初探台灣民眾的公民責任感：媒介暴露的解釋

Abstract

本研究欲探究台灣民眾的公民責任感（sense of civic duty）。首先，透過理論與實證分析，說明公民責任感應是一種視投票為責任的道德感受，且能有效驅使民眾前往投票。其次，研究者將探究公民責任感的起源是否能以媒介暴露進行解釋。 研究者採用「2012年總統與立法委員選舉面訪資料（TEDS2012）」為分析基礎，探究公民責任感在台灣的適用性與起源。在適用性方面，研究者試圖釐清不同社會背景民眾公民責任感的差異，同時以投票參與作為公民責任感行動效果的驗證。在起源部分，研究者主要欲檢視媒介暴露的傳播效果，是否為公民責任感的重要來源之一，並透過良性循環與媒介抑鬱兩項理論的引導，說明媒介效果的影響機制。 研究結果發現，有七成的受訪者認為投票是一種責任，且女性、40歲以上、職業為軍公教或私部門管理階層的受訪者有較強的公民責任感；男性、40歲以下、高教育程度、家管、失業或退休的受訪者有較弱的公民責任感。再者，公民責任感與投票參與具有穩定的正向關聯性，表示公民責任感概念在臺灣的脈絡下有其適用性，民眾的投票參與的確受到道德義務感的驅使。此外，在「套疊模型」的設定下可知，納入公民責任感變項，對於解釋民眾的投票參與有顯著加強的效果，這表示考量公民責任感確實能為台灣民眾的投票參與開創新的解釋來源。最後，電視媒介暴露為公民責任感的解釋來源之一，且電視媒介暴露對公民責任感的傳播效果較符合良性循環論的觀點。This study wants to investigate the sense of civic duty in Taiwan. First, researcher will explain through the theoretical and empirical analysis which shows that civic duty should be a moral feeling, and can effectively drive the people to cast their votes. Secondly, the researcher will preliminary explore civic duty are able to explain by media exposure. The researcher used TEDS2012 (2012 presidential and legislative elections interviews date) as basis, to explore the applicability and origins of civic duty in Taiwan. On the applicability of civic duty, the researcher attempted to clarify the differences between people of different social backgrounds on civic duty, and to verify the effect on civic duty by voting participation. On the origins of civic duty, the researcher attempted to view if the effect of media exposure could be one of the important sources of civic duty, and through the theories of virtuous circle and media malaise to explain the media will affect the mechanism. The results showed that 70% of respondents believe that voting is a duty, and over 40 years old, professional military and government or the private sector for the management females of the respondents have a strong sense of civic duty, aged 40 or less, high level of education, home control, unemployed or retired males respondents have a weak sense of civic duty. Moreover, civic duty and voting participation has a stable positive correlation, which means that the concept of civic duty in the context of Taiwan has its applicability and voting participation is indeed driven by a sense of moral obligation. In addition, under the "nested model" setting shows that the variables included in civic duty, for the interpretation of the voting participation has significantly strengthened effect, this means that civic duty can be considering being a new source on voting participation in Taiwan. Finally, the television media exposure is one of the explain source on civic duty, and more in line with the virtuous circle views on the spread effect of civic duty.