English  |  正體中文  |  简体中文  |  Post-Print筆數 : 27 |  Items with full text/Total items : 113311/144292 (79%)
Visitors : 50928188      Online Users : 881
RC Version 6.0 © Powered By DSPACE, MIT. Enhanced by NTU Library IR team.
Scope Tips:
  • please add "double quotation mark" for query phrases to get precise results
  • please goto advance search for comprehansive author search
  • Adv. Search
    HomeLoginUploadHelpAboutAdminister Goto mobile version
    Please use this identifier to cite or link to this item: https://nccur.lib.nccu.edu.tw/handle/140.119/131372


    Title: 政治品牌表現分析:以2020年總統大選候選人YouTube頻道之視覺框架與粉絲參與為例
    Visual Framing & Fans Engagement on YouTube in the 2020 Taiwan Presidential Campaign
    Authors: 賴以潔
    Lai, Yi-Jie
    Contributors: 陳憶寧
    Chen, Yi-Ning
    賴以潔
    Lai, Yi-Jie
    Keywords: 2020年總統大選
    政治品牌
    參與程度
    視覺框架
    競選論述功能理論
    對話溝通理論
    2020 Taiwan presidential campaign
    political brands
    engagement
    visual framing
    functional theory of political campaign discourse
    dialogic theory of public relations
    Date: 2020
    Issue Date: 2020-08-03 18:46:30 (UTC+8)
    Abstract: 社群媒體平台為當前競選訊息的重要傳播管道之一,也逐漸成為政治品牌建立形象傳遞核心理念之展演場所。為了解候選人如何透過以影音內容為導向的社群媒體平台─YouTube建立政治品牌,本研究運用內容分析法評估2020總統大選兩大黨候選人蔡英文及韓國瑜 YouTube影片的政治品牌表現,分析樣本為169部影片(蔡英文110部;韓國瑜59部)。研究結果發現,視覺框架表現上,蔡英文更傾向呈現理想候選人;而韓國瑜則傾向展現受歡迎競選者之形象。以政治競選論述功能理論檢驗兩位候選人影片訊息主題,發現兩位偏好使用的主題不同,蔡英文呈現最多為陳述政見主題;而韓國瑜則為競選動員主題。透過對話溝通理論分析,蔡英文在社群對話功能的使用比例上,明顯較韓國瑜更高。影片的民眾參與程度則因應視覺框架與社群對話功能的運用上出現部分差異,顯示了運用特定視覺框架及對話功能的影片,在瀏覽、按讚及留言人數更多。
    Social media platforms have now served as one of the most important communication channels for campaign, and increasingly become the fields for political brands to establish images and convey beliefs. To obtain more knowledge about how candidates framed their political brands through video-oriented social media platform, YouTube, this research applied content analysis to investigate candidates’ management on visual frames, topics and dialogic functions in the YouTube videos (N=169). Results showed that Tsai Ing-wen tended to present herself as an ideal candidate, while Han Kuo-yu framed himself more as a populist campaigner. The two candidates placed emphasis on different topics, Tsai released more policy content, while Han focused more on campaign. As for the dialogic functions on social media platform, Tsai utilized more often than Han. Furthermore, videos consisted of certain visual frames and dialogic functions may have increased level of engagement.
    Reference: 參考資料
    一、 中文部分
    王泰俐(2013)。〈「臉書選舉」?2012 年台灣總統大選社群媒體對政治參與行為的影響〉,《東吳政治學報》,31(1):1-52。
    王嵩音(2013)。〈社交媒體政治性使用行為與公民參與之研究〉,《資訊社會研究》,(32), 83-111.
    江建璁(2018)。〈相信我,我是「真」的柯文哲:從「本真性」觀點探討社交媒介的政治人物形象〉,「中華傳播學會2018 年會」,臺北市,玄奘大學。
    何宥嬅(2015)。《2014年台北市長候選人連勝文與柯文哲粉絲專頁 訊息策略分析》,世新大學公共關係暨廣告學系(所)碩士學位論文,1-105.
    何懷嵩(2017年4月28日)。自媒體的崛起。取自https://scitechvista.nat.gov.tw/c/sfGI.htm
    呂文瑄(2018)。《政治人物的社群媒體對話溝通策略分析:以第九屆不分區立法委員為例》,政治大學傳播學院傳播碩士學位學程碩士學位論文,1-94.
