「地方首長施政滿意度調查表」的意義結構之研究 --- 羅蘭巴特(Roland Barthes)的符號批判之觀點

Abstract

“xx magazine” has been investigated the happy cities of Taiwan by referring to government resources,statistical datas and calling on the public.The result shows us the achievement of local governments.Besides,the magazine also does the opinion polls of local administratiton satisfaction. The public are considered consumers,the counties are considered brands,and the leaders of the counties or cities are considered the chief executive officers（CEO）. That’s just like running a big enterprise.It could provide the public references to vote in the future.It could also provide the local governments the way to learn and improve.However,how does a survey of public opinion be made with accountability and objectivity? What is the possibility of the result corresponding to? Those are what the author will focus on. About the possible meanings within “the local administratiton satisfaction” ,there exits many possible researching ways.The study has chosen the semiology of Roland Barthes as the point of penetration and will be according to three symbolic points of view as below: （1） Denotation : The signified action is the transformed process between the signifier and the signified .Symbols are its results.The study regards the“local administratiton satisfaction” as a symbol to interpret .What the author thinks about the signifier is directely from the existing appearance of a sensory substance.In the other word, the “local administratiton satisfaction” is the existing form which is combined with separate words ,written or printed characters.However,the signified is the psychological consept after the sense organ receives the sensory elements.We could use 「signifier卅Signified」to express the process of the association with signification in thinking .Barthes named it denotation is because that the meanings turn out. （2） Connotation:There exits a “natural “transition between the linguistic denotation and the mythological form embedding in the connotation of the “public opinion polls of local administratiton satisfaction” . Furthermore,it’s naturally be thought about the connotation of the symbol which equals its composition mechanism and dynamics. （3） Symbolic signification:Barthes uses”metaphor”and “metonymy” to explain the symbolic signification.Metaphor acts on transforming a certain fact peculiarity into another level.The basic definition of metonymy is that a part of a level stands for the whole level .And then it tries to represents the whole through observation of the part.