新媒介使用者之競選政見認知、政治信任與政治參與之行動研究

Abstract

競選過程中，政見議題常不受重視，甚至轉變爲設定負面議題的選舉策略，與民主理念背道而馳。本研究旨在了解採用新媒介作爲政見傳播管道的可能性？以及新媒介是否有助於公民參與的實踐？本研究採行動研究取向，並使用問卷調查法，首先架設「台北市長候選人政見資訊網」，提供新媒介使用者一個完整獲知台北市長候選人政見的資訊管道，之後再以電子郵件寄發問卷。研究結果發現，新媒介使用者具有注重視候選人政績品德、重視政見資訊公正可信與參考價值的特質，並且擁有接近使用新興政見傳播管道的機會，但此種傳播潛力可能受到政治參與行爲並不熱衷、政治信任態度降低，個人關心政治的程度與屬性，以及期待具有公信力的政治資訊來源的影響，導致他們降低涉入政治訊息與接觸新興政治相關網站的情形。然而，基於新媒介使用者對本研究所實驗之政見資訊網站的肯定與滿意度，顯示透過網路發展具有政見資訊與論證的平台仍具有可能性。

Media reports are fulfilled with negative campaign strategies. it is contrary to the rationalism of the democratic ideal. Can the new media, especially websites, offer in-depth political information with the new media users and be an alternative to political commercials and sound bites?With the action research approach, this study designed an interactive website about the political issues of Taipei City Mayor Candidate, in order to let the new media users' access information. After the campaign, we surveyed the web visitors to examine the relationships between the perceptions of political issues, their political trust and, political participation behaviors.The study finds that the new media users can easily and have the potential access to the new political issue website. However, lower political trust, media malice and some demographic variables made the communication potential impracticability. The survey also indicated that most new media users feel quite contentment with this effort of setting up this informative website, it seems that the political issue website has possibility to do with the political participation.