    李添弘(2013)。《2012 年臺灣總統網路競選策略之研究》,成功大學政治經濟研究所學位論文,1-162.
    周明諺(2008)。《 從公共關係概念探討競選網站、競選部落格互動性功能建置─以2008總統大選為例》。輔仁大學大眾傳播學研究所碩士論文。
    林麗玉(2019年11月3日)。〈網路幕僚看空戰:韓國瑜以量取勝 蔡英文以質取勝〉。《聯合報》,取自https://udn.com/vote2020/story/12702/4141694
    柯秀卿(2018)。〈選戰策略:2016年總統大選臉書的政治溝通〉,《傳播文化》,18,140-179.
    徐于涵(2018)。《社群媒體的品牌個性初探-以台灣地區為例》,交通大學傳播研究所學位論文,1-111.
    徐承群(2009)。〈小筆電網路直播作為聚眾活動的新工具─以 2008 年野草莓學運為個案研究〉。《資訊、科技與社會學報》,10(2),51-69。
    莊伯仲(2009)。〈2005年縣市長選舉競選網站分析;網路行銷之觀點〉,《選舉評論》,6: 31-54。
    莊伯仲(2019a)。《臉書上的選戰:2016年臺灣總統與立法委員選舉之分析》。台北:揚智。
    莊伯仲(2019b)。〈2016年總統大選候選人臉書粉絲專頁之經營績效與訊息策略分析〉,《傳播管理學刊》,20 (1): 21-52。
    莊伯仲、金志聿(2019c)。〈候選人臉書經營和選舉結果之關連分析:以2016年區域立法委員選舉為例〉,《選舉研究》,26 (1): 89-121。
    楊淳卉(2019年8月18日)。〈蔡英文教英文 社群網戰拓票源〉。《自由時報》,取自https://news.ltn.com.tw/news/politics/paper/1311662
    溫偉群、游梓翔(2009)。〈2008 年總統大選電視廣告之功能分析〉,《選舉研究》,16(2),71-99.
    劉立行、徐志秀(2018)。〈國內 YouTuber 經營虛擬社群之研究〉,《國立虎尾科技大學學報》,34(1),93-111.
    鄭宇君、陳百齡(2014)。〈探索 2012 年台灣總統大選之社交媒體浮現社群: 鉅量資料分析取徑〉,《新聞學研究》,120:121-165
    鄭自隆(2015)。《傳播研究與效果評估》。台北市:五南。
    簡娉亭(2019)。《政治人物社群媒體展演與群眾回覆》,政治大學傳播學院傳播碩士學位學程碩士學位論文,1-96.

    二、 英文部分
    American Marketing Association. (2020). Definitions of Marketing, Retrieved February 20, 2020, from https://www.ama.org/the-definition-of-marketing-what-is-marketing/
    Amâncio, M. (2017). “Put it in your Story”: Digital Storytelling in Instagram and Snapchat Stories. Master’s thesis of Media & Communication Studies, Department of Informatics and Media, 1-102
    Aparaschivei, P. A. (2011). The Use of New Media in Electoral Campaigns: Analysis on the Use of Blogs, Facebook, Twitter and YouTube in the 2009 Romanian Presidential Campaign. Journal of Media Research, 4(2).
    Bandinelli, C., & Arvidsson, A. (2013). Brand yourself a changemaker!. Journal of Macromarketing, 33(1), 67-71.
    Bene, M. (2017). Go viral on the Facebook! Interactions between candidates and followers on Facebook during the Hungarian general election campaign of 2014. Information, Communication & Society, 20(4), 513–529.
    Bennett, W. L. (2012). The personalization of politics: Political identity, social media, and changing patterns of participation. The Annals of The American Academy of Political and Social Science, 644(1), 20-39.
    Benoit, W. L. (2004). Political party affiliation and presidential campaign discourse. Communication Quarterly, 52(2), 81-97.
    Benoit, W. L. (2007). Communication in Political Campaigns (Vol. 11). Peter Lang.
    Benoit, W. L. (2014). A Functional Analysis of Political Television Advertisements. Lexington Books.
    Benoit, W. L. (2017). The functional theory of political campaign communication. The Oxford Handbook of Political Communication, 195.
    Benoit, W. L. (2019). A Functional Analysis of Visual and Verbal Symbols in Presidential Campaign Posters, 1828–2012. Presidential Studies Quarterly, 49(1), 4-22.
