臺灣衛福部Covid-19防疫宣傳影片內容分析

Abstract

本研究旨在探討衛福部於YouTube網站上的96部新冠肺炎防疫宣傳影片的訊息呈現方式及策略變化情形。首先建構類目及定義，接著製作成編碼表，再以「內容分析法」進行比較分析。藉此瞭解政府在宣傳影片中使用哪些方法吸引不同族群的觀眾，以達成全民防疫的目的。研究結果發現，防疫宣傳影片大多以一分鐘內的短片為主。有過半以上的影片採以劇情做為敘述手法的錄影拍攝模式。影片中的標題、字幕與旁白語言大多以中文呈現，少部分有加上第二種語言藉以投放給特定對象作為輔助。並大量採用動畫特效，希望吸引觀眾的注意力。其多元的核心主題中以社區防疫為最大宗，也有許多呼籲民眾要對政府有信心的影片。音樂類型以固定的片頭與片尾音樂為主，絕大多數為緊張性的音樂，希望觀眾提高警覺。創意策略方面以理性訴求為最多，尤其重視生活情境的呈現，並且大量採用素人與專業人士合作的模式，希望能樹立專業的形象並且貼近民眾的生活，直到晚期才根據疫情的變化，進行比重上的調整，在理性訴求、生活情境及官員的這些部分都呈現晚期下降的趨勢。

This study aims to explore the presentation methods and strategic changes in the information of 96 COVID-19 prevention and control promotional videos on the YouTube platform by the Ministry of Health and Welfare. Categories and definitions were first established, followed by the creation of a coding table. A comparative analysis was then conducted using content analysis to understand the government's use of various methods in promotional videos to attract different audience groups, ultimately achieving the goal of nationwide epidemic prevention.The study found that most epidemic prevention videos are primarily short, lasting less than a minute. Over half of the videos use a narrative technique in the form of recorded scenarios. Titles, subtitles, and voiceovers in the videos are predominantly in Chinese, with a few including a second language to target specific audiences as support. Animated special effects are widely used to capture viewers' attention. The predominant theme among diverse topics is community epidemic prevention, with many videos urging the public to have confidence in the government. The music is mainly composed of fixed intro and outro music, mostly intense, aiming to increase viewer alertness. In terms of creative strategy, rational appeals are most common, emphasizing the presentation of real-life situations. The study also notes extensive collaboration between amateurs and professionals, aiming to establish a professional image closely tied to people's lives. Adjustments in emphasis are made later based on changes in the epidemic situation. In the aspects of rational appeals, life situations, and officials, there is an observable trend of decline in the late stage.