受到軍中體系的日漸開放與社會變遷、科技的日新月異的影響，傳統的軍中藝文展演模式，為了能夠配合現階段的國防政策，逐漸從宣傳愛國思想、體現愛國情操的文本中改頭換面。當前的藝文展演以及相關活動，不但跳脫單純以強化國防結構的意識主體，更著重軍民關係的建立，並且將群眾客體的回饋也視為政策擬定的參考依據，顯見軍中藝文政策無論在活動的內容、本質，或是在目標對象的主從性判定上，都有了重新的建構。本研究以國軍形象影片為本，藉由網路平台的系統數據對閱聽者的反饋進行統計及分析。研究發現：主要影響影片觀看聲量的原因，仍是影片內容是否具有「引起閱聽者共鳴的話題性」，而小編的社群經營、影片創作題材及手法都影響著行銷的成效。最後，研究者也透過影片的文本分析，與閱聽者訊息的語意分析相互媒合，研擬出提升文宣效益的具體作法及建議。

With the changes of society, in order to market national defense policies, the traditional military art exhibition mode has gradually changed from propagating patriotic thoughts and embodying patriotism. Now the military art exhibitions not only merely strengthen the subjective consciousness of the national defense structure, but more emphasis has been placed on the establishment of military-civilian relations. Feedback from the public is regarded as a reference basis for the policy formulation. It is obvious that the military art policies have been re-constructed. This study analyzed audience feedback on social networking sites. Results found that the popularity of the image videos depended on whether the videos have “topicality,” and social media editors’ management as well as themes of the videos and video-making methods affected the effectiveness of marketing. Lastly, based on findings from video text analysis and semantic analysis of audience messages, specific practice and suggestions about enhancing propaganda effectiveness are discussed.