我國2000年總統大選結果為台灣帶來首次的政黨輪替，使我國在民主化的路程上更進一步地朝向民主鞏固(Democracy Consolidation)的階段，在這樣的時代中，公務人員必須更加重視民意，並在人民心中建立值得信賴的形象。而在人民的「腦海圖像」大多是由傳播媒體傳遞的訊息所建構而成的，故公共管理者須了解人民從傳播媒體獲得什麼樣的訊息，以及公務人員在傳播媒體上的形象究竟為何，才能對症下藥地進行公務人員的形象改造。
因此，本研究以聯合報系的電子資料庫「聯合知識庫」為分析資料的來源，資料範圍則為我國第一次總統大選前後各一任總統任期，即1996年5月20日到2004年5月19日的公務人員新聞，採用傳播學界的研究方法─內容分析與框架分析，分析上述時間範圍內的聯合報的新聞內容，以了解公務人員在報紙上所呈現的形象究竟為何，以及比較2000年政黨輪替前後公務人員的報導形象，是隨著執政黨的更替而有所不同。
結果發現，報紙給予公務人員的框架有三：「大人」、「公僕」及「員工」，其中以「公僕」為在新聞之中最常見的公務人員形象框架；再者，報紙多以中立立場、極短篇幅，以及純新聞的報導方式來報導公務人員。最後，如果比較政黨輪替前後的公務人員新聞之後，發現兩時期的公務人員皆被報紙視為「公僕」，而且多被給予負面的報導；但亦有所不同之處：政黨輪替之後，公務人員新聞的報導篇幅變小，對公務人員的評價負面新聞比例不變，但正面新聞比例有上升的趨勢。 / In democratic polity, the important aspect of governance is public opinion. After the year of the first party turn-over, bureaucrats need to build reliable images in people’s head and try to earn their support for the policies. But, what is the images of bureaucrats in people’s head is an interesting but unsolved question for the field of public administration. To answer the question, the researcher tries to analyze the stories about bureaucrats in the media---the strong fourth branch of a democratic government.
By using content analysis and frame analysis, this research uses the data collected from the news in the United Daily News to answer the above questions. Between the years of 1996 to 2004, 998 sample news are selected from the database of UDNDATA.
The findings are as follows: First of all, as a whole, there are three types of newsframes of bureaucrats utilized: “authoritarians”, “public servants”, and “employees”, and the newsframe of public servant appears to be the most popular one. Secondly, bureaucrats’ news is covered in less than 500 words and in the tone of neutrality and negativity. Thirdly, there is no difference in newsframe between the news before and after the first party turn-over. However, the news space is getting
shorter and the amounts of positive coverage are increased after the year of 2000.
| Identifer | oai:union.ndltd.org:CHENGCHI/G0093256020 |
| Creators | 陳明育, Chen, Ming Yu |
| Publisher | 國立政治大學 |
| Source Sets | National Chengchi University Libraries |
| Language | 中文 |
| Detected Language | English |
| Type | text |
| Rights | Copyright © nccu library on behalf of the copyright holders |
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