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題名 台灣非營利組織如何適當使用臉書管道
Analysis of the Communication Characteristics of Nonprofit Organizations’ Facebook Pages in Taiwan作者 維克多
Victor Stevenson貢獻者 施琮仁
Shih, Tsung Jen
維克多
Victor Stevenson關鍵詞 台灣
非營利組織
新媒體
臉書
Facebook
Nonprofit organizations
NPO
Taiwan
New Media
Social Networking Sites日期 2012 上傳時間 1-Apr-2013 14:39:49 (UTC+8) 摘要 本論文主要在探討台灣的非營利組織(Non-profit Organization, NPO)使用Facebook的情形。根據台灣外交部所建檔的非營利組織名冊，找出其中99個非營利組織的Facebook頁面並加以分析其內容，利用這樣的第一手資料，來了解台灣的NPO如何組織和規劃其Facebook平台，來作為一個傳播媒介。本論文以1998年Kent與Taylor所提出的五大對話原則理論來分析非營利組織使用社群網站的情形，有三點發現：第一，本論文發現，有些非營利組織網站的分類太過細微，有些又太不具代表性；第二，非營利組織在Facebook上的影響力並不大；第三，本論文發現通常組織本身很少在Facebook上與使用者互動，也就是說，它們鮮少回應或是評論其他使用者的貼文和意見，組織成員並不會直接在Facebook上展開對話和溝通。本論文認為NPO使用Facebook並沒有形成一個共通的模式或規模，而是非常隨機的，沒有一個變數能夠真正具有指標意義地用來評價一個NPO粉絲頁面的品質，這大致上可以勾勒出台灣的NPO使用Facebook的情形。
This thesis examines the use of Facebook pages by nonprofit organizations (NPOs) in Taiwan.The sample for this study was constructed using the official list of Taiwanese NPOs found on the Internet site Taiwan NGO (www.taiwanngo.tw), held by The Ministry of Foreign Affairs, Republic of China (TAIWAN). A total of 99 NPOs’ Facebook pages were content analyzed, therefore this thesis used primary data. The theory used to analyze the use of the social networking site by the NPOs was the Five Dialogical Principles of the Internet proposed by Kent and Taylor (1998). Firstly, it was found that some categories of NPOs are over-represented while others are under-represented. Secondly, it was found that very little influences the way NPOs communicate on their Facebook pages. Finally, it was discovered that associations seldom interact with their users, they don not respond or comment on users’ posts or comments; associations typically do not talk directly to their fans. A global image of the use of Facebook pages by NPOs in Taiwan is given. Finally, it was found that NPOs used Facebook pages very randomly. None of the variables seem to dictate the quality of the page.參考文獻 Baker, M. J., Buttery, E. A., & Richter-Buttery, E. M. (1998). Relationship marketing in three dimensions. Journal of Interactive Marketing, 12(4), 47-62. doi: 10.1002/(sici)1520-6653(199823)12:4<47::aid-dir5>3.0.co;2-bBortree, D. S., & Seltzer, T. (2009). Dialogic strategies and outcomes: An analysis of environmental advocacy groups` Facebook profiles. [doi: DOI: 10.1016/j.pubrev.2009.05.002]. Public Relations Review, 35(3), 317-319. Boyd, D. M., & Ellison, N. B. (2008). Social Network Sites: Definition, History, and Scholarship. Journal of Computer-Mediated Communication, 13(1), 210-230. doi: 10.1111/j.1083-6101.2007.00393.xBrennan, L., & Brady, E. (1999). Relating to marketing? Why relationship marketing works for not-for-profit organisations. International Journal of Nonprofit and Voluntary Sector Marketing, 4(4), 327-337. doi: 10.1002/nvsm.85Broom, G. M., Casey, S., & Ritchey, J. (1997). Toward a Concept and Theory of Organization-Public Relationships. [Article]. Journal of Public Relations Research, 9(2), 83-98. Bruning, S. D., & Ledingham, J. A. (1999). Relationships between organizations and publics: Development of a multi-dimensional organization-public relationship scale. [doi: DOI: 10.1016/S0363-8111(99)80160-X]. Public Relations Review, 25(2), 157-170. Bucy, E. P., Lang, A., Potter, R. F., & Grabe, M. E. (1999). Formal