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系統識別號 U0026-3007201403313100
論文名稱(中文) 社群網站特性影響社會運動方案管理之研究
論文名稱(英文) A Study of Social Networking Sites’ Influence on Social Movement Programme Management
校院名稱 成功大學
系所名稱(中) 資訊管理研究所
系所名稱(英) Institute of Information Management
學年度 102
學期 2
出版年 103
研究生(中文) 陳玉珮
研究生(英文) Yu-Pei Chen
學號 R76011024
學位類別 碩士
語文別 英文
論文頁數 103頁
口試委員 指導教授-謝佩璇
口試委員-呂執中
口試委員-嚴秀茹
中文關鍵字 方案管理  社群網站  社會運動 
英文關鍵字 Programme management  Social network sites  Social movement 
學科別分類
中文摘要   網際網路的快速發展,延伸世界各地疆界。近年興起的社群網站,由於串聯迅速且連結弱勢或潛在的關係,更成為人際溝通最新科技工具。人與人之間容易產生關係,除了刺激社會學習、增強社會信任,更能鼓勵公民和政治參與,成為團體行動達成共同目標最有效率的溝通工具。社會運動者則可利用社群網站,將議題內容以低成本的方式傳播給較遠的群眾。社群網站可視為組織推動變革時的社會媒體,動員團體行動時強而有力的工具。以往文獻只專注在社會運動或網路社群活動,少有文獻結合社群網站的社會運動。若將社會運動視為方案,也從未有文獻透過方案管理的角度來觀察社群網站的社會運動。
因此,本研究值得從方案管理的角度,探討社群網站的社會運動,了解社群網站如何影響社會運動方案的運作。本研究目的可分為以下三點:探討不同社群網站特性對社群網站的社會運動以及辦識社會運動方案管理運作模型、建立社群網站特性如何影響社會運動方案管理運作之研究模型、提出社群網站的社會運動方案管理推動者之建議。
  本研究將社會運動視為方案,結合資源動員理論及整合績效方案管理模型,探討三大世界關注的社會運動之議題:環境運動、人權運動、性別運動,以建立社群網站對社會運動影響力之研究模型。在此模型中,方案管理流程分為專案及價值兩大構面,分別包括規劃、控制、執行、處境、意念及評估六個子構面描述社群網站有形特性與無形特性如何影響社會運動。本研究範疇以台灣發起的同志運動、反核活動及白衫軍/洪仲丘事件在社群網站的運作情形。
本研究在Facebook與PTT上發佈網路問卷進行調查,分為基本資料與社會運動方案兩個部分,方案分為六個階段,各別進行有形與無形特性的兩兩比較,一共回收52份問卷,利用AHP分析問卷結果,其中16份為有效問卷。研究結果顯示有形特性的重要性排名為內容辨識、即時更新與個人化,而無形特性依序為社群導向、互動性、連結關係、超越時空與感性化。
英文摘要 The Internet has rapidly developed, and has extended the boundary of the world. Recently, social network sites (SNSs) have become the newest technological tool of human communication. SNSs can quickly establish a linkage or develop a relationship among minorities and remote relationship. Human beings can find easy to inspire each other in social learning, enhance social trust, and encourage social or political engagement. People involved in the social movement are thus able to utilize the SNSs to disseminate the content of controversial issues to others in remote sites in a lower cost. In other words, the SNSs can be regarded as social media as an organization promotes transformation and the most powerful communication tools which help group take actions to achieve their common goals. In the literature, prior studies only focus on social movement or the events occurred in the network sites, instead of exploring how social movements are operated on the SNSs. If a social movement is considered as a programme, it is worth to further explore social movements on the social networks from the perspective of programme management.
This study considers a social movement as a programme, and combines the concepts of Resource Mobilization Theory and Integrated Programme Management Performance Model to explore three global issues which have ever formed large-scale social movements (i.e., environmental movement, gender movement, and human right movement) to establish a research model which demonstrates the features of SNSs for social movements. The model is divided into project and value dimensions, containing six sub-dimensions/stages (i.e., planning, control, execution, sense-making, ideation and evaluation) to describe how tangible and intangible features of the SNSs are weighted differently in term of importance when operating and managing social movement programmes during the processes of programme management. Therefore, based on the fundamental knowledge of programme management, this study intends to explore how social movements are operated on the SNSs as well as to examine how different features of SNSs are weighted differently in term of level of importance on the operation of the social movement programmes.
The purposes of this study are three folds: to investigate different features of the SNSs for social movements, and to identify the model of operating and managing social movement programme; to establish a research model to demonstrate how the features of SNSs influence the operation and management of social movement programmes; to give advice to people who are promoting social movement programme management on SNSs. The scope of this study is in Taiwan context. Three Taiwanese social movements (i.e., anti-nuclear movement, gay rights movement, and Chung-Chiu Hung event) are promoted not only in a form of strike but also produced lots of echoes on SNSs. Each of them respectively reflects three global issues as well.
This study contributes online questionnaires on Facebook and PTT. The questionnaires are divided into basic information and social movement programme. The programme includes six stages and the participants compare each two tangible and intangible features. This study collects 52 data samples and utilizes AHP to analyze questionnaires. There are 16 valid questionnaires. As a result, this study finds the average rank of tangible features is content recognition, instant update and personalization and the rank of intangible features is community-oriented, interactivity, relational link, beyond time and space and sentimental content.
論文目次 摘要 ii
致謝 v
Chapter 1 Introduction 1
1.1 Research background and motivation 1
1.2 Research Purposes and Problems 8
1.3 Research Scope and Limitation 9
1.4 Research Processes 9
Chapter 2 Literature Review 12
2.1 The features of social network sites (SNS) 12
2.2 Social movements on social network sites 17
2.2.1 The related theories and studies on social movements 20
2.2.2 Social movements in Taiwan and other countries 28
2.3 The applications of PPM on social movements 33
Chapter 3 Research Methodologies 44
3.1 Research model 44
3.2 Research participants and the research scope 48
3.3 Research tool development - Questionnaire for AHP 50
3.4 Data collection and analysis methods 52
Chapter 4 Research results 58
4.1 Data collection period and sample size 58
4.2 AHP Analysis 59
Chapter 5 Conclusions 71
5.1 Discussions 71
5.2 Contributions 75
5.2.1 Theoretical Implication 75
5.2.2 Practical Implication 78
5.3 Limitation and Future Research 80
Reference 83
Appendix 1 92
Appendix 2 98
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