Social networking sites (SNSs) nowadays serve as important platforms for users to engage in public affairs. This study applied the O-S-O-R model to examine the relationship between Facebook and public participation in science and the mediating role of users’ scientific knowledge and self-efficacy. Besides, this study examined the relationship mentioned above by utilizing data collected from two different populations - the general public and the users of the Facebook fan page “Pansci.com,” the biggest scientific online group in Taiwan. Based on a total sample size of 1,960, the result showed that scientific use of Facebook increased scientific knowledge only for “Pansci.com” users. Besides, scientific use of Facebook is positively associated with self-efficacy and public participation in science in both samples. It is noteworthy that the effect of scientific use of Facebook on self-efficacy is stronger for “Pansci.com” users but the effect of self-efficacy on public participation in science is stronger for general users. In addition, self-efficacy serves as a significant mediator in the relationship between scientific use of Facebook and public participation in science in both samples.

網路世界眾聲喧嘩，臉書(Facebook)平台以其社群形式，全面改寫了傳統大傳媒體的閱聽人的角色，並賦予其更多傳播、新聞再製、重製的權力。事實上網絡的每個節點與另一個節點之間，都透過分享、評論與按讚等行為，而呈現有機變化。 本研究以臉書社群上之使用者為研究個案，透過模擬帳號於臉書平台上複製出使用者平時會看到的內容與情境，透過受訪者對於網路即時事件的回應行為進行觀察，歸納出個文章主題之偏好程度與性別、年齡、職業別是否有差異性；而後，再透過一對一的訪談方式，以進一步理解每一位受訪者對臉書貼文之回應行為動機，以及於臉書中自我展演行為之看法。 根據本研究之發現，得出四項成果: 1. 臉書文章主題之閱讀偏好與使用者性別、年齡、職業別有關。 2. 閱聽人之自主性展演表現於「略過」行為。 3. 閱聽人之自主性展現，對於研究設計內容及其回應之關聯性，難以脈絡化。 4. 閱聽人之觀展行為，使得虛擬與實境間的界線消失。 / The Net world is full of sounds and noises. Taken its format of social networking, Facebook radically rewrites the role of spectator used to be designated by traditional mass media. Nowadays the spectator is given the power of transmitting, rewriting, and remolding any social event when surfing and browsing Facebook. As we look at each spectator as a node in the Net world, the relation between one node and many other nodes has become organic as they perform the actions of “share”, “comment”, and “like” on Facebook. This study aims to analyze how and why Facebook users react to certain articles as they browse through a specifically designed Facebook account, in which articles of various themes and topics are posted. It also tries to differentiate those Facebook users according to gender, age, and occupation, in order to understand their personal preferences toward different articles. The methodologies of this study include participation and observation, and one-on-one in-depth interview, so that motivations of each study subject’s responses to those articles can be found. The study findings are as following: 1. The preferences of certain article correspond to gender, age, and occupation of study subjects. 2. The self presentation of study subjects is reflected through the “skip” function. 3. It is difficult to contextualize the relationship between the self presentation of study subjects and those chosen articles. 4. The surfing and browsing action performed by study subjects on Facebook elimate the line between virtual world and real world.