features of cyberspace: Relationships between Web page complexity and site traffic. Journal of the American Society for Information Science, 50(13), 1246-1256. Conway, T., & Whitelock, J. (2004). Can relationship marketing enhance strategic thinking in the public sector? A study of the perceived relationship between subsidised theatres and their government funders/regulators. [Article]. International Journal of Nonprofit & Voluntary Sector Marketing, 9(4), 320-334. Coombs, W. T. (1998). The internet as potential equalizer: New leverage for confronting social irresponsibility. [doi: DOI: 10.1016/S0363-8111(99)80141-6]. Public Relations Review, 24(3), 289-303. Curtis, L., Edwards, C., Fraser, K. L., Gudelsky, S., Holmquist, J., Thornton, K., & Sweetser, K. D. (2010). Adoption of social media for public relations by nonprofit organizations. Public Relations Review, 36(1), 90-92. doi: Doi 10.1016/J.Pubrev.2009.10.003Ellison, N. B., Steinfield, C., & Lampe, C. (2007). The Benefits of Facebook “Friends:” Social Capital and College Students’ Use of Online Social Network Sites. Journal of Computer-Mediated Communication, 12(4), 1143-1168. doi: 10.1111/j.1083-6101.2007.00367.xFacebook. (2010). Retrieve in December 2010 from http://www.facebook.com/press/info.php?statistics. December 2010. Facebook(b). (2010). Retrieve in December 2010 from http://www.facebook.com/nonprofits?v=info. December 2010. Fisher, W. F. (1997). Doing Good? The Politics and Antipolitics of NGO Practices. Annual Review of Anthropology, 26(ArticleType: research-article / Full publication date: 1997 / Copyright © 1997 Annual Reviews), 439-464. doi: 10.2307/2952530Fort Fu-Te, L. (2001a). Establishing a national human rights commission in Taiwan: the role of NGOs and challenges ahead. [Article]. Asia-Pacific Journal on Human Rights & the Law, 2(2), 90-109. doi: 10.1163/157181501400649035Fort Fu-Te, L. (2001b). Establishing at National Human Rights Commission in Taiwan: The Role of NGOs and Challenges Ahead. [Article]. Asia-Pacific Journal on Human Rights & the Law, 2(2), 90-109. doi: 10.1163/157181501400649035Gaines, B. J., & Mondak, J. J. (2009). Typing Together? Clustering of Ideological Types in Online Social Networks. [Article]. Journal of Information Technology & Politics, 6(3/4), 216-231. doi: 10.1080/19331680903031531Greenberg, J., & MacAulay, M. (2009). NPO 2.0? Exploring the Web Presence of Environmental Nonprofit Organizations in Canada. [Article]. Global Media Journal -- Canadian Edition, 2(1), 63-88. Herlin, H., & Pazirandeh, A. (2012). Nonprofit organizations shaping the market of supplies. International Journal of Production Economics, 139(2), 411-421. doi: http://dx.doi.org/10.1016/j.ijpe.2011.04.003Hsu, A. (2011). Taiwan Internet penetration rate hits 70-percent mark Retrieved July 20, 2012, from http://taiwantoday.tw/ct.asp?xItem=175047&ctNode=413Huang, C. J. (2009). Genealogies of NGO-ness: The Cultural Politics of a Global Buddhist Movement in Contemporary Taiwan. [Article]. Positions, 17(2), 347-374. doi: 10.1215/10679847-2009-006Ingenhoff, D., & Koelling, A. M. (2009). The potential of Web sites as a relationship building tool for charitable fundraising NPOs. 