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研究生: 張儀同
Chang, Yi-Tung
論文名稱: 深度偽造政治廣告之外表吸引力、性別與公共政策類型對候選人評價、形象及投票意願影響:以台灣年輕選民為例
The Effect of Physical Attractiveness, Gender, and Political Views on Candidate Evaluations, Candidate Images, and Voters' Willingness to Vote on Deepfake Political Advertising: From the Perspective of Young Voters in Taiwan
指導教授: 林慧斐
Lin, Hui-Fei
王銀國
Wang, Yin-Kuo
口試委員: 陳聖智
Chen, Sheng-Chih
賴守誠
Lai, Shou-Cheng
王銀國
Wang, Yin-Kuo
林慧斐
Lin, Hui-Fei
口試日期: 2021/12/16
學位類別: 碩士
Master
系所名稱: 大眾傳播研究所
Graduate Institute of Mass Communication
論文出版年: 2022
畢業學年度: 110
語文別: 中文
論文頁數: 150
中文關鍵詞: 深度偽造候選人政治廣告外表吸引力性別公共政策類型廣告可信度候選人評價候選人形象投票意願選舉
英文關鍵詞: Deepfake, Candidate, Political advertising, Physical Attractiveness, Gender, Political Views, Advertising credibility, Candidate evaluations, Candidate images, Voters' willingness to Vote, Election
研究方法: 實驗設計法
DOI URL: http://doi.org/10.6345/NTNU202200002
論文種類: 學術論文
相關次數: 點閱:283下載:42
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  • 近年來社群媒體崛起,政治人物在選舉與行銷時,使用政治廣告影片在社群平台上宣傳時常可見,本研究試圖透過新興技術深度偽造(Deepfake)製作候選人政治廣告影片,並且模擬在臉書上發布的效果,結合期望違背理論,研究以 2 外表吸引力(外表吸引力高 vs. 外表吸引力低)x2性別(男性vs. 女性)x2公共政策類型(經濟發展 vs. 社會公平)之三因子組間實驗設計,探討三個自變項間在候選人之政治廣告影片對於年輕選民的候選人評價、候選人形象及投票意願的影響,以及廣告可信度在自變項與依變項之間的中介效果。

    本研究結果證實:(1)「外表吸引力高」的候選人,相較於「外表吸引力低」的候選人,更容易引發較正面的候選人評價、較佳的候選人形象以及較高的投票意願、(2)「女性」的候選人相較於「男性」的候選人,更容易引發較佳的候選人形象以及較高的投票意願、(3)提出「經濟發展」相關政策,相較於提出「社會公平」相關政策,更容以引發較佳的候選人形象、(4)在提出「經濟發展」相關政策時,外表吸引力較「高」之候選人會比外表吸引力較「低」的候選人,更容易引發較佳的候選人形象、較高的投票意願、(5)廣告可信度在外表吸引力、性別、公共政策類型與候選人評價、候選人形象與投票意願間無中介效果影響。

    With the rapid development of social media, politicians often post their political advertising videos on Facebook or Instagram to promote themselves when they are preparing for the election. Therefore, this research intends to use the expectancy violations theory as a basis, and make simulation with Deepfake to design a 3-factor between-subject experiment composed of Physical Attractiveness (high vs. low), Gender (Male vs. Female), and Political Views (economic development vs. social justice). The experiment aims to examine whether the variables could affect candidate evaluations, candidate images, and voters’ willingness to vote. It also tests the mediation effect advertising credibility has on the relationship between three independent variables and three dependent variables.

    The results of this research show that: (1) compared to candidates with low physical attractiveness, those with high physical attractiveness tend to receive positive comments, better candidate images, and higher voters’ willingness to vote; (2) compared to the male, female has a better candidate images and inspires higher voters’ willingness to vote; (3) compared to the social justice, policies related to economic development leads to a better candidate images; (4) when the candidate proposed policies about economic development, those with higher physical attractiveness leads to better candidate images and higher voters’ willingness to vote, compared to those with low physical attractiveness. (5) advertising credibility shows no mediation effect between 3 independent variables (Physical Attractiveness, Gender, and Political Views) and 3 dependent variables(Candidate evaluations, Candidate images, and Voters’ willingness to vote).

