本研究主要目的在以政治人物馬英九為研究對象，探討台 灣主要報紙是否出現「政治名人」現象，並分析「政治名人」 的新聞框架有何特色。由於當代政治名人需要媒介曝光，本研 究也探討政治人物為何受到媒介青睞，以及如何取得媒介上的 發聲機會。 本研究以馬英九從擔任台北市長起至卸任國民黨主席為止 約十年來的新聞報導，從自由時報、聯合報及中國時報三家報 紙以等距抽樣法抽取 864 則新聞進行分析。結果顯示，三家報 紙在「政治名人」的新聞框架上，三報政治立場雖然被認為有 差異，但是在馬英九從政的三階段中，無論就個人特質、政治 風格、背景故事和擬社會互動等四種新聞框架的分佈並無顯著 差異。整體而言，報紙最重視的是「政治風格」和「擬社會互 動」框架；其次，三家報紙除了持續報導政治人物在公共場域 的新聞外，也出現更多以流行文化場域和私領域的新聞報導。 三家報紙在馬英九從政三階段中，使用「名人」報導的新聞框 架日漸增加，也越來越重視「政治風格」、「個人特質」等兩 項和私領域及抽象印象有關的政治名人公眾形象之新聞框架。

It has been a commonplace among mass media in Taiwan that political celebrities garner attention for political performance as well as their personal lives. This study specifically focused on the analysis of Ying-Jeou Ma to learn the process of celebrification coupled with Gans description of the norms among news reporting. The questions this study primarily asked are how the politician, YingJeou Ma’s image has been constructed in the mainstream media; and how the three leading newspapers in Taiwan turned a public official into a celebrity and what impact the process of celebrification have caused on the more traditional political coverage. The results which were based on random sample news reporting in the past 10 years indicated that some newspapers have been followed a framing continuum, in which some news did indeed contain components of celebrification while others corresponded to a more traditional hard news. The results reflected no differences among three leading newspapers of reporting Ying-Jeou Ma’s “political styles” and “parasocial interaction”. And on top of these, some novel tactic of adding new elements such as the politician’s “personal characteristics” have been increasing in the narratives. Nevertheless, the results indicated that growing presence within our media assures that the mass media in Taiwan has tendency to boast every facet of a politician’s personal life into a glaring spotlight of the public sphere.

新聞媒體;政治名人;新聞框架;馬英九

news media; political celebrity; news frame; Ma Ying-jeou