    Benoit, W. L., & Sheafer, T. (2006). Functional theory and political discourse: Televised debates in Israel and the United States. Journalism & Mass Communication Quarterly, 83(2), 281-297.
    Benoit, W. L., Stein, K. A., & Hansen, G. J. (2005). New York Times coverage of presidential campaigns. Journalism & Mass Communication Quarterly, 82(2), 356-376.
    Benoit, W., Goode, J. R., Whalen, S., & Pier, P. M. (2008). " I am a Candidate for President": A Functional Analysis of Presidential Announcement Speeches, 1960-2004. Speaker & Gavel, 45(1), 3.
    Berelson, B. (1952). Content Analysis in Communication Research. Free Press.
    Bernhard, U., & Scharf, W. (2008). Infotainment in the daily paper. A longitudinal study 1980–2007 of three regional daily papers. Publizistik, 53, 231–250.10.1007/s11616-008-0077-7
    Bimber, B. (2014). Digital media in the Obama campaigns of 2008 and 2012: Adaptation to the personalized political communication environment. Journal of Information Technology & Politics, 11(2), 130-150.
    Borah, P. (2016). Political Facebook use: campaign strategies used in 2008 and 2012 presidential elections. Journal of Information Technology & Politics, 13(4), 326-338.
    Borah, P., Fowler, E., & Ridout, T. N. (2018). Television vs. YouTube: political advertising in the 2012 presidential election. Journal of Information Technology & Politics, 15(3), 230-244.
    Branter, C., Lobinger, K., Wetzstein, I. (2011). Effects of visual framing on emotional responses and evaluations of news stories about the Gaza conflict 2009. Journalism & Mass Communication Quarterly, 88(3), 523-540.
    Briones, R. L., Kuch, B., Liu, B. F., & Jin, Y. (2011). Keeping up with the digital age: How the American Red Cross uses social media to build relationships. Public Relations Review, 37(1), 37-43.
    Bucher, H.-J., & Schumacher, P. (2006). The relevance of attention for selecting news content. An eye-tracking study on attention patterns in the reception of print and online media. Communications: The European Journal of Communication Research, 31, 347–368.
    Burgess, J., & Green, J. (2018). YouTube: Online Video and Participatory Culture. John Wiley & Sons.
    Calenda, D., & Meijer, A. (2009). Young people, the Internet and political participation: findings of a web survey in Italy, Spain and The Netherlands. Information, Communication & Society, 12(6), 879-898.
    Chen, C. Y., & Chang, S. L. (2019). Self-presentation and counterstereotypic gender strategies in social media campaigning: An example from Taiwan`s presidential election. Journal of Information and Telecommunication, 3(1), 95-114.
    Clarke, H.D., Sanders, D., Stewart, M.C. and Whiteley, P. (2004) Political Choice in
    Britain. Oxford: Oxford University Press.
    Cmeciu, C. (2014). Beyond the online Faces of Romanian candidates for the 2014 European Parliament elections: A Visual Framing analysis of FaceBook photographic images. In Horvath, G., Bako, R. K., & Biro-Kaszas, E. (Eds.), Ten years of Facebook: Proceedings from the third international conference on augmentation and rhetoric (pp. 405-34). Nagyvarard, Romania: Partium Press.
    Cocker, H. L., & Cronin, J. (2017). Charismatic authority and the YouTuber: Unpacking the new cults of personality. Marketing Theory, 17(4), 455-472.
    Coleman, S. (2004). Connecting parliament to the public via the Internet: Two case studies of online consultations. Information, Communication & Society, 7(1), 1-22.
    Craig, G. (2016). Performing Politics: Media Interviews, Debates and Press Conferences. John Wiley & Sons.
    Cwalina, W., & Falkowski, A. (2015). Political branding: Political candidates positioning based on inter-object associative affinity index. Journal of Political Marketing, 14(1-2), 152-174.
    Dataportal. (2019). GLOBAL SOCIAL MEDIA OVERVIEW. Retrieved February 20, 2020, from https://datareportal.com/social-media-users.
    De Chernatony, L., & Riley, F.D.O. (1998). Modelling the components of the brand. European Journal of Marketing, 32(11/12), 1074–1090.
    De Vries, L., Gensler, S., & Leeflang, P. S. (2012). Popularity of brand posts on brand fan pages: An investigation of the effects of social media marketing. Journal of Interactive Marketing, 26(2), 83-91.
