民間司改會社會行銷《法官法》與公民參與司法改革關聯性之研究

Abstract

本研究目的旨在以公民參與觀點，探討民間司法改革基金會社會行銷《法官法》之內涵。剖析公民團體之社會行銷設計，及其參與者認知、意願以及行動力之關聯性，並瞭解我國司法改革進程中，司改會扮演之角色。 本研究採質性研究方法，以「深度訪談」、「參與觀察」與「檔案文件」等方式收集及分析資料，對於司改會社會行銷之目標客群：訴訟案件當事人、法律專業背景客群，以及非特定客群進行探究。 研究發現，司改會以《法官法》作為社會行銷產品傳達其司法改革之理念，以通路設計連結公民團體及個別公民參與司法改革，依不同客群採用定價策略，以及傳達參與司法改革相關資訊之推廣策略。如此之社會行銷設計也顯示，司改會能以公民團體角色促進公民參與司法改革，善用社會行銷突破公民團體權力與資源之侷限，並匯集公民參與力量達到最高的公民參與程度。 最後，分別對於司改會、我國政府單位與未來研究提出本研究之建議。

The study aims at exploring the social marketing strategies of the《Judges Act》espoused by the“Judicial Reform Foundation” (JRF) based on the perspective of civic participation. A qualitative research design is adopted to collect data from the three target customer groups of the social marketing. The data analyses focus on (1) the social marketing design of the JRF, (2) the relevance between the social marketing design and the promotion of cognition, willingness and actions of customers’ civic participation, (3) the roles of the JRF within the processes of judicial reform in Taiwan. The main findings of the study are summarized as follows: 1. In the “Judges Act” as a social marketing product, the JRF adopts strategic social marketing to build the connection between civic groups and individual citizens for the purpose of promoting civic participation of judicial reform in Taiwan. 2. The social marketing design of the JRF becomes an effective strategy for raising the cohesion of citizens’ power to the highest level of civic participation. Certain recommendations for the JRF, government authorities and future researches are proposed based on the findings.