本研究以政治新聞為例，了解社群媒體時代，臉書使用者的新聞選擇與分享行為，是否改變了傳統新聞守門的理論與實踐，創造出不同於傳統的網路新聞創用行為。 本研究以深度訪談法進行，並結合受訪者臉書的貼文進行研究，採立意和滾雪球兩種抽樣方式，最後訪談對象共12人，男生8人，女生4人。 研究發現可分為四點： 一、網路新聞定義和價值產生質變：對於使用者來說，傳統價值所強調的 「正確性」仍重要，但期許接收更多富含觀點、解釋性的內容。 二、分享行為再定義，臉書使用者的多元社群角色：研究發現使用者身處 多個社群，角色並非固定，而是隨著不同的社群展示不同的形象，提 供不同的功能。本研究彙整臉書使用者可能呈現的五種角色：(1)宣 傳資訊的里長伯 (2)引領思考的領航員 (3)試圖說服的傳教士 (4) 自說自話的說書人 (5)尋求對話的監視者。 三、先分享再過濾，接力合作的社群守門：網路時代，新聞守門仍以多元 的形式在實踐，其中包含臉書演算法、個人守門、朋友守門人，和結 合群眾與科技的協力守門。守門行為不再專屬媒體組織，而是開放使 用者共同合作，不斷協力參與的資訊增值過程。 四、臉書社群的緊密與疏離：「社群」對於臉書使用者的新聞接收和意見 形塑，產生不可忽視的影響，社交網絡的互動出現小眾化、同質化的 現象，密切的人際互動多為立場雷同的對象。 從政治新聞分享者的使用行為中，可發現其動機除了資訊尋求、人際互動以外，臉書使用者更希望在後續的討論過程中影響他人意見、說服他人以不同角度看待政治新聞，新聞分享行為不只是純粹的資訊傳播的過程，而可能是使用者用來觀測輿情、開啟對話、攏絡異己的政治工具。

社群行銷為互動性與即時性很高的行銷模式，對企業而言日趨重要。透過良好的社群媒體經營，可以使企業提高討論聲量與品牌價值，進而帶動銷售達到透過網路引導購買而獲利的效果。故如何善加利用現今最成功的社群媒體Facebook粉絲專頁是企業行銷的成功關鍵因素之一。 本研究鎖定銀行業做研究主體，擷取2016年整年度的資料以個案分析法的方式深入探討台灣前五名銀行業粉絲專頁之經營方式與互動程度。本研究透過類目建構中的分類標準包含多媒體運用性、資訊性、顧客支援性、組織設定做官方貼文的訊息策略分析，瞭解其優勢策略和品牌區隔。本文並以粉絲專頁定義的KPI指標和數據的量化分析，運用多元回歸分析整合五間粉絲專頁資訊，歸納出銀行業在台灣成功的粉絲專頁之行銷模式。 根據以上分析之經營數據與國外粉絲專頁案例，本研究針對官方貼文的內容面給予較理想的粉絲專頁經營策略，以影片類型和抽獎活動主題為主軸並搭配其他貼文模式可以提升粉絲的總反應程度，本文之行銷建議讓台灣銀行業未來社群行銷發展能更有效率且提升整體商業價值。故本研究之分析架構可以運用到不同的產業類型中給予經營參考，未來後續研究也可以再加入不同反應變數或不同的社群媒體做更深入更全面性的社群媒體品牌經營。 / Social media marketing is an highly interative and high-quality maketing method, It is more important for interprises these days. By running a well social media can improve the business popularity and brand value, or even drive sales to increase profit. So how to make good use of most popular social media Facebook Fan page is the key to success of business marketing. The study focuses on the banking industry, using content analysis to explore the 2016 entire year’s data of the top five bank’s fanpage in Taiwan. Through category of construction classification, the study analysis the type, theme, interation and time of official posts to understand its advantages and strategies. Furthermore, the study uses muti regression to sum up the successful fan page marketing model of banking industry in Taiwan. Based on the above analysis of operating data and success cases in foreign countries, the study hopes to provide more ideal business proposals so that the development of social media in Taiwanese banking industy can be more efficient and enhance the commercial value. Therefore, the analysis structure of the study can be applied to different types of industries to give reference for business, the future studies can also add different variables or other social media to do more comprehecsive social media brand management.

