How newspapers frame political celebrity? The case of Ma Ying-jeou

本研究以政治人物馬英九為例，探討台灣主要報紙是否出現「名人政治」現象，並探討「名人政治」的新聞框架為何？有何主要特質？呈現的方式是否和傳統政治新聞報導不同？研究對象為自由時報、聯合報及中國時報三家報紙從馬英九從擔任台北市長起至卸任國民黨主席止的新聞報導。以等距抽樣法抽取864則新聞進行分析。研究發現三家主要報紙報導馬英九新聞時都出現「名人政治」的新聞框架，其中以「政治風格」的框架最為顯著，報紙重視政治姿態、品行道德的領導能力描述，另外，報紙也常用「背景故事」把名人私領域的生活面向帶入公領域。「馬英九現象」和「個人特質」、「背景故事」和「社會互動」等框架的論述密切相關，因此確實減少了公共政策或政治議題的報導數量，不過不同報紙的框架仍有差異，隨著馬英九政治位置的重要性，名人政治的新聞框架也有所變化。但就馬英九這位政治人物來說，台灣主要報紙確實出現個人特質和政治風格鮮明的「名人化」現象。In a time when it is commonplace for political celebrities to garner media attention as much media attention for their political performance as for their particular personal life. The author wanted to analyze a famous political figure Ma Ying-jeou to learn the process of celebrification coupled with Gans description of the norms of news reporting, the following indicators would suggest celebrification of political content. The author used the news stories from three major newspapers in Taiwan as sample to find out elements of a celebrity that would attract the journalists as well as media organizations. The result showed that the strategies were utilized to sell the political celebrity was similar to those of the Western media