Policy Crisis Communication of Government and Media Effectiveness

• Main Authors: Yang, Jin-Yun, 楊金運
• Other Authors: Yao,Hui-Chung
• Format: Others
• Language: zh-TW
• Published: 2013
• Online Access: http://ndltd.ncl.edu.tw/handle/41990824554625589623

碩士 === 大葉大學 === 人力資源暨公共關係學系 === 101 === This study employed the Content Analysis approach to discuss how Taiwan’s government adopts the crisis communication strategies and communication effectiveness on the U.S. beef import issue. The result indicated strategies that were used by the Government included denial, differentiating, building new agenda, re-framing and corrective action as well as attacking accuser. For Media Effectiveness, TIFA gained the best evaluation. After TIFA the policy direction on U.S. beef was second and third was the Codex standard for Ractopamine residue. On the other hand, the re-frame of the Codex standard for Ractopamine residue was the most effective, following was building new agenda for TIFA and also, policy direction on US beef had less effect in social effectiveness. In addition, denial strategy was the least effective.