響」、「對其他人的負面的影響」和第三人效果認知差距三變項，均是預測支持政府限制電視政論性談話節目的顯著變項。		zh_TW
dc.description.abstract (摘要) The research is about “third person effect” of political call-in program. The“third-person effect” hypothesis states that mass media have geater effect on others than on himself or herself. When “third person effect” occurs, people tend to protectthemselves or others from being influenced negatively by media, which lead them to favor the restriction of media. Therefore, the purpose of the research is to analyze the　existence of “third- person effect” among general pereception and attitude toward　television political call-in program and whether “third preson effect” would lead people to favor political call-in program.

In addition to the analysis of third person effect of political call-in program, demographic variable, desirability of TV political call-in program, political attentionand external political self-efficacy are all adopted to predict the third person effect of political call-in program. In the mean while, the result of third person effect is used topredict whether people favor the restriction of political call-in program.

The data of research comes from Academia Sinica, project of the Taiwan Social Change Survey, 2008 issue fifth, fourth time, section of mass communication. This
research includes 1980 valid samples. The result of data analysis indicates that TV political call-in programs have effects on interviewees generally believe that TV political program have greater negative effects on others than on themselves.

In addition, as to the desirability of TV political call-in program, interviewees think that less desirability of TV political call-in program lead to greater gap of the
perception toward third person effect. As for the political attention, the result indicates that the higher political attention of interviewee, the high tendency for people to think greater third person effect on others and themselves. Mean while, interviewees think that the greater negative influence of political call-in program, there is higher
tendency for them to favor the restriction of political call-in program. The influence of political call-in program on oneself, the others and third-person perception, the three significant variables are all favorable to the restriction of TV political call-in program.		en_US
dc.description.tableofcontents 第一章　研究動機與目的…………………………………………………………1

第二章　文獻探討…………………………………………………………………10

第一節　電視談話節目的發展……………………………………………………10
第二節　第三人效果………………………………………………………………49
第三節　影響第三人效果強弱的中介因素………………………………………59
第四節　第三人效果與支持限制電視政論性談話節目…………………………73

第三章　研究方法…………………………………………………………………77
第一節　抽樣方法及問卷調查……………………………………………………77
第二節　研究變項…………………………………………………………………83

第四章　研究結果………………………………………………………………102
第一節　樣本結構………………………………………………………………102
第二節　假設檢驗………………………………………………………………104

第五章　結論……………………………………………………………………120
第一節　重要研究發現…………………………………………………………120
第二節　研究發現的意涵………………………………………………………127
第三節　研究限制………………………………………………………………131
第四節　對未來研究的建議……………………………………………………134

參考文獻…………………………………………………………………………136
壹、中文部份……………………………………………………………………136
貳、英文部分……………………………………………………………………142

附錄
台灣地區社會變遷調查計畫第五期第四次大眾傳播組問卷（部分）………152


圖表目錄
表2-1：電視政論性談話節目的定義……………………………………………16
表2-2：電視政論性談話節目的收視狀況………………………………………42
表3-1：2008年社會變遷調查計畫調查第五期第四次各鄉鎮樣本數分配表…79
表3-2：2008年台灣地區社會變遷調查計畫調查第五期第四次大眾傳播組樣本代表性檢定結果……………………………………………………………………81
表3-3：測量媒介收視狀況之平均數、標準差…………………………………84
表3-4：測量電視政論性談話節目收視狀況之平均數、標準差………………85
表3-5：電視政論性談話節目對自己、其他人的負面影響之平均數、標準差88
表3-6：測量電視政論性談話節目「對自己的負面影響」認知題項的主成分因素分析………………………………………………………………………………89
表3-7：測量電視政論性談話節目「對其他人的負面影響」認知題項的主成分因素分析……………………………………………………………………………90
表3-8：測量電視政論性談話節目的社會需要性之平均數、標準差…………91
表3-9：政治注意程度之平均數、標準差………………………………………93
表3-10：測量政治注意程度題項之主成分因素分析…………………………94
表3-11：政治自我效能感的主成分因素分析（用varimax轉軸）…………96
表3-12：政治自我效能感的主成分因素分析（用varimax轉軸）…………97
表3-13：內在政治自我效能感之平均數、標準差……………………………98
表3-14：外在政治自我效能感之平均數、標準差……………………………98
表3-15：測量受訪者支持政府採取媒介管制題項之平均數、標準差………100
表3-16：測量受訪者支持政府採取媒介管制題項之主成分因素分析………100
表4-1：2008年台灣地區社會變遷調查計畫調查第五期第四次樣本分析…103
表4-2：電視政論性談話節目對自己、其他人的負面影響之paired t檢定105
表4-3：電視政論性談話節目的社會需要性與第三人效果認知之相關矩陣106
表4-4：政治注意程度與第三人效果變項（對自己的負面影響、對其他人的負面影響）的相關矩陣……………………………………………………………107
表4-5：第三人效果變項（對自己的負面影響、對其他人的負面影響和第三人效果認知）與政治自我效能感的相關矩陣……………………………………109
表4-6：人口變項、媒介收視變項、電視政論性談話節目的社會需要性、政治注意程度及政治自我效能感對第三人效果變項和第三人效果認知的階層迴歸分析…………………………………………………………………………………113
表4-7：第三人效果變項（對自己的負面影響、對其他人的負面影響）、第三人效果認知與支持限制電視政論性談話節目的相關矩陣……………………115
表4-8：人口變項、媒介收視變項、電視政論性談話節目的社會需要性、政治注意程度、政治自我效能感及第三人效果變項對支持限制電視政論性談話節目的階層迴歸分析…………………………………………………………………119		zh_TW
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dc.language.iso en_US-
dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G0095451026en_US
dc.subject (關鍵詞) 第三人效果zh_TW
dc.subject (關鍵詞) 電視政論性談話節目zh_TW
dc.subject (關鍵詞) Third-person effecten_US
dc.subject (關鍵詞) Political call-in programen_US
dc.title (題名) 電視政論性談話節目的第三人效果研究zh_TW
dc.title (題名) The Third-person Effect of Political Call-in Programsen_US
dc.type (資料類型) thesisen
dc.relation.reference (參考文獻) 壹、中文部份zh_TW
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