October  2019 50
研究論文Research Articles
以大數據分析取徑探究傳統媒體與社群媒體的議題設定與預示效果—以洪仲丘事件為例
Using the Big Data Approach to Explore Agenda Setting and Priming Effects between Traditional and Social Media–Taking Hung Chung-Chiu’s Death as an Example
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作者 傅文成、謝奇任、邊明道
Author Wen-Cheng FU, Chi-Jen HSIEH, Ming-Dow BIAN
關鍵詞 議題設定、大數據、預示效果、傳統媒體、社群媒體
Keywords agenda setting effects, big data, priming effects, traditional media, social media
摘要 有別於傳統上研究者對媒體議題設定之驗證方法,本研究選擇以大數據分析取徑,蒐集網路新聞媒體與社群媒體的全文本,檢視主流新聞媒體與社群媒體間的議題設定及預示效果。研究者以2013年的洪仲丘事件為例,蒐集洪案發生關鍵期間,網路媒體報導與社群媒體網友貼文與回文,並以大數據的分析法篩選出網路聲量最高的10個重要相關事件,配合Granger因果分析與TD-IDF的特徵向量抽取進行檢證。研究發現,在洪案中傳統媒體與社群媒體的議題設定與預示效果,均呈現雙向影響的因果關係模式。本研究認為,大數據分析取徑如同與量化取徑一樣,可以在跨媒體議題設定與預示效果的研判上,得到同樣的實證結論。
Abstract Traditionally researchers use content analysis and audience survey as methods to verify agenda setting effects. This study examines intermedia agenda setting and priming effects between traditional and social media via big data research approach. Using the case of the death of Army Corporal Hung Chung-Chiu in 2013 as an example, the study collects online news coverage and Internet users’ responses as research data. The results show that intermedia agenda setting and priming effects have happened between traditional and social media, thus it suggests that the big data research approach is appropriate to explore agenda setting effects. The implications are discussed.



本文引用格式﹕

傅文成、謝奇任、邊明道(2019)。〈以大數據分析取徑探究傳統媒體與社群媒體的議題設定與預示效果—以洪仲丘事件為例〉。《傳播與社會學刊》,第50期,頁99–131。



Citation of this article:

Fu, W.-C., Hsieh, C.-J., & Bian, M.-D. (2019). Using the big data approach to explore agenda setting and priming effects between traditional and social media—Taking Hung Chung-Chiu’s death as an example. Communication & Society, 50, 99–131.
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