政治卷入模式对电视辩论效果的调节作用:以两岸大学生观看2012年台湾大选电视辩论为例

Mediating Effect of Political Involvement Model on the Impact of Televised Presidential Debate:Based on the analysis of Taiwan and Mainland College Students Watching the 2012 Taiwan Presidential Debate

本文旨在探究政治卷入模式中政治知识、政治讨论、政治兴趣、政治功效感、党派意识各要素与投票行为改变的关联,以此检视政治卷入模式对于电视辩论效果的调节作用。基于对两岸不同社会政治情境的考量,组织两岸大学生在实验情境下观看2012台湾大选电视辩论。研究发现,在大陆大学生中,政治知识对投票行为改变起到了显著的反向调节作用,政治知识占有量少者容易受到电视辩论影响从而发生投票倾向的改变;在台湾大学生中,政治讨论和党派倾向对投票行为改变的反向调节作用显著,无党派倾向、政治讨论越贫乏者更容易受到电视辩论的影响改变投票倾向。

This study aims to examine the mediating effect of political involvement variables on the impact of the presidential debate based upon the political psychology model ,We also set the two groups of students into comparison to explore the instinct influence between Taiwan and Mainland college students by considering the social and political context. It is found that the political knowledge, partisanship, and discussion play significant roles in mediating the effect of the presidential debate. In terms of the mainland group, political knowledge played the most significant part. Those who know less about Taiwan politics are more easily persuasive to the presidential debate. Meanwhile, political discussion and partisanship show their notable impacts on the Taiwan group. For the ones who are lack of political participation or political discussion, they are more easily affected to change their votes since they are more vulnerable to the debate.