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| 在線首發 OnlineFirst publication |
| 以O-S-R-O-R模式探索台灣不同世代的政治溝通模式 |
| Exploring the Political Communication Patterns of Taiwan’s Younger Generation and Experienced Voters Using the O-S-R-O-R Model |
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| 作者 |
李貞怡、李秀珠 |
| Author |
Chen-Yi LEE, Shu-Chu Sarrina LI |
| 關鍵詞 |
O-S-R-O-R模式、新生代選民、政治參與、臉書 |
| Keywords |
O-S-R-O-R model, younger generation, political participation, Facebook |
| 摘要 |
本研究以O-S-R-O-R模式為理論基礎，在2018年九合一選舉前夕，以分層隨機抽樣的方法，委託專業民調公司進行網絡問卷調查，共收集5,568份有效樣本，比較台灣新生代、青壯族和資深公民的政治溝通模式，這是首次在台灣採用O-S-R-O-R模式進行大規模研究，並發現新生代與資深公民在社群媒體影響下的政治行為模式存在顯著差異，為未來的選舉策略提供實證基礎。研究結果顯示，新生代選民的政治態度較易受社群媒體影響，透過政治討論影響投票意圖；而有經驗的選民則主要受到傳統媒體影響。這項研究不僅提供選舉策略的實務意涵，亦為未來台灣不同世代的政治溝通模式研究奠定基礎。整體來說，政治資訊受到人際討論中介，影響政治參與意圖，研究結果與O-S-R-O-R模式相符，亦即媒體使用須整合人際溝通，可以增進政治參與。 |
| Abstract |
This study is based on the O-S-R-O-R model, a theoretical framework that posits the influence of media on political behavior. After accounting for individuals’ initial orientations (O1), the model suggests that media exposure (S) promotes political discussions (R1), which in turn shape political attitudes (O2) and ultimately influence political participation intentions (R2). A professional polling company was contracted to conduct an online survey using stratified random sampling two weeks before Taiwan’s 2018 nine-in-one elections. A total of 5,568 valid responses were collected to examine the political communication patterns of Taiwan’s younger generation, middle-aged adults, and senior citizens. This study marks the first large-scale application of the O-S-R-O-R model in Taiwan. It reveals significant differences in the political behavior patterns of the younger generation and senior citizens under the influence of social media, providing empirical evidence for future electoral strategies. The findings indicate that the political attitudes of younger voters are more susceptible to social media influence, shaping voting intentions through social media political discussions, whereas traditional media primarily influence more experienced voters. This study not only offers practical implications for election strategies but also lays a solid foundation for future research on political communication across different generations in Taiwan. Overall, political information was mediated by interpersonal discussions, which influenced political participation intentions, aligning with the O-S-R-O-R model. This alignment suggests that media usage should be integrated with interpersonal communication to enhance political engagement. |
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