政大機構典藏-National Chengchi University Institutional Repository(NCCUR):Item 140.119/17691
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    Please use this identifier to cite or link to this item: https://nccur.lib.nccu.edu.tw/handle/140.119/17691


    Title: 政治競選廣告對選民議題設定與預示的效果
    Other Titles: The Agenda Setting and Priming Effects of Political Advertising in the 1997 Taipei County Magistrate Election
    Authors: 張卿卿
    Date: 1999-01
    Issue Date: 2008-12-18 17:14:59 (UTC+8)
    Abstract: 選舉期間選民議題訊息的來源不限於新聞媒體，候選人的競選廣告也是選民議題訊息的重要來源，因此本研究以實驗方式於八十六年縣市長選舉期間，招募北縣各地有投票資格選民，來進行政治競選廣告的議題設定與預示效果的測試。初步研究結果顯示：政治競選廣告中所討論的三項議題，在受試者暴露於廣告之後，皆成為選民心中最重要的議題。本研究也發現：選民較容易受到其支持候選人討論的廣告議題影響。其他個人差異可能產生的影響。（如：政治知識、教育程度），也在本研究中探討。此外，本研究並未發現政治廣告的預示效果。
    Relation: 廣告學研究, 12, 39-64
    Data Type: article
    Appears in Collections:[Department of Advertising] Periodical Articles

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