    謝誌 ii 摘要 iii Abstract iv 目錄 v 表目錄 x 圖目錄 xii 第壹章 緒論 1 第一節、研究背景、動機與目的 1 第二節、研究問題 7 第貳章 文獻回顧 8 第一節、深度偽造技術發展沿革 8 一、深度偽造技術發展與現況 8 二、目前檢測深度偽造影像方式 13 三、深度偽造的相關研究 16 第二節、外表吸引力 18 ㄧ、外表吸引力定義及相關研究 18 二、外表吸引力在政治上之體現 22 第三節、性別 23 一、性別、性別刻板印象及相關研究 23 二、性別基模理論 25 三、小結 26 第四節、公共政策類型 27 一、公共政策類型及相關研究 27 二、小結 30 第五節、候選人評價、候選人形象相關研究 31 一、候選人評價 31 二、候選人形象 32 第六節、投票意願相關研究 35 第七節、期望違背理論 36 第八節、廣告可信度 38 第九節、假設推導 40 一、外表吸引力與候選人評價、候選人形象及投票意願關係 40 二、性別與候選人評價、候選人形象及投票意願關係 42 三、公共政策類型與候選人評價、形象及投票意願關係 43 四、外表吸引力與性別的交互關係 44 五、外表吸引力與公共政策類型的交互關係 45 六、性別與公共政策類型的交互關係 46 七、外表吸引力、性別與公共政策類型的交互關係 47 八、廣告可信度之中介效果 48 第參章 實驗方法 49 第一節、研究背景、動機與目的 49 第二節、實驗設計與刺激物 50 一、實驗設計 50 二、自變項的定義與操弄 51 (一)外表吸引力(外表吸引力高 vs. 外表吸引力低) 51 (二)性別(男 vs. 女) 52 (三)公共政策類型(經濟發展 vs. 社會公平) 52 第三節、前測:政治人物知名度測試及自變項操弄檢定 53 ㄧ、自變項測量問項 53 (一)政治人物知名度 53 (二)面貌聯想 53 (三)性別:男與女 54 (四)外表吸引力:外表吸引力高與外表吸引力低 54 二、前測一:政治人物知名度 55 三、前測二:面貌聯想與自變項操弄檢定(外表吸引力、性別) 56 第四節、依變項與中介變項衡量 59 ㄧ、候選人評價 59 二、候選人形象 59 三、投票意願 60 四、中介變項 60 第五節、主實驗刺激物呈現、實驗程序 61 ㄧ、主實驗刺激物呈現 61 二、實驗程序 62 第肆章 研究結果 63 第一節、樣本結構與敘述統計 63 第二節、信度分析 65 第三節、正式實驗之操弄檢定 66 一、外表吸引力操弄檢定結果 66 二、性別操弄檢定結果 67 三、公共政策類型操弄檢定結果 67 第四節、研究假設之驗證 68 一、外表吸引力對候選人評價、候選人形象與投票意願之影響 70 (一)外表吸引力對候選人評價之影響 70 (二)外表吸引力對候選人形象之影響 70 (三)外表吸引力對投票意願之影響 71 二、性別對候選人評價、候選人形象與投票意願之影響 71 (一)性別對候選人評價之影響 71 (二)性別對候選人形象之影響 71 (三)性別對投票意願之影響 72 三、公共政策類型對候選人評價、候選人形象與投票意願之影響 72 (一)公共政策類型對候選人評價之影響 72 (二)公共政策類型對候選人形象之影響 72 (三)公共政策類型對投票意願之影響 73 四、外表吸引力與性別對候選人評價、候選人形象與投票意願之影響 73 (一)外表吸引力與性別對候選人評價之交互效果 73 (二)外表吸引力與性別對候選人形象之交互效果 73 (三)外表吸引力與性別對投票意願之交互效果 74 五、外表吸引力與公共政策類型對候選人評價、候選人形象與投票意願之影響 74 (一)外表吸引力與公共政策類型對候選人評價之交互效果 74 (二)外表吸引力與公共政策類型對候選人形象之交互效果 74 (三)外表吸引力與公共政策類型對投票意願之交互效果 75 六、性別與公共政策類型對候選人評價、候選人形象與投票意願之影響 75 (一)性別與公共政策類型對候選人評價之交互效果 75 (二)性別與公共政策類型對候選人形象之交互效果 76 (三)性別與公共政策類型對投票意願之交互效果 76 七、外表吸引力、性別與公共政策類型對候選人評價、候選人形象與投票意願之影響 76 (一)外表吸引力、性別與公共政策類型對候選人評價之交互效果 76 (二)外表吸引力、性別與公共政策類型對候選人形象之交互效果 77 (三)外表吸引力、性別與公共政策類型對投票意願之交互效果 77 八、中介效果 77 (一)外表吸引力、性別、公共政策類型對候選人評價的影響 78 (二)外表吸引力、性別、公共政策類型對候選人形象的影響 82 (三)外表吸引力、性別、公共政策類型對投票意願的影響 85 第五節、研究假設檢定結果 89 第伍章 結論與建議 92 第一節、研究結果討論 92 一、「外表吸引力高」的候選人相較於「外表吸引力低」的候選人,更容易引發較正面的候選人評價、較佳的候選人形象以及較高的投票意願 93 二、「女性」的候選人相較於「男性」的候選人,更容易引發較佳的候選人形象與較高的投票意願 94 三、相較於提出「社會公平」相關政策,提出「經濟發展」相關政策之候選人會引發較佳的候選人形象 96 四、不論「高外表吸引力」或是「低外表吸引力」,搭配「男性」或是「女性」,對候選人評價、候選人形象與投票意願皆不會產生直接影響 97 五、在提出「經濟發展」相關政策時,外表吸引力較「高」之候選人會比外表吸引力較「低」的候選人,更容易引發較佳的候選人形象、較高的投票意願 98 六、不論「男性」或是「女性」,搭配「經濟發展」或是「社會公平」政策,對候選人評價、候選人形象以及投票意願皆不會產生直接影響 99 七、「外表吸引力」、「性別」以及「公共政策類型」對於候選人評價、候選人形象以及投票意願的交互作用影響 100 八、廣告可信度在「高反差」與「候選人評價」、「高反差」與候選人形象以及「高反差」與「投票意願」三者皆無中介效果 101 第二節、學術貢獻與實務建議 102 一、學術貢獻 102 二、實務建議 103 第三節、研究限制、未來研究方向與建議 104 一、實驗進行過程之限制 104 二、深度偽造技術之限制 104 三、素人候選人之限制 105 四、公共政策類型呈現之限制 105 五、未來研究方向與建議 105 (一)公共政策類型操弄之建議 106 (二)圖像與文字操弄之建議 106 參考文獻 107 中文文獻 107 英文文獻 117 附錄一、前測一問卷 139 附錄二、前測二問卷 140 附錄三、主實驗問卷 146

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