本論文主要在探討台灣的非營利組織(Non-profit Organization, NPO)使用Facebook的情形。根據台灣外交部所建檔的非營利組織名冊，找出其中99個非營利組織的Facebook頁面並加以分析其內容，利用這樣的第一手資料，來了解台灣的NPO如何組織和規劃其Facebook平台，來作為一個傳播媒介。 本論文以1998年Kent與Taylor所提出的五大對話原則理論來分析非營利組織使用社群網站的情形，有三點發現：第一，本論文發現，有些非營利組織網站的分類太過細微，有些又太不具代表性；第二，非營利組織在Facebook上的影響力並不大；第三，本論文發現通常組織本身很少在Facebook上與使用者互動，也就是說，它們鮮少回應或是評論其他使用者的貼文和意見，組織成員並不會直接在Facebook上展開對話和溝通。本論文認為NPO使用Facebook並沒有形成一個共通的模式或規模，而是非常隨機的，沒有一個變數能夠真正具有指標意義地用來評價一個NPO粉絲頁面的品質，這大致上可以勾勒出台灣的NPO使用Facebook的情形。 / This thesis examines the use of Facebook pages by nonprofit organizations (NPOs) in Taiwan. The sample for this study was constructed using the official list of Taiwanese NPOs found on the Internet site Taiwan NGO (www.taiwanngo.tw), held by The Ministry of Foreign Affairs, Republic of China (TAIWAN). A total of 99 NPOs’ Facebook pages were content analyzed, therefore this thesis used primary data. The theory used to analyze the use of the social networking site by the NPOs was the Five Dialogical Principles of the Internet proposed by Kent and Taylor (1998). Firstly, it was found that some categories of NPOs are over-represented while others are under-represented. Secondly, it was found that very little influences the way NPOs communicate on their Facebook pages. Finally, it was discovered that associations seldom interact with their users, they don not respond or comment on users’ posts or comments; associations typically do not talk directly to their fans. A global image of the use of Facebook pages by NPOs in Taiwan is given. Finally, it was found that NPOs used Facebook pages very randomly. None of the variables seem to dictate the quality of the page.

同志身分常常是許多同志鎖在衣櫃裡的另一面貌，同志污名標籤令同志在日常生活中，必須管理有關同志身分的身分訊息，以免他人以偏見看待。然而衣櫃卻也有著男櫃與女櫃的差別，女同志在社會中承受的污名處境與男同志並不相同，所擁有的資源與權力也不一樣。相較男同志，女同志有著女性與同志的雙重弱勢身分。 近年來世界各地出現愈來愈多透過臉書賦權的例子，臉書使人們更容易自行組織動員，賦予人們更多政治權力上的能動性。在各式各樣透過臉書賦權的行動中，亦包含少數族群污名化標籤的去除與對抗歧視。對於在主流異性戀社會體制處於性別弱勢的女同志族群來說，藉由臉書反轉污名標籤，或是試圖在臉書上管控自身的同志身分訊息，皆使得女同志在日常生活中與他人的互動，有了別於以往的改變。 本研究從日常生活中的人際互動秩序切入，探究女同志的臉書使用策略。企圖理解臉書如何成為女同志族群遊走權力縫隙的工具，甚至被女同志使用者挪用作為抗衡異性戀主流霸權的策略。研究的目的在於挖掘女同志族群使用臉書的期待、想法與使用感受；以及女同志族群如何透過臉書達成使用臉書的目的――有著哪些使用策略、挪用與棄用的情形。 研究採用質化研究取向，使用深度訪談法，並蒐集紀錄同志的臉書使用文本，交互分析論證。以日常生活理論中Lefebvre的節慶狂歡概念與de Certeau弱者的力量，闡述臉書女同志使用者，如何透過戰術創造機會，並對結構展現出自身的能動性。 研究發現臉書作為呈現日常生活樣貌的平台，反映的是日常生活中綿密交織的各式權力秩序。臉書的女同志使用者在多元的臉書使用策略中，展現與社會監視機制抗衡的企圖，並試圖對異性戀霸權結構秩序形成擾動。女同志族群透過臉書平台具有的隱私控制系統，作為策略使用的主要機制。以臉書上的朋友名單篩選與分類臉書朋友、曖昧模糊的文字內容、大量按讚與轉貼分享偷渡同志議題等方式，自行定義生命中的重要事件與場景，讓詮釋、定義女同志的權力，下放至女同志手中。 / Because of the homosexual stigma, LGBT have to hide their sexual orientation to keep away from discrimination. Lesbians and gays face different social stigmas and the power and social resources they enjoy are not the same. Lesbians, as women and homosexuals at the same time, are more disadvantaged than gays in the society. There are more and more people who empower themselves through Facebook. The empowerment movements on Facebook include reversing the stigma and combating against the discrimination. Lesbians use Facebook as a tool to reverse the stigma against them and they could decide whether to reveal their social identities on Facebook. Thus, Facebook has changed lesbians’ daily interaction with others. Based on the theories about ‘everyday life’ suggested by Lefebvre and de Certeau, this study will explain how lesbians use Facebook to overcome limitations in their daily lives. The findings suggest that, rather than breaking the social norms, lesbians establish a ‘Friend List’ on Facebook to categorize their friends. By using this strategy, lesbians try to undermine the heterosexual hegemony which governs their lives. The tatics that applied by lesbians while using Facebook are not only influenced by the features of Facebook, but also affected by the social and cultural context and power relations.

