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題名 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
Using Social Media to Improve Policy Quality-A Case Study of Public Opinions on Facebook作者 蔡璦琦
Tsai, A Chi貢獻者 蕭乃沂
Hsiao, Nai Yi
蔡璦琦
Tsai, A Chi關鍵詞 社群媒體
民意
電子化參與
電子化治理
政策執行
social media
public opinions
e-participation
e-governance
policy implementation日期 2013 上傳時間 25-八月-2014 15:26:24 (UTC+8) 摘要 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。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。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.The 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.Finally, 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. 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國立政治大學
公共行政研究所
99256008
102資料來源 http://thesis.lib.nccu.edu.tw/record/#G0099256008 資料類型 thesis dc.contributor.advisor 蕭乃沂 zh_TW dc.contributor.advisor Hsiao, Nai Yi en_US dc.contributor.author (作者) 蔡璦琦 zh_TW dc.contributor.author (作者) Tsai, A Chi en_US dc.creator (作者) 蔡璦琦 zh_TW dc.creator (作者) Tsai, A Chi en_US dc.date (日期) 2013 en_US dc.date.accessioned 25-八月-2014 15:26:24 (UTC+8) - dc.date.available 25-八月-2014 15:26:24 (UTC+8) - dc.date.issued (上傳時間) 25-八月-2014 15:26:24 (UTC+8) - dc.identifier (其他 識別碼) G0099256008 en_US dc.identifier.uri (URI) http://nccur.lib.nccu.edu.tw/handle/140.119/69252 - dc.description (描述) 碩士 zh_TW dc.description (描述) 國立政治大學 zh_TW dc.description (描述) 公共行政研究所 zh_TW dc.description (描述) 99256008 zh_TW dc.description (描述) 102 zh_TW dc.description.abstract (摘要) 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。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。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。 zh_TW dc.description.abstract (摘要) 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.The 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.Finally, 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. en_US dc.description.tableofcontents 第壹章 緒論 1第一節 研究背景 1第二節 研究動機 4第三節 研究目的及問題 6第四節 研究範圍及對象 7第五節 名詞定義 7第貳章 文獻探討 11第一節 民意的影響及參與程度的評估 11第二節 電子化治理及政府2.0未來發展趨勢 26第三節 公民參與和政策決定的關係 35第參章 個案研究法與研究設計 45第一節 研究架構 45第二節 個案研究法及個案選擇 46第三節 次級資料分析 55第四節 粉絲專頁之個案 57第五節 個人留言之個案 58第六節 內容分析之編碼方式及訪談法對象 58第肆章 粉絲專頁言論分析及訪談結果 65第一節 臺北交通大家談粉絲專頁分析結果 65第二節 臺北市立動物園粉絲專頁分析結果 83第三節 粉絲專頁的分析比較與研究架構之關係 100第伍章 個人留言言論分析及訪談結果 103第一節 故宮哺乳事件個人留言分析結果 103第二節 彩色路跑個人留言分析結果 114第三節 個人留言的分析比較及與研究架構之關係 125第四節 研究結果與討論 127第陸章 結論與建議 133第一節 研究結論 133第二節 實務建議 134第三節 研究限制及未來研究方向 136參考文獻 137附錄1 訪談題綱 144附錄2 臺北交通大家談訪談結果編碼表 145附錄3 臺北市立動物園訪談結果編碼 149附錄4 故宮哺乳事件訪談結果編碼表 153附錄5 彩色路跑事件訪談結果編碼表 157 zh_TW dc.language.iso en_US - dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G0099256008 en_US dc.subject (關鍵詞) 社群媒體 zh_TW dc.subject (關鍵詞) 民意 zh_TW dc.subject (關鍵詞) 電子化參與 zh_TW dc.subject (關鍵詞) 電子化治理 zh_TW dc.subject (關鍵詞) 政策執行 zh_TW dc.subject (關鍵詞) social media en_US dc.subject (關鍵詞) public opinions en_US dc.subject (關鍵詞) e-participation en_US dc.subject (關鍵詞) e-governance en_US dc.subject (關鍵詞) policy implementation en_US dc.title (題名) 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 zh_TW dc.title (題名) Using Social Media to Improve Policy Quality-A Case Study of Public Opinions on Facebook en_US dc.type (資料類型) thesis en dc.relation.reference (參考文獻) 一、中文部分Inside(2013)。台灣網路流量報告：Yahoo! 到達率最高、Facebook 使用時間最長，2013年12月5日，取自：http://www.inside.com.tw/2013/05/30/april-reach-rate-in-tw江明修（2008）。第三部門與政府：跨部門治理。台北：智勝。行政院主計總處（2011）。2011年社會指標統計年報，2013年12月25日，取自http://ebook.dgbas.gov.tw/ct.asp?xItem=33674&ctNode=5971&mp=103行政院研究發展考核委員會（2011）。電子化政府，2013年10月3日取自http://archive.rdec.gov.tw/np.asp?ctNode=11967&mp=100吳定（2007）。公共政策。台北：國立空中大學。宋國誠（2007）。重建公共性：行動與冥想──漢娜．阿倫特的「反平庸」革命論（下），2013年12月13日，取自：http://pots.tw/node/664沈宗瑞（2002）。兩種公民資格觀的歷史發展與對話。教育與社會研究，3，1-34。林宇玲（2014）。網路與公共領域：從審議模式轉向多元公眾模式。新聞學研究，118，55-85。洪如玉（2003年1月）。網際空間與網際公民資質之探討及其教育蘊義。公民訓育學報，13，81-105。徐火炎（2006年5月）。台灣的公民權：經驗內涵的初探。公民權：台灣社會變遷基本調查第八次研討會，台北。許立一（2008年5月）。公民治理理論與實踐之探。夥伴關係與永續發展國際學術研討會，台中。陳祥、黃伸閔（2009）。民眾不同陳情管道相對效能之比較。政大公共行政學報，33，83-120。陳議濃（2013）。從Habermas溝通行動理論談教育問，2013年12月17日，取自：http://www.nhu.edu.tw/~society/e-j/31/31-28.htm楊日青、李培元、林文斌、劉兆隆（2009）。政治學新論。台北：韋伯。臺北市政府市長信箱網站（2013）。市長信箱處理流程，2013年12月17日，取自：2013，https://contact.taipei.gov.tw/CCLM/CLM/ASPX/CLM00100Q.aspx魏光莒（2012年6月）。漢娜鄂蘭: 公共領域及空間理論。環境與藝術，11，1-12。羅世宏（1992）。傳播理論，起源、方法與應用。台北：時英。羅晉（2010）。線上「理想言談情境」有多理想？蘇花國道論壇的分析。行政暨政策學，51，125-170。羅新興、葉智瑤（2005），「產品訊息框架對購買傾向之影響」，2005年21世紀管理理論與實務研討會論文集（193-207頁）。彰化：大葉大學。二、英文部分Abelson,J.&F.P.Gauvin(2006).Assessing the Impacts of Public Participation: Concepts, Evidence, and Policy Implications.Ottawa:Research Networks Inc.Alarcón,J.J.(2001).A Question on Liberal Citizenship. 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