    Dellarocas, C. (2003). The digitization of word of mouth: Promise and challenges of online feedback mechanisms. Management Science, 49(10), 1407-1424.
    Enli, G. (2017). Twitter as arena for the authentic outsider: exploring the social media campaigns of Trump and Clinton in the 2016 US presidential election. European Journal of Communication, 32(1), 50-61.
    Farhana, M. (2012). Brand Elements Lead to Brand Equity: Differentiate or Die. Information Management and Business Review, 4(4), 223-233.
    Ferchaud, A., Grzeslo, J., Orme, S., & LaGroue, J. (2018). Parasocial attributes and YouTube personalities: Exploring content trends across the most subscribed YouTube channels. Computers in Human Behavior, 80, 88-96.
    Filimonov, K., Russmann, U., & Svensson, J. (2016). Picturing the party: Instagram and party campaigning in the 2014 Swedish elections. Social Media+ Society, 2(3), 2056305116662179.
    Finne, A., & Grönroos, C. (2009). Rethinking marketing communications: From integrated marketing communication to relationship communication. Journal of Marketing Communications, 15, 179–195.
    Foot, K. A., Schneider, S. M., & Cornfield, M. (2006). Web Campaigning. Cambridge, MA: MIT press.
    Gerodimos, R., & Justinussen, J. (2015). Obama’s 2012 Facebook campaign: Political communication in the age of the like button. Journal of Information Technology & Politics, 12(2), 113-132.
    Gibson, R. (2004). Web campaigning from a global perspective. Asia-Pacific Review, 11(1), 95-126.
    Glantz, M., Delbert, J., & Davis, C. (2016). A functional analysis of 2013 mayoral campaign web pages. Speaker & Gavel, 53(1), 6.
    Goffman, E (1959) The Presentation of Self in Everyday Life. New York: Doubleday Anchor.
    Goffman, E. (1974). Frame analysis: An essay on the organization of experience. Harvard University Press.
    Grabe, M. E., & Bucy, E. P. (2009). Image bite politics: News and the visual framing of elections. Oxford University Press.
    Graham, T., Broersma, M., Hazelhoff, K. & van `t Haar, G. (2013). Between broadcasting political messages and interacting with voters: The use of Twitter during the 2010 UK General Election campaign. Information, Communication & Society, 16(5), 692-716.
    Granitz, N., & Forman, H. (2015). Building self-brand connections: Exploring brand stories through a transmedia perspective. Journal of Brand Management, 22(1), 38-59.
    Griffiths, J and Lin, A. (2020). Taiwan`s President Thanks Voters after Winning Reelection, Retrieved January, 11, 2020, from
    https://edition.cnn.com/2020/01/11/asia/taiwan-election-intl/index.html
    Grunig, J. E., & Dozier, D. M. (2003). Excellent Public Relations and Effective Organizations: A Study of Communication Management in Three Countries. Routledge.
    Gueorguieva, V. (2008). Voters, MySpace, and YouTube: The impact of alternative communication channels on the 2006 election cycle and beyond. Social Science Computer Review, 26(3), 288-300.
    Guzmán, F., & Sierra, V. (2009). A political candidate`s brand image scale: are political candidate’s brands? Journal of Brand Management, 17(3), 207-217.
    Halpern, D., Valenzuela, S., & Katz, J. E. (2017). We face, I tweet: How different social media influence political participation through collective and internal efficacy. Journal of Computer-Mediated Communication, 22(6), 320-336.
    Haridakis, P., & Hanson, G. (2009). Social interaction and co-viewing with YouTube: Blending mass communication reception and social connection. Journal of Broadcasting & Electronic Media, 53(2), 317-335.\\
    Harris, P., Lock, A., French, A., & Smith, G. (2010). Measuring political brand equity: a consumer-oriented approach. European Journal of Marketing, 44(3/4), 460-477.
    Heffernan, V. (2008). Clicking and Choosing, Retrieved January, 11, 2020, from
    https://www.nytimes.com/2008/11/16/magazine/16wwln-medium-t.html
    Henneberg, S. C., & O`shaughnessy, N. J. (2007). Theory and concept development in political marketing: Issues and an agenda. Journal of Political Marketing, 6(2-3), 5-31.
