教育部電子報政策行銷功能性之研究-以「2009年有品運動」政策為例

Abstract

政府八大部（內政部、外交部、交通部、法務部、財政部、國防部、教育部、經濟部）均設有電子報，但政府部門之電子報有無功能無人探究。本研究以教育部「2009年有品運動」政策為例，探究教育部電子報政策行銷之功能性。 本研究之研究方法有二，首先以文本分析法了解教育部電子報之單元特性，與比較平面媒體及教育部電子報，了解其對「有品運動」新聞議題的報導差異；再藉由深度訪談法，訪問關心教育議題者，了解其對教育部電子報報導「有品運動」的看法，與其對兩者報導差異的分析及建議。 經由「有品運動」議題操作推論發現，教育部電子報之單元符合計畫性傳播理論之架構，同時教育部電子報有存在的必要性；教育部電子報第364期「有品運動」之報導，以政令宣導的意涵居多同時不具時效性，並沒有全然發揮政策行銷的功能，淪為事後澄清報導之效用；而造成教育部電子報與平面媒體報導差異的原因，主要歸咎於媒體之商業、政治考量，以及教育部「有品運動」政策無法說服大眾，與教育部電子報定位不明；至於如何減少平面媒體與教育部電子報報導之差異，則可從引導媒體、導正部會面對輿論的態度，與確定教育部電子報定位、提升電子報政策行銷之功能做起。 根據上述發現，本研究針對政府部會、教育部、教育部電子報提出相關建議。政府部會推動政策須深思熟慮且有完整配套方案，朝令夕改之政策，令民眾產生不良觀感且質疑執政當局之智慧；教育議題上至天文下至地理，教育部推動政策須以專業為後盾，運用智慧在現實與理想間取得平衡；教育部電子報之定位，是政令宣導或另有其他功能尚需明確釐清。

There are eight ministries of government set up an e-paper platform, including the Ministry of interior, the Ministry of Foreign Affairs, the Ministry of Communications, the Ministry of law, the Ministry of Finance, the Ministry of Defense, the Ministry of Education and the Ministry of economic affairs. However, the capability of the e-paper has not been researched yet. Therefore, this study utilizes the “2009 Morality Campaign” of the Ministry of Education as an example, aiming to explore the performance of the MOE e-paper platform in the function of policy marketing. There are two research methods has been used, one is the Text Analysis and the other is the In-depth Interviewing. At the first, the method of Text Analysis is used to analyze the functional structure of the MOE e-paper, thereby, to anatomize the differences of the example content between e-paper and news reports. Then, the participants who concern the subjects of education would have a depth interview to collect their opinions about the example content posted on the e-paper platform. This study used the “Planned Communication theory” to exam the characteristic of the e-paper. The example content was reported on the e-paper 364 issue, which only had the function to disclose the policy but the effectiveness. As a result, the “2009 Morality Campaign” of MOE, there are many differences between the reports of MOE e-paper and commercial media. It was caused by the two factors. One hand, the commercial media had more cares in business and political interest. On the other hand, the orientation of MOE e-paper was not clear and its efficiency was not well. This study suggested that the MOE e-paper should identify its goal and promote its efficiency. Moreover, the officers of MOE should improve the communication and relationship with media in order to reduce the gap of understanding.