粉絲專頁是Facebook在2007年推出，提供給Facebook用戶作為公司企業、機關組織或個人品牌經營之用。隨著Facebook成為一個巨大的社交平台，Facebook粉絲專頁也成為一個全方位的品牌社群行銷利器(Nov.2009, Inside Facebook Pages, Sysomos Ins.)。 本研究以品牌聲譽高的象徵性品牌、品牌聲譽低的象徵性品牌、品牌聲譽高的功能性品牌、以及品牌聲譽低的功能性品牌四種類別的品牌粉絲專頁為研究對象，以Oliver(1980)的期望-失驗理論為基礎，並參考Muniz 和O’Guinn(2001)的品牌社群三角模式，將品牌社群成員(粉絲)對品牌社群(品牌粉絲專頁)之期待與加入動機，分為社群成員與品牌間的「品牌互動」、以及社群成員與其他成員間的「社群互動」兩類，探討社群成員對所參加之品牌粉絲專頁的品牌互動及社群互動期待，以及參加後實際知覺績效與期待間的落差，對其社群滿意度及品牌態度造成的影響。本研究有以下重要發現： 1.社群成員並不會因為品牌聲譽高低不同，而對粉絲專頁有不同的期待；但品牌概念形象的不同會影響社群成員對粉絲專頁的期待。 2.社群成員的涉入程度有助增強其粉絲專頁滿意度對其品牌態度的正向影響。 3.四類粉絲專頁的社群成員對於粉絲專頁中品牌互動的平均期待皆高於對社群互動的平均期待。 4.品牌互動方面，社群成員加入品牌粉絲專頁的主要動機與期待集中於資訊強化和產品交易兩個構念。 5.在社群互動方面，四類粉絲專頁的社群成員皆最重視粉絲專頁內的與其他成員間的意見交換。 6.相較於象徵性品牌粉絲專頁的社群成員，功能性品牌粉絲專頁的社群成員較期待能夠透過粉絲專頁的參與，感受到身為品牌愛好者之一的歸屬感。

This research uses the 2010-post election survey by Pew Internet and American Life project and traces the direct and indirect paths of online political information use, Facebook political information use, and mobile phones political information use to political participation to online and offline political participation. Indirect paths are traced through the paths of wider view exposure and the credibility to online and offline political participation. The theoretical framework of the O-S-O-R model is used to guide the path analyses for this research. This research finds that both online political information use and Facebook political information use expose respondents to a wider diversity of views, but that it does not lead to political participation. Furthermore, all three mediums are found to be credible sources of information leading to online political participation with different strengths, while Facebook political information use also leads to offline political participation. Thus, credibility is an important factor and even suggests the possible need for an opinion leader. This is especially so for the use of Facebook, which has the best balanced information dissemination structure its friend network of identifiable people, organisations, and institutions. Facebook also provides the best platform for critical debate and engaging potential voters. Mobile phone political use is also supportive of political participation, but is more questioned in terms of whether the participation it brings is able to lead to critical debate. Keywords: Political participation, Facebook, social media, mobile phones, online political information, wider view exposure, credibility.