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D., & Lariscy, R. W. (2008). Candidates Make Good Friends: An Analysis of Candidates` Uses of Facebook. International Journal of Strategic Communication, 2(3), 175-198. Taylor, M., Kent, M. L., & White, W. J. (2001). How activist organizations are using the Internet to build relationships. Public Relations Review, 27(3), 263-284. Waters, R. D. (2009). The Importance of Understanding Donor Preference and Relationship Cultivation Strategies. [Article]. Journal of Nonprofit & Public Sector Marketing, 21(4), 327-346. doi: 10.1080/10495140802662523Waters, R. D., Burnett, E., Lamm, A., & Lucas, J. (2009). Engaging stakeholders through social networking: How nonprofit organizations are using Facebook. [doi: DOI: 10.1016/j.pubrev.2009.01.006]. Public Relations Review, 35(2), 102-106. Yang, A., & Taylor, M. (2010). Relationship-building by Chinese ENGOs` websites: Education, not activation. [doi: DOI: 10.1016/j.pubrev.2010.07.001]. Public Relations Review, In Press, Corrected Proof. Zimmer, A. (1999). Corporatism Revisited—The Legacy of History and the German Nonprofit Sector. Voluntas: International Journal of Voluntary and Nonprofit Organizations, 10(1), 37-49. doi: 10.1023/a:1021439703650Zoch, L. M., Collins, E. L., Sisco, H. F., & Supa, D. H. (2008). Empowering the activist: Using framing devices on activist organizations` web sites. Public Relations Review, 34(4), 351-358. doi: Doi 10.1016/J.Pubrev.2008.07.005Zube, P., Lampe, C., & Lin, J.-H. (2009). Web 2.Step-Flow: Social Networking Sites and Political Information. [Article]. Conference Papers -- National Communication Association, 1. 描述 碩士
國立政治大學
國際傳播英語碩士學位學程(IMICS)
99461020
101資料來源 http://thesis.lib.nccu.edu.tw/record/#G0994610202 資料類型 thesis dc.contributor.advisor 施琮仁 zh_TW dc.contributor.advisor Shih, Tsung Jen en_US dc.contributor.author (Authors) 維克多 zh_TW dc.contributor.author (Authors) Victor Stevenson en_US dc.creator (作者) 維克多 zh_TW dc.creator (作者) Victor Stevenson en_US dc.date (日期) 2012 en_US dc.date.accessioned 1-Apr-2013 14:39:49 (UTC+8) - dc.date.available 1-Apr-2013 14:39:49 (UTC+8) - dc.date.issued (上傳時間) 1-Apr-2013 14:39:49 (UTC+8) - dc.identifier (Other Identifiers) G0994610202 en_US dc.identifier.uri (URI) http://nccur.lib.nccu.edu.tw/handle/140.119/57587 - dc.description (描述) 碩士 zh_TW dc.description (描述) 國立政治大學 zh_TW dc.description (描述) 國際傳播英語碩士學位學程(IMICS) zh_TW dc.description (描述) 99461020 zh_TW dc.description (描述) 101 zh_TW dc.description.abstract (摘要) 本論文主要在探討台灣的非營利組織(Non-profit Organization, NPO)使用Facebook的情形。根據台灣外交部所建檔的非營利組織名冊，找出其中99個非營利組織的Facebook頁面並加以分析其內容，利用這樣的第一手資料，來了解台灣的NPO如何組織和規劃其Facebook平台，來作為一個傳播媒介。本論文以1998年Kent與Taylor所提出的五大對話原則理論來分析非營利組織使用社群網站的情形，有三點發現：第一，本論文發現，有些非營利組織網站的分類太過細微，有些又太不具代表性；第二，非營利組織在Facebook上的影響力並不大；第三，本論文發現通常組織本身很少在Facebook上與使用者互動，也就是說，它們鮮少回應或是評論其他使用者的貼文和意見，組織成員並不會直接在Facebook上展開對話和溝通。本論文認為NPO使用Facebook並沒有形成一個共通的模式或規模，而是非常隨機的，沒有一個變數能夠真正具有指標意義地用來評價一個NPO粉絲頁面的品質，這大致上可以勾勒出台灣的NPO使用Facebook的情形。 