候選人與臉書粉絲之互動分析：以2016年總統大選為例

Abstract

任何傳播行為都希望對象有所回應，因此必須透過互動來驗證訊息影響力，所以何種訊息才能促進互動，是一個重要課題。本文探討2016年大選朱立倫、蔡英文、宋楚瑜與三百多萬粉絲的臉書互動，透過內容分析與API數據比對，發現粉絲的確會選擇性地與不同類型貼文互動。基本上，貼文發佈愈接近投票日、篇數愈多，與粉絲互動就愈頻繁；多媒體貼文的互動頻率也較高。而且三人貼文大多崇尚感性訴求，也比理性訴求者受歡迎。雖然朱蔡宋的貼文都著重經營正面論述而鮮少互相抨擊，有別於其他競選文宣場域的喧囂，但值得省思的是，攻擊反駁者反而受到粉絲青睞，獲得最多互動。

As the heart of digital political communication, social media performs an important role in election campaign. Although there is a growing body of literature on online forms of participation, little research exists on the role of social buttons on Facebook (like, comment, and share). These native interactive features were used as indicators of how 3-million Taiwanese supporters engage with 3 candidates: Chu, Tsai, and Soong's particular political messages during the 2016 presidential election campaign. A content analysis of posts published on 3 candidates' official Facebook over the 4 weeks leading up to Election Day was conducted. Results showed that followers engaged selectively with campaign messages and often interacted more with emotional-oriented posts than with rational ones. We, however, also found that followers are highly reactive to multimedia posts, and negative attack as the so-called echo chamber. This paper expands our insights into what type of post can trigger reactions from electoral candidates' followers.