TCS成果分享


信任媒體就信任政治?2003~2018趨勢分析
Media Credibility and Political Trust: A longitudinal Study

作者
王教安;王嵩音  Chiao-An Wang, Song-In Wang
出處
傳播文化與政治
出版年
2021
卷期
14
頁數
87-113
關鍵字(中)
台灣社會變遷基本調查 ; 台灣傳播調查資料庫 ; 政治信任 ; 媒體可信度 ; 趨勢分析
關鍵字(英)
media credibility, political trust, longitudinal study, Taiwan Social Change Survey, Taiwan Communication Survey
摘要(中)
媒體信任和政治信任都是維持國家社會正常運作的重要關鍵。然而國內外甚少研究探討兩者之關聯。本研究運用2003年和2008年「台灣社會變遷基本調查」,以及2015年與2018年「台灣傳播調查資料庫」共計四年的全國性資料觀察兩者之間關聯的長期趨勢。媒體信任是以報紙、電視、雜誌、廣播與網路五種媒體之絕對可信度測量,而政治信任則是以受訪者是否同意「政府會為全民謀求最大的福利」和「政府首長在媒體上說的話是可相信的」兩個陳述句加總測量。研究結果顯示各媒體之可信度逐年下滑,且都僅在及格邊緣。資料也顯示民眾對於政治信任的態度傾向不信任。四年中有三年的電視可信度與政治信任之間呈現正向關聯,較符合「良性循環說」的觀點。而廣播可信度在2015年時,與政治信任呈現負向關聯,則符合「媒介抑鬱論」的觀點。
摘要(英)
Media trust and political trust are both very important to the stability of democratic political systems. However, research on the relationship between media trust and political trust is rare. This study tries to examine the relationship between media credibility and political trust from 2003 to 2018 using a longitudinal approach. Media credibility was measured by asking respondents to score from 0 points (least credible) to 100 points (most credible) the overall news coverage from newspapers, magazines, radio stations, TV channels, and Internet sites. Political trust was measured by asking respondents to indicate the extent to which they agreed with two statements using a 5-point Likert-type scale: "The government seeks to create maximum welfare for the people" and "What government officials say in the media is believable." The two scores were then averaged to create the measure of political trust. Analyzing survey data collected by the "Taiwan Social Change Survey" and the "Taiwan Communication Survey," we found that respondents evaluated low levels of both media credibility and political trust, with levels declining year by year. The results show the positive relationship between TV credibility and political trust, a finding that fits the "virtuous circle theory." Data also show a negative relationship between radio credibility and political trust, which fits the "media malaise theory."