Preliminary Exploration of Information Communication on Political Consumption of Agricultural Products: A Case Study of Media Professionals’ Response to Ractopamine-Containing Beef and Pork Imports 初探農產品政治消費的資訊傳播︰以萊牛豬進口商品和媒體相關工作者為例

Abstract

基於台灣政治消費之資訊傳播的研究缺口，本研究旨在探討：消費者之資訊傳遞、計劃行為、政治立場，與農產品政治消費的關聯性。本研究針對七名精擅傳播的新聞工作者，以半結構式的深度訪談來達成上述研究目的。研究結果顯示，受訪者的資訊來源多因應習慣與需求；日常雖偏好影音資訊但會因特定需求而有他選；會依發訊者親疏和事態大小而有不同的回應；農產品政治消費意願決定於食物倫理態度；自由民主會限縮不實資訊的防治；同溫層效應已成為當代社會的人際壓力；新聞工作者自信可明辨政治消費資訊真偽，其自省又可強化專業形象；政治立場會左右市場，但也會限縮多元觀點。本研究成果將可為後續實證研究奠定基礎，亦可協助政府機關檢視政策與補正法規。 Few studies have analyzed the effect of information communication of political consumption in Taiwan. Thus, this study was conducted to investigate the relationship of consumers’ information dissemination, planned behavior, and political stance on their political consumption of agricultural products. Semistructured interviews were conducted with seven media professionals. The results revealed that the respondents primarily relied on information sources that they gravitated to out of necessity or habit. They preferred audiovisual content in everyday consumption but turned to other formats when they have specific information needs. Their information responses varied depending on the relationship closeness of the information sender and the severity of the situation. The political consumption intentions of agricultural products are determined by their food-ethic attitudes. Notably, the openness of information in a l iberal d emocracy m akes d isinformation d ifficult t o c ounter. T he stratosphere effect has emerged as an interpersonal stressor in contemporary society. In our study, the respondents expressed their confidence to sniff out political consumption disinformation; introspection strengthened the journalists’ professional image. In addition, their political stances would influence market and limit the diversity of opinions. Our findings could lay the foundation for subsequent empirical research and assist government agencies in reviewing policies and correcting regulations.

Keywords

• political stance
• political consumption
• planned behavior
• information communication
• agricultural products