Exploring the role of social media live broadcasting in policy communication：a case study of Council of Agriculture, Executive Yuan

• Main Authors: Lu, Yu-Wei, 呂有為
• Other Authors: Liu, Hui-Wen
• Format: Others
• Language: zh-TW
• Published: 2019
• Online Access: http://ndltd.ncl.edu.tw/handle/nx7v4r

碩士 === 國立政治大學 === 傳播學院碩士在職專班 === 107 === With the changes of media environment, policy communication has also changed. The live broadcasting has become an important way for the government to communicate with the public immediately. Based on the theory of “The Excellence Theory” and “Agenda Setting”, this research aims at exploring how live broadcasting via social media help government communicate better with the citizens. By revealing the details of how the Council of Agriculture (COA), Executive Yuan, the author tries to figure out the government’s purpose, imagination and expectation for Facebook live broadcasting. From the perspective of the Excellence Theory, it is examined whether the live broadcasting has achieved a two-way symmetrical communication. In addition, this research also aims at figuring weather the live broadcasting issues can successfully set agenda to the public and traditional mass media. To carry the main research question, the study is divided into two parts. Semi-structured in-depth interviews with COA staff are conducted to explore how live broadcasting help prompting policies and responsing the negative messages. The second part screened the live broadcasting issues, It is found that some media coverages quote the COA live broadcasting of news material. As a result, the agenda setting function do exist. With the above conclusions, the research also offer suggestions to governmental institutions on communication through live broadcastings.