Rebuilding Public Trust in the Taiwan Military: A Systems Approach

Abstract

This thesis focuses on how the Taiwan military can improve public perception by changing its posting strategies on the Taiwanese Ministry of Defense Facebook page. By enhancing public trust through social media, the military would be better positioned to increase recruitment, funding, and morale. First, the research analyzes the application of Facebook and use of the Like button as an indicator of public trust levels. Then it employs content analysis methods, to evaluate which posting formats and writing approaches would lead to various trust levels. The findings reveal that the Taiwan military can improve public perception through its use of Facebook by publicizing cultural events such as the Lunar New Year, creating surprising content for followers, managing the trust-building process, and using Facebooks text and picture format with a proactive content strategy.

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Document Details

Document Type
Technical Report
Publication Date
Jun 01, 2016
Accession Number
AD1026154

Entities

People

  • Tzu-lun Chen

Organizations

  • Naval Postgraduate School

Tags

Communities of Interest

  • Cyber
  • Human Systems
  • Weapons Technologies

DTIC Thesaurus Topics

  • Crisis Management
  • Data Analysis
  • Governments
  • Information Science
  • Media
  • Military Personnel
  • Military Science
  • Military Training
  • National Security
  • Psychology
  • Public Opinion
  • Schools
  • Social Media
  • Statistics
  • Students
  • Training
  • War Colleges

Readers

  • Asian Economic Studies
  • Emergency Management and Homeland Security.
  • Military Leadership and Professional Education.

Technology Areas

  • Space