頁數:33﹣96
應用修正式德菲法評估國軍新媒體議題管理關鍵因素之研究
Using Modified Delphi Method to Assess the Key Factors of New Media Agenda Management on Ministry of National Defense
2016/
129
作者(中) 傅文成、王隆綱
作者(英) Wen-Cheng Fu, Lung-Gang Wang
關鍵詞(中) 新媒體、德菲法、議題建構、議題管理
關鍵詞(英) New media; Delphi Method, Agenda building, Agenda management
中文摘要
本研究以修正式德菲法(Modified Delphi),援引議題管 理與議題建構等觀點作為理論框架,輔以整理國軍危機傳播議 題管理的態樣為主軸,並整合新媒體的特色後,形成一套國軍 處理新媒體危機議題的「關鍵因素」檢核標準,再透過募集 產、官、學界專家意見,以綜整後再回饋之反覆聚斂模式,試 圖歸納出新媒體議題管理之關鍵檢核因素,以供國軍管理網路 議題時之參據。本研究合計進行三回合問卷,聚歛包含「來源 層面因素」、「訊息層面因素」、「媒體管道層面因素」、 「閱聽人因素」等四大構面,合計 51 項當前國軍面對新媒體 環境下議題管理的關鍵因素,並提出「依照議題特性,設定重 要程度與處理順序」、「及時掃描新媒體議題發展,並環顧輿 情環境」、「注意媒介豐富度高之議題較符合目前傳統媒體與 新媒體之間議題建構的需求」等三項實質政策建議。
英文摘要 This program applied Modified Delphi Method and used Agenda Management Theory and Agenda Building Theory as the theoretical framework to construct the “key factors” for the public affair sectors of Ministry of National Defense to process agenda management work under the new media environment. The researcher recruited experts from three primary stakeholder groups on military public affair, including military reporters, senior military public affair officers, and public relations academic researchers to conduct three sections of Delphi survey. Four major agenda management dimensions, including source factor, message factor, media channel factor, and audience factor with 51 items of sub-factors which under these major dimensions were proposed. The researcher also concluded three research suggestions, including “Setting a standard agenda management procedure”, “Scanning online public opinion continuously”, and “Focusing on the issues which with higher levels of media richness” Implications were discussed.
 
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