輿情分析在學務管理上的運用：以名導演未申請赴輔大宣傳賣票事件為例

The Appropriation of Public Opinion Analysis on Student Affairs Management: A Case Study of a Famous Movie Director's Unapproved Tickets Sales in Fu-Jen University

10.6506/SAGC.2017.5504.04

王翠蘭(Tsuey-Lan Wang)；葉玲瓏(Ling-Long Ye)；謝元晟(Yuan-Chen Hsieh)；蕭凱元(Kai-Yuan Xiao)

輿情分析 ； 高等教育 ； 網路傳播效應 ； 文字探勘 ； 學生事務工作者 ； public opinion analysis ； higher education ； network propagation effects ； text mining ； student affairs workers

學生事務與輔導

55卷4期（2017 / 03 / 01）

20 - 34

繁體中文

網路科技發展，全面改變了訊息的傳播方式與速度，高等教育領域中的校園事件，常因網路傳播效應引發各式似是而非的議論，造成第一線學務工作者莫大的壓力。面臨輿論壓力排山倒海而來的壓力，學生事務工作者如何拿捏職權分際，維護校園秩序、甚至趁機教育社會大眾，實在需要明確的立場、完備的法規與客觀的案例給予正面的支持。本文遂藉由近期發生之「名導演蔡○○，未申請逕赴輔大賣票宣傳事件」為例，運用文字探勘技術，分析網路訊息，就媒體報導與網友留言對觀方式，呈現不同觀點的報導及議論脈絡，輔以學務管理立場與法源，支持第一線學生事務工作者之所當為。

Digital information technology has revolutionized how and how fast information is disseminated. In particular, campus events in high education are often inundated with seemingly true but actually false opinion, causing the first-line staff of student affairs management to feel enormously pressured. When facing overwhelming pressure, how the staff should react requires reconsideration. How to distinguish their duty and right, how to maintain campus order, how to on occasions educate the public: all need distinct positioning, adequate regulations, and objective case studies in order that the staff can feel being positively supported. Therefore, this paper uses a recent event as a case study: a well-known film director Tsai, without applying for admission in advance, sold tickets for promotion in Fu-Jen University. By appropriating text mining technology, this paper will analyze network messages. With comparisons and contrasts of media reports and net users' messages, differences between their views and contexts are clearly seen. The position and laws regarding student affairs management will also be discussed in order to support first-line student affairs workers.

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