| Summary: | 碩士 === 世新大學 === 公共關係暨廣告學研究所(含碩專班) === 96 === The study is a case for active publics of issue activation strategy and government of issue response strategy, and both relations related to the issue of against demolishing Lo-Sheng sanatorium. The study was used by the text analysis of Chinatimes Newspaper to report about the issue of against demolishing Lo-Sheng sanatorium when it started from 1994 to 2007.
The research discovered that the active publics association in each subject life cycle, nimbly utilizes each subject catalysis strategy, and massively uses the motivational strategy by the direct contact method, manages each item with the subject correlation activity, the success locates the subject to on the cultural property preservation demand. In the gaining access to media outlets, the active publics and provides the news allowance using the cultural capital the way, and uses the network medium dissemination characteristic, but carries on the subject catalysis. At the same time, the active publics association the unceasing enhancement is resisted the object the level, increases the subject the visibility, causes the issue of against demolishing Lo-Sheng sanatorium to relocate the subject to develop into the social subject by the area subject, then becomes the global cultural property preservation subject.
In the view of official organization, the subject involves the government unit not only, the main response centralism the Department of Rapid Transit Systems in Taipei City Government and the Taipei County Government, but also between the government unit has not been able to imitate the share communication coordination, so that it has the response news inconsistent situation. In the strategy method application, the official organization by the passive negotiation-based strategies primarily, lacks positive is initiative also has the system the response. Moreover, when the subject develops the conflict essential stage, came under at that time the political context factor influence, but caused the official organization the manner to have the large transition, rapidly entered the solution and the following effect stage.
The case study might suggest that face the different type subject in view of the subject aspect to discuss the active public and the official organization both sides strategy application and faces one by one from the different angle of subject, rich subject of connotation in the future scholarly research. In solid service aspect, then suggested the official organization should strengthen the subject management, the conformity correlation unit's opinion proposed has the plan response strategy. Also, the motion public association should friendly with own resources, obtain nearly with the medium opportunity, but comparatively does not have the subject guidance politics to dispute to be easy the subject demand which attains the populace to approve.
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