A Study on Military Image Promotion by Big Data Analysis

• Main Authors: WENG, CHIN-YUNG, 翁勤勇
• Other Authors: LAI, YI-HSUAN
• Format: Others
• Language: zh-TW
• Published: 2018
• Online Access: http://ndltd.ncl.edu.tw/handle/9jq429

碩士 === 中華大學 === 科技管理學系 === 106 === According to the Article 31 provision of “National Defense Law”, Ministry of National Defense submitted “Four-Year National Defense Review” of year 2017 to the Diplomatic and National Defense Committee of the Legislative Yuan, transforming President’s vision into strategy and policy, systematically explaining key points and vision of national defense policy for future 4 years and symbolizing transparency of national defense affairs. This has substantial and symbolic meaning for rallying the national defense awareness, expanding the recruitment of the army, and motivating young people to devote themselves to the grassroots units of the national army to replace the conscription. In the past, the measures used by the national army to improve the interaction between the military and the people and also the image were: continuing to deepen national defense education, disaster prevention mobilization and disaster recovery, allowing visits to the Wei'an camp, producing and broadcasting special programs, and the National Army Historical and Cultural Exhibition……etc., in order to activate a good interaction between the military and the people, and to unite the national defense consensus. However, in recent years, the image of the national army still needs improvements, including handling risks of some negative events. Especially the recruitment effect is not as good as expected, whether other methods we could apply or the effectiveness of various publicity channels is a good subject worth studying. This study uses the community OpView big data to analyze the important activities and publicity of the National Army in 2017, for example, Hanguang Drill, allowing visits to the national military camps (including Navy Dunmu Fleet voyage training), series of activities for Glory 93 Military Day, and producing idol dramas for the image of national army (best choices), etc. Using social network discussions on various news sites, Facebook, blogs, discussion boards and PTT to explore the people’s evaluation of important activities of the national army and whether it can help improve the image of military personnel, etc. However, due to the high price of the database, only millions of data from January 2017 to April 2018 can be analyzed. Based on the study, when the national army promotes various policies, we could cooperate with the mission objectives and objectives of the mission, and inspire the army and the people to react with each other in the "emotional" and "behavior" perceptions according to the preferences of the target groups. However, each method and activity have time limits, and different online media also have different effects on different target groups. Therefore, in the future, we should promote activities in different media channels according to different propaganda purposes and expected publicity effects, especially the digital media used by young people; or combine different channels to carry out diversified propaganda to enhance the morale and military image of the national army. At the same time, through various interactive channels, the young people will be encouraged to identify with the national army, which will help the positive image of the national army and enhance the possibilities of recruitment.