在2014年九合一選舉期間，臉書（Facebook）是民眾蒐集、交換政治訊息的重要管道。本研究以「認知失調」的觀點出發，檢視臉書使用者的使用動機、個人政治偏好對於不同立場政治訊息與臉書上的選擇性暴露之關聯性。本研究之前測以深度訪談法訪問十一位符合選民資格的臉書使用者，正式問卷則透過網路問卷調查法施測。最後發現臉書的娛樂使用動機最可能讓使用者在其中對於立場不同之政治資訊進行忽略不看、取消追蹤的選擇性暴露行為；且選民心中的候選人個人形象與政治形象也與選擇性暴露有直接相關。

Facebook now poses as a salient platform for citizens to share their political opinions; however, different political opinions may have an impact on one’s friend status on Facebook. This research adopts online survey to examine the role of selective exposure in the relationship between political opinion and Facebook online friendship, and studies users’ reaction when receiving posts featuring different political opinions from their friends.

The result shows that Facebook users tend to ignore, unfollow, or unfriend their friends with different political views, when the regard Facebook as an entertainment social media. Also personal and political image of the Taipei Mayor candidates in citizens’ mind gave a direct relation with their selective exposure.