2020年年會論文 -兩級傳播的重生-以意見領袖探討時事型youtuber對閱聽人時事關注程度影響
篇名
兩級傳播的重生-以意見領袖探討時事型youtuber對閱聽人時事關注程度影響
The reborn of Two-step flow theory- YouTuber as an opinion leader
作者
劉孟儒
Liu, Meng-Ru
中文摘要

近年來,由於社群媒體的興起,使用行動裝置觀看新聞越來越流行,社群媒體與網路平台變成閱聽人收視新聞的重要管道。而Youtube社群平台中,越來越多Youtuber以幽默、新穎的方式講述時事,擺脫閱聽人對傳統新聞管道正式的報導方式的既定印象。

本研究利用問卷調查法,試圖以兩級傳播了解時事型YouTuber對閱聽人時事關注度的影響。最後,研究結果發現時事型YouTuber在被視為意見領袖的情況下,能夠提升閱聽人對時事的關注度、搜尋 時事意願、政治參與度以及時事分享意願。
 

英文摘要

For the past few years, there have been more and more social media rising. Using mobile devices to watch news has become increasingly popular. Social media and online platforms have become an important channel for viewers to watch the news. In the YouTube social platform, more and more YouTubers tell current affairs in a humorous and novel way. Those YouTuber get rid of the established impression of readers on the traditional reporting methods of traditional news channels.
This study tried to understand YouTuber that talks about current events as an opinion leader. This research used the online questionnaire method and collected 319 questionnaires (N=319). The effective response rate was 58.18 percent. This research found that the YouTuber who talk about current-event, when viewed as an opinion leader, can increase viewers ’attention to current events, search for current events, political participation, and willingness to share current events. 

中文關鍵詞
意見領袖、兩級傳播、時事型 youtuber、時事關注程度、新聞時事
英文關鍵詞
opinion leader, two step flow theory, YouTuber, Current- events, news
發表日期
2020/06/18
授權狀況
未授權