 |
English
|
正體中文
|
简体中文
|
Post-Print筆數 : 27 |
Items with full text/Total items : 113648/144635 (79%)
Visitors : 51573728
Online Users : 916
|
|
|
Loading...
|
Please use this identifier to cite or link to this item:
https://nccur.lib.nccu.edu.tw/handle/140.119/154761
|
| Title: | 小黨競選廣告中離散情緒訴求之效果：以時代力量為例
Effects of Discrete Emotional Appeals in Minor Party Political Advertisements: A case study of New Power Party |
| Authors: | 周軒逸;蘇柏銓;林駿棋
Chou, Hsuan-yi;Su, Bo-quan;Lin, Jiun-chi |
| Contributors: | 選舉研究 |
| Keywords: | 小黨;競選廣告;情緒訴求;情緒智能理論;政黨偏好一致性
minor parties;political advertising;emotional appeal;affective intelligence theory;party consistency |
| Date: | 2024-11 |
| Issue Date: | 2024-12-17 09:55:26 (UTC+8) |
| Abstract: | 近年政治學者嘗試從競選策略解釋小黨的崛起，然而既有研究卻鮮少從競選廣告的角度解釋小黨如何爭取選民支持，且忽略以相同政治光譜的大小黨來檢視政黨偏好有別的選民，看待小黨廣告的差異反應。本研究以小黨競選廣告為主題，藉由情緒智能理論並輔以情緒維度論中的情緒效價（正面 vs. 負面），測試競選廣告中常見的情緒訴求（熱情 vs. 自豪 vs. 憤怒 vs. 希望 vs. 焦慮 vs. 恐懼）面對政黨偏好不同的選民時，對其政黨態度以及投票意願的影響。本文採用一因子組間實驗設計，透過操弄時代力量競選廣告，檢驗小黨情緒訴求之效果。實驗結果發現，當選民政黨偏好與廣告政黨一致時（即時代力量支持者看到時代力量廣告），性格系統下的熱情與自豪訴求使選民產生較佳的政黨態度與投票意願。當選民政黨偏好與廣告政黨不一致時（即民進黨支持者看到時代力量廣告），監控系統下的情緒希望與焦慮訴求會產生較佳效果。當選民無特定政黨偏好時，監控系統下的希望與恐懼訴求能產生較佳效果。本文除了補足情緒智能理論的研究缺口、拓展小黨政治行銷和情緒訴求研究，也提供競選實務上小黨如何設計競選廣告的相關建議。
Recently, political scholars have examined the rise of minor parties through the lens of campaign strategies. However, researchers have yet to explore how minor parties garner voter support through political advertisements. Furthermore, scholars know less about how voters with different party preferences within similar political ideologies respond to minor party advertisements. Focusing on political advertisements of minor parties, this study examines the impact of prevalent emotional appeals (enthusiasm, pride, anger, hope, anxiety, and fear) in political ads on the party attitudes and voting intentions of voters with different party preferences. It integrates the affective intelligence theory and the emotional valence dimension (positive vs. negative) from the emotional dimension theory. With a one-factor-between-subjects experimental design, it manipulated the New Power Party’s (NPP) political ads to test the effectiveness of emotional appeals. The experimental results reveal that when voters’ party preferences are consistent with the advertised party (i.e., NPP supporters viewing NPP advertisements), the emotional appeals of enthusiasm and pride under the disposition system lead to more favorable party attitudes and voting intentions. Conversely, when voters’ party preferences are inconsistent with the advertised party (i.e., Democratic Progressive Party supporters viewing NPP advertisements), the emotional appeals of hope and anxiety under the surveillance system yield better effects. In contrast, the emotional appeals of hope and fear under the surveillance system are more effective for voters with no specific party preference. It fulfills the research gap in affective intelligence theory and broadens relevant theories of minor parties’ political marketing and emotional appeals. It also provides practical recommendations on how minor parties can design political advertisements. |
| Relation: | 選舉研究, 31(2), 43-90 |
| Data Type: | article |
| DOI 連結: | https://doi.org/10.6612/tjes.202411_31(2).0002 |
| DOI: | 10.6612/tjes.202411_31(2).0002 |
| Appears in Collections: | [選舉研究 TSSCI] 期刊論文
|
Files in This Item:
| File |
Description |
Size | Format | |
|---|
| 31-2-2.pdf | | 2288Kb | Adobe PDF | 5 | View/Open |
|
All items in 政大典藏 are protected by copyright, with all rights reserved.
|
著作權政策宣告 Copyright Announcement1.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.
