Paper Title
A Study Of Media Use And The Driving Forces Of The 318 Movement In Taiwan

Abstract
There have been a series of protest movements in Taiwan recently, among which the Sunflower Student Movement (SSM) has had a far-reaching socioeconomic impact on the country’s future. Contentious mass movements easily arise but are difficult to contain. They affect the government but can also be worrisome for instigators. In this study, the SSM was used as an opportunity to conduct interviews and questionnaire surveys. The aim was to explore related key issues such as media use, the driving forces behind participation, and the formative mechanism and organizational structure of crowds. The Internet was found to be the most important medium among the students; in particular, Facebook was the main conduit for mustering the younger generation to participate in the movement. The main reasons for involvement were identification with the movement’s demands, peer influence, and the desire to experience a student movement. Since the majority of students attended with friends, in terms of overall structure, crowds were comprised of various cliques. This situation had a crucial impact on whether the movement gained or lost strength. This study gained a deeper insight into the characteristics of new-generation student movements; it can serve as a reference for the handling of mass movements and should be helpful for ensuring future political and social stability. Index Terms—Mass movement, Sunflower Student Movement, Internet, Media, Driving Forces, Taiwan