    Herskovitz, S., & Crystal, M. (2010). The essential brand persona: storytelling and branding. Journal of Business Strategy, 31(3), 21-28.
    Google. (2019). Taiwanese turn to YouTube for online video content. Retrieved February, 20, 2020, from https://www.thinkwithgoogle.com/intl/en-apac/country/greater-china/taiwanese-turn-youtube-online-video-content/
    Goodnow, T. (2013). Facing off: A comparative analysis of Obama and Romney Facebook timeline photographs. American behavioral scientist, 57(11), 1584-1595.
    Gupta, A. (2013). The Shift from Words to Pictures and Implications for Digital Marketers. Forbes. Retrieved February, 20, 2020, from https://www.forbes.com/sites/onmarketing/2013/07/02/the-shift-from-words-to-pictures-and-implications-for-digital-marketers/#61e61f3f405a
    Ireland, E., & Nash, P. T. (2001). Winning Campaigns Online: Strategies for Candidates and Causes. Science Writers Press.
    Jackson , N. , M. Jacunski , D. Lilleker , K. Koc Michalska , E. Schweitzer , T. Vedel , and M. Vergeer . ( 2010 , March ). Informing, engaging, mobilizing or interacting: Searching for a European model of web campaigning. Proceedings from IPSA conference, Luxembourg.
    Joathan, Í. (2019). Negative campaign in the Brazilian presidential race: an analysis of the attacks posted on Facebook by the main candidates. Contemporary Social Science, 14(1), 71-88.
    Johnson, T. J., & Perlmutter, D. D. (2010). Introduction: the Facebook election. Mass Communication and Society, 13(5), 554-559.
    Johnson-Cartee, K. S., & Copeland, G. (1989). Southern voters` reaction to negative political ads in 1986 election. Journalism Quarterly, 66(4), 888-986.
    Kapferer, J.-N. (2004): The New Strategic Brand Management. Creating Brand Equity Long Term, 3rd ed., London.
    Keller, K. L. (1993). Conceptualizing, measuring, and managing customer-based brand equity. Journal of Marketing, 57(1), 1-22.
    Kent, M. L., & Taylor, M. (1998). Building dialogic relationships through the World Wide Web. Public Relations Review, 24(3), 321-334.
    Khamis, S., Ang, L., & Welling, R. (2017). Self-branding,‘micro-celebrity’and the rise of Social Media Influencers. Celebrity Studies, 8(2), 191-208.
    Khedher, M. (2014). Personal branding phenomenon. International Journal of Information, Business and Management, 6(2), 29.
    Krippendorff, K. (2018). Content Analysis: An Introduction to Its Methodology. Los Angeles, CA: SAGE.
    Kruikemeier, S. (2014). How political candidates use Twitter and the impact on votes. Computers in Human Behavior, 34, 131–139.
    Labrecque, L. I. (2014). Fostering consumer–brand relationships in social media environments: The role of parasocial interaction. Journal of Interactive Marketing, 28(2), 134-148.
    Labrecque, L. I., Markos, E., & Milne, G. R. (2011). Online personal branding: Processes, challenges, and implications. Journal of Interactive Marketing, 25(1), 37-50.
    Lalancette, M., & Raynauld, V. (2019). The power of political image: Justin Trudeau, Instagram, and celebrity politics. American Behavioral Scientist, 63(7), 888-924.
    Lee, J. (2016). Presidents’ visual presentations in their official photos: A cross-cultural analysis of the US and South Korea. Cogent Arts & Humanities, 3(1), 1201967.
    Lilleker, D. G. (2015). Interactivity and branding: Public political communication as a marketing tool. Journal of Political Marketing, 14(1-2), 111-128.
    Lizza, R. (2006). The YouTube Election, Retrieved January, 11, 2020, from
    https://www.nytimes.com/2006/08/20/weekinreview/20lizza.html
    Loader, B. D., Vromen, A., & Xenos, M. A. (2016). Performing for the young networked citizen? Celebrity politics, social networking and the political engagement of young people. Media, Culture & Society, 38(3), 400-419.
    Macafee, T. (2013). Some of these things are not like the others: Examining motivations and political predispositions among political Facebook activity. Computers in Human Behavior, 29(6), 2766-2775.
    Marland, A. (2012). Political photography, journalism, and framing in the digital age: the management of visual media by the prime minister of Canada. The International Journal of Press/Politics, 17(2), 214–233.