zh_TW dc.description.abstract (摘要) This thesis examines the use of Facebook pages by nonprofit organizations (NPOs) in Taiwan.The sample for this study was constructed using the official list of Taiwanese NPOs found on the Internet site Taiwan NGO (www.taiwanngo.tw), held by The Ministry of Foreign Affairs, Republic of China (TAIWAN). A total of 99 NPOs’ Facebook pages were content analyzed, therefore this thesis used primary data. The theory used to analyze the use of the social networking site by the NPOs was the Five Dialogical Principles of the Internet proposed by Kent and Taylor (1998). Firstly, it was found that some categories of NPOs are over-represented while others are under-represented. Secondly, it was found that very little influences the way NPOs communicate on their Facebook pages. Finally, it was discovered that associations seldom interact with their users, they don not respond or comment on users’ posts or comments; associations typically do not talk directly to their fans. A global image of the use of Facebook pages by NPOs in Taiwan is given. Finally, it was found that NPOs used Facebook pages very randomly. None of the variables seem to dictate the quality of the page. en_US dc.description.tableofcontents Acknowledgments VIIIAbstract 1Analysis of the Communication Characteristics of Nonprofit Organizations’ Facebook Pages in Taiwan 3Chapter Organization 4Literature Review 6Internet use and State of the Nonprofit Sector in Taiwan 6Nonprofit Organizations 7Organizations’ Need to Communicate with their Stakeholders 8NPOs’ Particular Needs and Strategies for Marketing Themselves. 9NPOs’ Communication over the Internet 11Social Networking Sites 14Aspects that Influence the Communication Abilities of NPOs over the Internet 16Research Questions 17Methodology 18Sample Frame 18Operationalization of Dependent Variables 19Operationalization of Independent Variables 22Codebook 23Inter-Coder Reliability 24Results 26Overview of the Application of the Five Dialogical Principles on Facebook Pages by Taiwanese NPOs 27The Little Effect of the NPOs Categories Over the Application of the Five Dialogic Principles on Facebook 34Receiving Government aid has no Influence on the Communications Abilities of NPOs on Facebook 41Having at Least one PR Staff Working Full-time has Little Influence on the Application of the Five Dialogical Principles 49Local NPOs Communicate Similarly to International NPOs Over Facebook 58The Correlation Between Properly Communicating on Facebook and the Amount of Fans: What Elements Attract More Users? 64Discussion 71Major Findings 71Future Studies 73Limitations 75Conclusion 76 zh_TW dc.language.iso en_US - dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G0994610202 en_US dc.subject (關鍵詞) 台灣 zh_TW dc.subject (關鍵詞) 非營利組織 zh_TW dc.subject (關鍵詞) 新媒體 zh_TW dc.subject (關鍵詞) 臉書 zh_TW dc.subject (關鍵詞) Facebook en_US dc.subject (關鍵詞) Nonprofit organizations en_US dc.subject (關鍵詞) NPO en_US dc.subject (關鍵詞) Taiwan en_US dc.subject (關鍵詞) New Media en_US dc.subject (關鍵詞) Social Networking Sites en_US dc.title (題名) 台灣非營利組織如何適當使用臉書管道 zh_TW dc.title (題名) Analysis of the Communication Characteristics of Nonprofit Organizations’ Facebook Pages in Taiwan en_US dc.type (資料類型) thesis en dc.relation.reference (參考文獻) Baker, M. J., Buttery, E. A., & Richter-Buttery, E. M. (1998). Relationship marketing in three dimensions. Journal of Interactive Marketing, 12(4), 47-62. doi: 10.1002/(sici)1520-6653(199823)12:4<47::aid-dir5>3.0.co;2-bBortree, D. S., & Seltzer, T. (2009). Dialogic strategies and outcomes: An analysis of environmental advocacy groups` Facebook profiles. [doi: DOI: 10.1016/j.pubrev.2009.05.002]. Public Relations Review, 35(3), 317-319. Boyd, D. M., & Ellison, N. B. (2008). Social Network Sites: Definition, History, and