本研究以台灣二００三年SARS危機為個案，分析中國時報、自由時報、聯合報三大報，藉由媒體評價和經濟指標股價指數評估政府施政表現。首先，依據台灣地區SARS可能病例流行曲線，以及股票上市、上櫃指數的趨勢變化，將台灣SARS危機分為三個時期，危機前、中、後三個階段。經由媒體內容分析得知，三個危機階段，不同消息來源對政府施政的評價，接著進一步比較，三個階段中，消息來源正負面評價和政府施政表現的關連。最後，在加入股票上市、上櫃指數後，進行迴歸分析，並配合民意調查結果完整評估政府施政。 研究結果發現，以經濟指標股價指數為主，SARS可能病例為輔，作為危機週期的劃分，不僅能客觀從經濟面的時間點看待危機事件的發展，也可以利用危機週期的區分，比較評析相同時間點媒體的評價報導。交叉分析媒體消息來源與其負面評價政策數量可發現，肯定政府政策的消息來源以「官方」為主，前三項被稱許的政策為「隔離政策」、「民眾預防SARS政策」、與「醫療政策」。相反的，「民眾」都是批評政府政策的主角，前三項被批評的政策為「隔離政策」、「醫療政策」、與「民眾預防SARS政策」。 在媒體評價報導政府政策中，影響經濟指標股價上市、上櫃指數，前四名依序為「醫療政策」、「隔離政策」、「民眾預防SARS政策」與「出入境政策」。這些政策皆屬於對「民眾」本身加以宣導、防制、規範，其用意是為了民眾健康著想，希望民眾藉由接收到這些訊息，減少民眾恐慌，增加民眾信心。然而，在媒體上呈現過多之負面批評報導，反而造成民眾對政府沒有信心，進一步影響股市的漲跌。然而，為何民眾對政府沒有信心，本研究發現以下六點：1.學者意見正反兩面俱陳，造成民眾恐慌。2.危機事件時，政府未能掌握社會資源整合。3.危機事件發生後，中央地方權責單位缺乏足夠的整合。4.政府乏足夠危機宣導溝通的工具，也是造成民眾不信任的原因。5.政府在處理危機事件時，缺乏與災民的同理心。6.危機事件發生，政府缺乏和媒體良好的溝通與形象建立。 By content analyzing media coverage on Taiwan government’s policy strategies during 2003’s SARS crisis, the main goal of this study is to assess governemnt’s performance on the basis of evaluations by a variety of news sources and the economic indicators, the TSE and the OTC indexes. In addition, this study would like to provide another way of quantitative measurements of public relations crisis management. Three major newspapers, the China Times, the Liberty Times, and the United Daily, were selected to gather 1962 sampling news articles. Correlational analyses revealed that over the span of the SARS crisis, most positive news reports came from the official sources, but the general public harshly criticized government’s policy strategies among all sources. The study also found that the top three policies affecting economic indicators were “medical,””seclusion,” and ”public prevention of SARS.” According to the overall research findings, people in the face of such a national unpredicative crisis did not hold positive attitudes toward the government. This lack of confidence in government’s crisis management might result from the following reasons:1.No absolute and practical suggestions about how to prevent from the SARS virus provided by the official sources increased people’s fear and anxiety.2.At the time of crisis, government failed to make most use of social resources.3.The central and local governments could not communicate and even cooperate with each other effectively and successfully.4.Government’s communicating with the general public when adopting different policies was insufficient and misunderstood.5.Government officials did not put themselves in people shoes when people suffered from an unknown health crisis.6.Government did not manage media relation very well and failed to esatablish a capable and powerful image in the public’s minds.