    Marland, A. (2016). Brand Command: Canadian Politics and Democracy in the Age of Message Control. UBC Press.
    Marland, A., Lewis, J. P., & Flanagan, T. (2017). Governance in the age of digital media and branding. Governance, 30(1), 125-141.
    Meenaghan, T. (1995). The role of advertising in brand image development. Journal of Product & Brand Management, 4(4), 23-34.
    Metz, M., Kruikemeier, S., & Lecheler, S. (2019). Personalization of politics on Facebook: examining the content and effects of professional, emotional and private self-personalization. Information, Communication & Society, 1-18.
    Muñoz, C. L., & Towner, T. L. (2017). The image is the message: Instagram marketing and the 2016 presidential primary season. Journal of Political Marketing, 16(3-4), 290-318.
    Myers, S. L. & Horton, C. (2020). In Blow to Beijing, Taiwan Re-elects Tsai Ing-wen as President, Retrieved January, 11, 2020, from
    https://www.nytimes.com/2020/01/11/world/asia/taiwan-election-china.html
    Nashmi, E. A., & Painter, D. L. (2018). Oh snap: Chat style in the 2016 US presidential primaries. Journal of Creative Communications, 13(1), 17-33.
    Needham, C., & Smith, G. (2015). Introduction: political branding. Journal of Political Marketing, 14(1-2), 1-6.
    Newman, B. I., & Sheth, J. N. (1985). A model of primary voter behavior. Journal of Consumer Research, 12(2), 178-187.
    Parry, K. (2015). Visibility and Visualities: Ways of Seeing Politics in The Digital Media Environment. Handbook of Digital Politics, 417.
    Perlmutter, D. D. (2008). Political blogging and campaign 2008: A roundtable. The International Journal of Press/Politics, 13(2), 160-170.
    Rahat, G., & Sheafer, T. (2007). The personalization(s) of politics: Israel, 1949–2003. Political Communication, 24(1), 65–80.
    Ridout, T. N., Fowler, E. F., Branstetter, J., & Borah, P. (2015). Politics as usual? When and why traditional actors often dominate YouTube campaigning. Journal of Information Technology & Politics, 12(3), 237-251.
    Rybalko, S., & Seltzer, T. (2010). Dialogic communication in 140 characters or less: How Fortune 500 companies engage stakeholders using Twitter. Public Relations Review, 36(4), 336-341.
    Samuel-Azran, T., Yarchi, M., & Wolfsfeld, G. (2015). Aristotelian rhetoric and Facebook success in Israel’s 2013 election campaign. Online Information Review, 39(2), 149-162.
    Scammell, M., & Langer, A. (2006). Political advertising: Why is it so boring? Media, Culture and Society, 28(5), 763–784.
    Scammell, M. (2015). Politics and image: the conceptual value of branding. Journal of Political Marketing, 14(1-2), 7-18.
    Scheufele, D. A. (1999). Framing as a theory of media effects. Journal of communication, 49(1), 103-122.
    Schill, D. (2012). The visual image and the political image: A review of visual communication research in the field of political communication. Review of Communication, 12(2), 118-142.
    Schneider, H. (2004). Branding in politics—manifestations, relevance and identity-oriented management. Journal of Political Marketing, 3(3), 41-67.
    Simon, R., Gilgoff, D., & Samuel, T. (2004). In the house of the believers. US News and World Report, Retrieved February 20, 2020, from http://www.usnews.com.
    Smith, G., & French, A. (2009). The political brand: A consumer perspective. Marketing Theory, 9(2), 209-226.
    Sohal, S., & Kaur, H. (2018). A content analysis of Youtube Political Advertisements: Evidence from Indian Parliamentary Elections. Journal of Creative Communications, 13(2), 133-156.
    Solo, A. M. (Ed.). (2014). Political Campaigning in the Information Age. IGI Global.
    Sommerfeldt, E. J., & Yang, A. (2018). Notes on a dialogue: Twenty years of digital dialogic communication research in public relations. Journal of Public Relations Research, 30(3), 59-64
    Stier, S., Bleier, A., Lietz, H., & Strohmaier, M. (2018). Election campaigning on social media: politicians, audiences, and the mediation of political communication on Facebook and Twitter. Political communication, 35(1), 50-74.
    Strachan, J. C., & Kendall, K. E. (2004). Political candidates’ convention films: Finding the perfect image—An overview of political image making. Defining Visual Rhetorics, 135.
