網路運動與議題建構之研究—以PTT上之「黑米事件」相關文本為例

Many hegemonists have argued that mainstream established media tend to adopt the views from dominant class to make media contents. Those contents not only encourage existent hegemonies in the society, but also ignore the matter that the public are concerned about. However, the rise of online media has brought some changes on both the existent media ecology and the audiences’ media using behaviors in Web 2.0 era. The prosperity of online media not only promotes the alternative media’s status, but also allows the audiences to have more power in media using. Today the journalists may take the online media issues which contain many public’s thoughts and opinions as the established media agendas. It seems that the perspective from the hegemonists may not be applied to the media ecology and the audiences’ rights nowadays. The aims of this study are to explore the influence of the rise of online media on the existent media ecology and the audiences’ media using behaviors. PTT, a big online medium in Taiwan, is chosen to be investigated. This case study examines Dmedia T-REX disputated event in 2008. Grounded theory is used to analyze and interpret the data of this event in several aspects: (1) the form of the virtual movement on PTT, (2) the issues on PTT transfer to the established media agendas, and (3) the role that PTT has played in the agenda building process of this event. Finally, the researcher extends the results of these items to discuss the implication of online media on the audiences’ behaviors and the media ecology in Taiwan.