Scholarship. Journal of Computer-Mediated Communication, 13(1), 210-230. doi: 10.1111/j.1083-6101.2007.00393.xBrennan, L., & Brady, E. (1999). Relating to marketing? Why relationship marketing works for not-for-profit organisations. International Journal of Nonprofit and Voluntary Sector Marketing, 4(4), 327-337. doi: 10.1002/nvsm.85Broom, G. M., Casey, S., & Ritchey, J. (1997). Toward a Concept and Theory of Organization-Public Relationships. [Article]. Journal of Public Relations Research, 9(2), 83-98. Bruning, S. D., & Ledingham, J. A. (1999). Relationships between organizations and publics: Development of a multi-dimensional organization-public relationship scale. [doi: DOI: 10.1016/S0363-8111(99)80160-X]. Public Relations Review, 25(2), 157-170. Bucy, E. P., Lang, A., Potter, R. F., & Grabe, M. E. (1999). Formal features of cyberspace: Relationships between Web page complexity and site traffic. Journal of the American Society for Information Science, 50(13), 1246-1256. Conway, T., & Whitelock, J. (2004). Can relationship marketing enhance strategic thinking in the public sector? A study of the perceived relationship between subsidised theatres and their government funders/regulators. [Article]. International Journal of Nonprofit & Voluntary Sector Marketing, 9(4), 320-334. Coombs, W. T. (1998). The internet as potential equalizer: New leverage for confronting social irresponsibility. [doi: DOI: 10.1016/S0363-8111(99)80141-6]. Public Relations Review, 24(3), 289-303. Curtis, L., Edwards, C., Fraser, K. L., Gudelsky, S., Holmquist, J., Thornton, K., & Sweetser, K. D. (2010). Adoption of social media for public relations by nonprofit organizations. Public Relations Review, 36(1), 90-92. doi: Doi 10.1016/J.Pubrev.2009.10.003Ellison, N. B., Steinfield, C., & Lampe, C. (2007). The Benefits of Facebook “Friends:” Social Capital and College Students’ Use of Online Social Network Sites. Journal of Computer-Mediated Communication, 12(4), 1143-1168. doi: 10.1111/j.1083-6101.2007.00367.xFacebook. (2010). Retrieve in December 2010 from http://www.facebook.com/press/info.php?statistics. December 2010. Facebook(b). (2010). Retrieve in December 2010 from http://www.facebook.com/nonprofits?v=info. December 2010. Fisher, W. F. (1997). Doing Good? The Politics and Antipolitics of NGO Practices. Annual Review of Anthropology, 26(ArticleType: research-article / Full publication date: 1997 / Copyright © 1997 Annual Reviews), 439-464. doi: 10.2307/2952530Fort Fu-Te, L. (2001a). Establishing a national human rights commission in Taiwan: the role of NGOs and challenges ahead. [Article]. Asia-Pacific Journal on Human Rights & the Law, 2(2), 90-109. doi: 10.1163/157181501400649035Fort Fu-Te, L. (2001b). Establishing at National Human Rights Commission in Taiwan: The Role of NGOs and Challenges Ahead. [Article]. Asia-Pacific Journal on Human Rights & the Law, 2(2), 90-109. doi: 10.1163/157181501400649035Gaines, B. J., & Mondak, J. J. (2009). Typing Together? Clustering of Ideological Types in Online Social Networks. [Article]. Journal of Information Technology & Politics, 6(3/4), 216-231. doi: 10.1080/19331680903031531Greenberg, J., & MacAulay, M. (2009). NPO 2.0? Exploring the Web Presence of Environmental Nonprofit Organizations in Canada. [Article]. 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