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作者(中):張依萍
作者(英):Chang, Yi-Ping
論文名稱(中):公民募資在台灣,2012-2019年:從文本分析看動員策略
論文名稱(英):Taiwan Civic Crowdfunding 2012-2019: A Textual Analysis of Mobilization Strategy
指導教授(中):馮建三
指導教授(英):Feng, Chien-San
口試委員:王亞維
魏玓
口試委員(外文):Wang, Yae-Wei
Wei, Ti
學位類別:碩士
校院名稱:國立政治大學
系所名稱:傳播學院碩士在職專班
出版年:2021
畢業學年度:109
語文別:中文
論文頁數:123
中文關鍵詞:群眾募資公民募資政治參與政治消費連結式行動
英文關鍵詞:CrowdfundingCivic CrowdfundingPublic ParticipationPolitical ConsumerismConnective Action
Doi Url:http://doi.org/10.6814/NCCU202100312
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本研究探討募資網站嘖嘖、flyingV於2012至2019年「公民募資」的發展。公民通過網路捐款響應他人的募資,是「政治參與行動」也是別具意圖的「政治消費行為」。本研究發現:「黨政趨向」類的專案表現在募資人次及金額最突出,此類的訴求文宣,多與兩岸政治、罷免投票、環保有關,然而公民募資做為政治參與或有進步內涵的「政治消費」,其論述情境卻多與藍綠之爭、地緣政治有關。而募資發起方的行動召喚策略:直指「台灣認同」,且刻意淡化組織角色,突顯個別公民的倡議身份;其文本傾向使用「我們、年輕人、草根族」召喚捐款人,並以「否定」語境如反國民黨(59%)、反大陸政權(23%)為號召。公民募資看似是由下而上的改革力量,但研究顯示,推進募資動能策略,主要發揮在身份認同的議題,捐款人不可忽略隱藏在政治消費行為背後的政黨化意識形態。
This study explores the development of "Civic Crowdfunding" from 2012 to 2019 on zaczac and flyingV websites. The citizen behavior of online donation is a way of political participation as well as well-intended political consumption. This study found that the category of "Party-Politics Induced Projects" are the most outstanding in donations of person times and total amount, and such requests are mostly related to cross-strait politics, recall voting, and environmental issues. However, civic crowdfunding practices on behalf of political participation and progress-oriented political consumption, its discourse seems to related with the KMT & DPP party competition, or geopolitics. On the other hand, the call-to-action strategy is straightforward to "Taiwan Recognition". Especially most of the fundraisers deliberately downplay the role of the organization, and set their identity as "Individual Citizens ". Its text aims to use "we, young people, and the grassroots" to distinguish the "Self" for recruiting donors. Meanwhile, the text presents "The Other" position of anti-KMT (59%) and anti-CCP (23%). Civic crowdfunding seems to be a bottom-up reform force; however, research shows that the promotion of fund-raising strategies mainly occurs on issues of self-identity. The donors should not ignore that political ideologies follow by the fundraisers behind the political consumerism.
第一章 募資發展背景與研究問題 1
第一節 募資發展濫觴與興起 1
第二節 公民募資的解釋型定義 4
第三節 研究動機與問題意識 7

第二章 公民募資的文獻討論與實踐現況 11
第一節 公民募資平台的研究回顧 11
第二節 台灣公民募資的實踐經驗 15
一、台灣募資的政經發展背景 16
二、公民募資平台的類型 19
三、台灣公民募資的專案項目 22

第三章 公民募資的行動者 31
第一節 具有政治消費特色的公民募資 31
第二節 募資發起方的動員特色 38

第四章 經驗研究1:文本分析的研究方法 45
第一節 分析取徑及研究步驟 45
第二節 研究對象及分析工具 46
一、 募資網站的模板佈局 47
二、 敘事單位 48

第五章 經驗研究2:文本分析及發現 51
第一節 文本結構分析 51
一、行動目的分析 51
二、行動召喚分析 59
三、發起方的政治立場:個人/非正式團體發起的迂迴表態 64
第二節 敘事策略的發現 69
一、吸納:局內人的觀點 69
二、排斥:敵對角色的共鳴 75
三、理念操作:道德決策背後的政治意識形態 80

第六章 結論與研究限制 90

參考文獻 97

附錄 113
附錄1:《紐約世界日報》(New York World)頭版 113
附錄2:2013年3月25日 蘋果日報及自由時報頭版半版廣告 114
附錄3:2013年3月29日 紐約時報全版廣告 115
附錄4:【集資廣告】台灣,這次妳一定要撐下去」主流媒體報導列表 116
附錄5:《New York Times》全版廣告 119
附錄6:flying V、嘖嘖公民募資之弱勢關懷類前十名列表,2013-2019年 120
附錄7:flying V、嘖嘖公民募資之黨政趨向類列表,2013-2019年 121

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