    Street, J. (2003). The celebrity politician: Political style and popular culture. In J. Corner and D. Pels (Ed.), Media and the Restyling of Politics (pp. 85–98). London: Sage.
    Street, J., Inthorn, S., & Scott, M. (2015). Politics and Popular Culture. Manchester University Press.
    Sundar, S. S., Kalyanaraman, S., & Brown, J. (2003). Explicating web site interactivity: Impression formation effects in political campaign sites. Communication Research, 30(1), 30-59.
    Tarnovskaya, V. (2017). Reinventing personal branding building a personal brand through content on YouTube. Marketing, 3(1).
    Taylor, M., Kent, M. L., & White, W. J. (2001). How activist organizations are using the Internet to build relationships. Public Relations Review, 27(3), 263-284.
    Vesnic-Alujevic, L., & Van Bauwel, S. (2014). YouTube: A political advertising tool? A case study of the use of YouTube in the campaign for the European Parliament elections. Journal of Political Marketing, 13(3), 195-212.
    Vernuccio, M. (2014). Communicating corporate brands through social media: An exploratory study. International Journal of Business Communication, 51(3), 211-233.
    Vitak, J. (2012). The impact of context collapse and privacy on social network site disclosures. Journal of Broadcasting & Electronic Media, 56(4), 451-470.
    Ward, S., & Gibson, R. (2003). On-line and on message? Candidate websites in the 2001 General Election. The British Journal of Politics and International Relations, 5(2), 188-205.
    Watkins, B. A. (2017). Experimenting with dialogue on Twitter: An examination of the influence of the dialogic principles on engagement, interaction, and attitude. Public Relations Review, 43(1), 163-171.
    Wen, W. C. (2014). Facebook political communication in Taiwan: 1.0/2.0 messages and election/post-election messages. Chinese Journal of Communication, 7(1), 19-39.
    Wheeler, A. (2017). Designing Brand Identity: An Essential Guide for The Whole Branding Team. John Wiley & Sons.
    Woods, R. (2004). Creating emotional maps for brands. Annual Conference of the Market Research Society, London.
    Xenos, M. A., Macafee, T., & Pole, A. (2017). Understanding variations in user response to social media campaigns: A study of Facebook posts in the 2010 US elections. New Media & Society, 19(6), 826-842.
    Yang, S. U. (2007). An integrated model for organization—public relational outcomes, organizational reputation, and their antecedents. Journal of Public Relations Research, 19(2), 91-121.
    YouTube (2020). Data, Retrieved February 20, 2020, from https://www.youtube.com/trends/
    Description: 碩士
    國立政治大學
    傳播學院傳播碩士學位學程
    106461006
    Source URI: http://thesis.lib.nccu.edu.tw/record/#G0106461006
    Data Type: thesis
    DOI: 10.6814/NCCU202001020
    Appears in Collections:[傳播學院傳播碩士學位學程] 學位論文

    Files in This Item:

    File Description SizeFormat
    100601.pdf4152KbAdobe PDF2251View/Open


    All items in 政大典藏 are protected by copyright, with all rights reserved.


    社群 sharing

    著作權政策宣告 Copyright Announcement
    1.本網站之數位內容為國立政治大學所收錄之機構典藏,無償提供學術研究與公眾教育等公益性使用,惟仍請適度,合理使用本網站之內容,以尊重著作權人之權益。商業上之利用,則請先取得著作權人之授權。
    The digital content of this website is part of National Chengchi University Institutional Repository. It provides free access to academic research and public education for non-commercial use. Please utilize it in a proper and reasonable manner and respect the rights of copyright owners. For commercial use, please obtain authorization from the copyright owner in advance.

    2.本網站之製作,已盡力防止侵害著作權人之權益,如仍發現本網站之數位內容有侵害著作權人權益情事者,請權利人通知本網站維護人員(nccur@nccu.edu.tw),維護人員將立即採取移除該數位著作等補救措施。
    NCCU Institutional Repository is made to protect the interests of copyright owners. If you believe that any material on the website infringes copyright, please contact our staff(nccur@nccu.edu.tw). We will remove the work from the repository and investigate your claim.
    DSpace Software Copyright © 2002-2004  MIT &  Hewlett-Packard  /   Enhanced by   NTU Library IR team Copyright ©   - Feedback