危機情境中模糊策略與媒體效能之研究─以2008年總統大選期間馬英九綠卡事件為例

CRISIS SITUATION, AMBIGUITY STRATEGY AND MEDIA EFFECTIVENESS－A CASE STUDY OF MA YING-CHIU’S GREEN CARD CRISIS IN 2008 PRESIDENT ELECTION

　　「馬英九現象」的意涵為何？馬從過去到現在不斷維持的完美形象，於2008年總統大選中出現裂痕：綠卡事件的爆發，使他面臨前所未有的危機。由於政治人物使用模糊策略來回應外界的質疑，漸成一種應對方式，故本研究試圖提供小至個人、政治人物，大至企業組織面臨危機證據未明情況時，方能採用「模糊策略」回應，以獲得更多主動對外發聲之詮釋權，並將焦點放在政治人物模糊策略的語藝運用，並佐以類型批評法進行演繹、歸納分析。
　　研究發現：當謝陣營對強烈炮轟馬英九的綠卡問題時，最常採用「答非所問」策略，接續「轉移話題」策略，反質問謝長廷相關弊案，分散對手、媒體注意力；而當對手攻勢減弱時，便採取「不完整的言論」策略。
　　本研究採用之研究方法易使研究者流於主觀詮釋。此外，礙於研究時間上之限制，分析文本數量不足，故未來研究可擴大文本蒐集時間的範圍，進行後續綠卡事件之延伸，並分別採以量、質化的分析，以統計結果獲得選民對於馬使用模糊策略對外回應的態度，並著手深度訪談，獲得更進一步的結論。

　　What is Ma’s phenomenon? Ma keeps his perfect image from past to now, but something goes wrong. He met his most difficult crisis event in the 2008 president election: the green card event. Due to some politician took the strategic ambiguity to face criticized from others, it maybe a way to respond outsiders. This study tried to give an answer from persons to organizations, when they met the crisis with the ambiguity evidences; and focused on the rhetoric from politician. The generic criticism is adopted by this study and tried to analysis the ambiguity elements from Ma’s green card event.
　　This study found that when Hsieh’s team attacked Ma’s green card event, Ma preferred to take the “the other side conversation” strategy, then adopted the “change the topic of conversation” strategy; the “uncompleted conversation” is adopted when the opposed side had light attacked.
　　The analysis way that this study adopted is more subjective than others. In addition, the contexts analysis was not enough for this study because of time limited. In the future, other studies can add more contexts and prolong the range of information collect. Moreover, choose both of the quality and quantity research ways or going on the investigation will better the results.