近年智慧型手機與網路的普及，使得社群網站與線上串流音樂蓬勃發展。臉書（Facebook）用戶截至去年止每月總體平均用戶高達18.6億人 ，粉絲專頁成為公司企業特別關注的行銷手段。粉絲專頁上的貼文能夠在短時間內經過點閱、分享傳播至用戶的頁面，達到比起電視廣告更佳的效果，也節省了許多的成本。本研究提供了一套針對臉書粉絲專頁貼文的分群流程，考量到貼文字詞的複雜性，除了抓取了臉書粉絲專頁的貼文外，也抓取了與其相關的KKBOX網頁資訊，整合KKBOX網頁中的資料，對中文斷詞系統（Jieba）的語料庫進行擴充，以提高斷詞的正確性，接著透過雙分群演算法（Minimum Squared Residue Co-Clustering Algorithm）對貼文進行分群，並利用鑑別率（Discrimination Rate）與凝聚率（Agglomerate Rate）配合主成份分析（Principal Component Analysis）所產生的分佈圖來對分群結果進行評估，選出較佳的分群結果進一步去分析，進而找出分類的根據。在結果中，發現本研究的方法能夠有效的區分出不同類型的貼文，甚至能夠依據使用字詞、語法或編排格式的不同來進行分群。 / In recent years, because both smartphones and the Internet have become more popular, social network sites and music streaming services have grown vigorously. The monthly average of Facebook users hit 1.86 billion last years and Facebook Fan Page has become a popular marketing tool. Posts on Facebook can be broadcasted to millions of people in a short period of time by LIKEing and SHAREing pages. Using Facebook Fan Page as a marketing tool is more effective than advertising on television and can definitely reduce the costs. This study presents a process to cluster posts on Facebook Fan Page. Considering the complicated word usage, we grasped information on Facebook Fan Page and related information on the KKBOX website. First, we integrated the information on the website of KKBOX and expanded the text corpus of Jibea to enhance the accuracy of word segmentation. Then, we clustered the posts into several groups through Minimum Squared Residue Co-Clustering Algorithm and used discrimination Rate and Agglomerate Rate to analyze the distribution chart of Principal Component Analysis. After that, we found the suitable classification and could further analyze it. How posts are classified can then be found. As a result, we found that the method of this study can effectively cluster different kinds of posts and even cluster these posts according to its words, syntax and arrangement.

除了文字訊息，張貼相片也是臉書使用者常用的功能，這些上傳的照片種類繁多，可能是自拍照、風景照、或食物照等等，本論文的研究以影像分析為出發點，探討相片內容跟發佈者間之關係，希望藉由相片獲得的資訊，輔助分析使用者樣貌。 本研究共收集32位受測者上傳至臉書的相片，利用電腦視覺技術分析圖像內容，如人臉偵測、環境識別、找出影像上視覺顯著的區域等，藉由這些工具所提供的資訊，將照片加註標籤，以及進行自動分類，並以此兩個層次的資訊做為特徵向量，利用階層式演算法進行使用者分群，再根據實驗結果去分析每一群的行為特性。 透過此研究，可對使用者進行初步分類、瞭解不同的使用者樣貌，並嘗試回應相關問題，如使用者所張貼之相片種類統計、不同性別使用者的上傳行為、 依據上傳圖像內容，進行使用者樣貌分類等，深化我們對於臉書相片上傳行為的理解。 / Apart from text messages, photo posting is a popular function of Facebook. The uploaded photos are of various nature, including selfie, outdoor scenes, and food. In this thesis, we employ state-of-the-art computer vision techniques to analyze image content and establish the relationship between user profile and the type of photos posted. We collected photos from 32 Facebook users. We then applied techniques such as face detection, scene understanding and saliency map identification to gather information for automatic image tagging and classification. Grouping of users can be achieved either by tag statistics or photo classes. Characteristics of each group can be further investigated based on the results of hierarchical clustering. We wish to identify profiles of different users and respond to questions such as the type of photos most frequently posted, gender differentiation in photo posting behavior and user classification according to image content, which will promote our understanding of photo uploading activities on Facebook.