| 摘要: | 2019年末，COVID-19疫情在全球範圍內開始蔓延，至2020年初已演變為一場嚴重的公共衛生危機。這場危機對個人生活產生了巨大衝擊，改變了人們的日常習慣、工作方式和社交互動。同時，它也對整體社會結構造成深遠影響，成為全球關注的焦點。在此背景下，COVID-19疫苗接種被視為控制疫情的重要策略之一，不僅關乎個人健康，也攸關社會恢復正常運作的可能性。本研究旨在探討台灣網路新聞媒體與社群媒體對民眾COVID-19疫苗品牌選擇的影響，並分析這些媒體平台在疫苗相關報導中的議題框架、立場傾向，以及其在風險溝通與危機傳播方面的特徵。
本研究採用語料庫驅動分析法 ( Corpus-Driven Analysis ) 對網路新聞和社群媒體文本進行系統性分析，並輔以半結構式訪談作為研究方法。本研究主要聚焦於四個方面：( 1 ) COVID-19疫苗相關報導的議題框架；( 2 ) 不同媒體平台對疫苗的立場和輿論取向；( 3 ) 網路新聞在風險傳播方面的準確性；( 4 ) 社群媒體上反映的資訊真實性問題。研究者蒐集了2021年1月至6月期間的相關報導，共分析了網路新聞476篇和社群媒體貼文5,723則。
研究結果顯示，不同年齡群體在獲取COVID-19相關資訊時存在明顯差異。年輕群體較多依賴社群媒體平台，中年群體傾向於結合傳統和新媒體，而老年群體則較多依賴傳統媒體管道。媒體報導和社群討論對民眾疫苗認知有顯著影響，但不同年齡層的反應存在差異。疫苗接種決策受多種因素影響，包括職業責任、個人健康狀況、科學數據可信度、以及媒體報導等。值得注意的是，資訊真實性成為一個廣受關注的議題。研究發現，網路新聞媒體在報導COVID-19疫苗相關議題時，傾向於採用較為中立和權威的立場，但在風險傳播的準確性方面仍有改進空間。社群媒體平台則呈現出更為多元化的觀點，但同時也增加了民眾辨別資訊真實性的難度。這種現象反映了在當前資訊環境下，提升公眾媒體素養和批判性思維的重要性。
At the end of 2019, the COVID-19 pandemic began spreading globally, evolving into a severe public health crisis by early 2020. This crisis has significantly impacted individual lives, altering daily routines, work methods, and social interactions. It has also had a profound effect on the overall social structure, becoming a global focal point. In this context, COVID-19 vaccination has been regarded as a critical strategy for controlling the pandemic, influencing not only individual health but also the potential for society to return to normalcy. This study aims to explore the influence of Taiwan's online news media and social media on the public's choice of COVID-19 vaccine brands. It analyzes the framing of issues, stance tendencies, and characteristics of risk communication and crisis dissemination in vaccine-related reports on these media platforms.
This research adopts a Corpus-Driven Analysis approach for a systematic examination of online news and social media texts, complemented by semi-structured interviews as a research method. The study focuses on four main aspects:( 1 ) the framing of issues in COVID-19 vaccine-related reports; ( 2 ) the stance and public opinion orientation of different media platforms regarding vaccines; ( 3 ) the accuracy of risk communication in online news; and ( 4 ) the authenticity of information reflected on social media. The researcher collected relevant reports from January to June 2021, analyzing a total of 476 online news articles and 5,723 social media posts.
The results show distinct differences among age groups in accessing COVID-19-related information. The younger generation tends to rely more on social media platforms, the middle-aged group combines traditional and new media, while the older generation relies more on traditional media channels. Media reports and social discussions significantly influence public perceptions of vaccines, with different age groups reacting differently. Vaccination decisions are influenced by various factors, including occupational responsibilities, personal health conditions, the credibility of scientific data, and media reports. Notably, the authenticity of information has become a widely concerned issue. The study finds that online news media tend to adopt a more neutral and authoritative stance in reporting COVID-19 vaccine-related issues, though there is still room for improvement in the accuracy of risk communication. Social media platforms present a more diverse range of views, but they also increase the difficulty for the public to discern the authenticity of information. This phenomenon underscores the importance of enhancing public media literacy and critical thinking in the current information environment. |
