政策擴散的理論探討了「學習」、「競爭」以及「壓力」三項因素，卻似乎未考慮到在整個擴散的過程中訊息流動的變項，大部分的人對於創新事物不能接受的原因，乃歸因於對事物的不瞭解，面對未知的事物而難以做出抉擇。隨著日新月異的科技發展，訊息可透過各式各樣的媒體進行大量傳遞，當代的人們無時無刻都暴露在大量訊息當中，這些訊息除了影響我們對事物的認知，更進一步影響我們所作出的決策，特別是新聞報導相較於其他媒體對社會大眾更具有影響力，因此本研究欲透過台灣公共自行車租賃政策此一案例，探討新聞報導與政策擴散之間的關係。 本研究之研究結果發現，台灣公共自行車租賃政策是一個受到大眾以及新聞媒體所持續關注的議題，新聞報導除了提供給大眾充足的政策資訊，在此一議題討論上更呈現出活絡與互動性，而具有高知名度的臺北市YouBike，是各縣市公共自行車租賃政策主要的學習對象。相關性分析的部份，台灣採用公共自行車租賃政策之縣市和相關新聞的報導量是正相關的，並具有高度顯著性。新聞議題越受到大眾與媒體的關注與討論，將能加速政策宣傳和反映問題，也有助於決策者修改政策缺失。對於公共政策來說，決策者應當將新聞媒體視為一大助力，利用媒體來提高民眾對政策的關注和討論將會有助於政策的擴散與執行。 Theories of Policy Diffusion has discussed three diffusion mechanisms: learning, emulation, and competition, but ignore the mechanisms of message in the process of policy diffusion. The mechanisms of message is very important, because people exposed in a large number of messages which is spreaded by many kinds of mass media in recent year. Those messages especially which are announced by news media can affect people to decision making and perception of things. Thus, this article discuss the relationship between media coverage and policy diffusion by the case of public bicycles policy in Taiwan. The results of this study found that the Taiwan public bicycle policy is a topic which continues to be focused by the general public and the news media. News media offer enough policy information to people. And the topic of public bicycle policy on news media is active and interactive. Taipei YouBike’s reputation is high enough to be a learning target to another city. The results of the correlation coefficient showed the relationship between media coverage and the diffusion of Taiwan public bicycle policy is positive. Thus, policy makers should use the media to improve public policy attention and discussion. It will contribute to the diffusion and implementation of policies.
