台湾地区数字民粹主义现象研究: 以柯文哲与韩国瑜为案例

本文以莫非特与拉克劳等学者关于数字民粹主义的理论为基础, 构建 “传播机制—意识形态塑造—传播影响力” 的分析框架, 选取柯文哲与韩国瑜作为代表性政治人物, 深入探讨数字民粹主义在台湾地区的传播逻辑与政治效应。研究基于脸书平台数据,综合运用LIWC文本分析、Tf-iDf词频统计与BERTopic新闻聚类等方法, 对两位政治人物的社交媒体话语及其所引发的舆论表现展开实证分析。研究结果发现,数字民粹主义在传播过程中强调正向情绪动员与生活化叙事。在意识形态层面强化 “台湾优先” 观念, 并通过个体魅力与网络参与重塑政治动员逻辑。这一发展趋势不仅改变了政治沟通模式, 也对两岸关系及岛内政治生态产生可观影响。本文旨在深化对新兴政治传播路径的理解, 并为构建更具前瞻性与有效性的两岸网络舆论治理策略提供理论参考。

This paper draws upon the theories of digital populism proposed by scholars such as Mouffe and Laclau, and constructs an analytical framework of "communication mechanism-ideological shaping-communication influence".
It selects Ko Wen-je and Han Kuo-yu as representative political figures and delves deeply into the dissemination logic and political effects of digital populism in the Taiwan region. Using data from the Facebook platform, this study comprehensively employs methods such as LIWC text analysis, Tf-IDf word frequency statistics, and BERTopic news clustering to conduct an empirical analysis of the social media discourse and public opinion of two political figures. It reveals that digital populism emphasizes positive emotional mobilization and lifelike narratives in its dissemination process. At the ideological level, it reinforces the concept of "Taiwan First" and reshapes the logic of political mobilization through individual charm and online participation. This trend has not only transformed the modes of political communication but also exerted considerable influence on cross-Strait relations and the political ecology within the Taiwan island. This paper aims to deepen the understanding of emerging political communication pathways and provide theoretical references for formulating more forward-looking and effective cross-Strait online public opinion governance strategies.