政黨選擇性暴露視角下大眾傳媒對台灣民眾政治信任的意義探究

Research on the Influence of Mass Media on the Political Trust of Taiwanese People from the Perspective of Partisan Selective Exposure

10.29865/PAP.202306_(76).0004

申佳健(Jia-Jian Shen)

大眾傳媒 ； 政治信任感 ； 政黨選擇性暴露 ； 黨派色彩 ； mass media ； political trust ； partisan selective exposure ； partisan

行政暨政策學報

76期（2023 / 06 / 01）

101 - 130

繁體中文;英文

政治信任感是政體正當性的來源，且對民眾的政治行爲有著重要影響，傳播媒介則是影響政治信任感的重要因素。在如今媒介充斥黨派色彩的環境下，本研究採用政黨選擇性暴露的理論視角，根據既往文獻和民眾認知將大眾傳媒就黨派色彩分爲泛藍、泛綠和其它三種，通過多元線性迴歸模型探究不同黨派色彩對民眾的不同對象的政治信任感的影響。研究發現泛藍陣營的報紙媒體對民眾就政治領導人和民主制度的政治信任感有顯著正向影響，泛綠陣營的電視媒體對民眾就政府和政治領導人的政治信任感有顯著負向影響。本研究對學界在政治信任感和傳播媒介的研究領域進行深化和擴展，也是對當前媒體環境變化的印證，並且通過對不同政治信任感的對象的區分和實證分析發現有必要在研究民眾的政治信任感的時候，進一步明確政治信任感的對象，提升政治信任感的研究的科學性和精確性。

Political trust is the source of the legitimacy of the regime, and has important influence on people' political behavior. More importantly, mass media play an important role as one of the influencing factors of political trust. In the context that Taiwan' tend to be more and more partisan and ideological in recent years, based on theoretical perspectives of selective exposure, this study differentiates partisan mass media into pan-blue and pan-green parties, and employs multiple linear regression model to explore the how different media's political trust affect people in different political objects and political trust. The study found that blue-colored newspapers had significant positive impacts on people's political trust in political leaders and the democratic system, while green-colored TV media negatively affected people's political trust in the government and political leaders. On the one hand, this research sheds light on the political trust research, on the other hand, it deepens and extends the area of research in mass media, and respond to the change of the current media environment. The findings bolstered by empirical analysis also found that it is necessary to further define the objects of political trust when studying people's political trust, in order to make political trust research more scientific and accurate.

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