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    Title: 從議題所有權看競選廣告-以2012總統大選為例
    Political advertising in the 2012 presidential campaign:from a view of issue ownership
    Authors: 許倍甄
    Hsu, Pei Chen
    Contributors: 俞振華
    Yu, Eric Chen Hua
    許倍甄
    Hsu, Pei Chen
    Keywords: 議題所有權
    議題聚合
    議題入侵
    政黨認同
    廣告策略
    Date: 2012
    Issue Date: 2012-10-30 15:24:35 (UTC+8)
    Abstract: 本文主旨乃透過議題所有權的角度,探討政黨競選廣告的策略。民眾認知構成議題所有權的形成,而台灣民主化時程尚短,本文觀察台灣民眾是否可以基於過去觀察政黨競爭的經驗,建立議題所有權認知。而如果民眾確實對於政黨具有議題所有權認知,則該認知是長期穩定的,還是短期浮動的?此外,本研究透過議題所有權、議題聚合、及議題入侵等三項概念分析國民兩黨在2012年的總統大選電視競選廣告,並藉以探討政黨是否善用其議題所有權。

    筆者透過t檢定以及相關統計圖表,分析台灣民眾2006-2012年的議題所有權認知,以及透過內容分析法,分析2012年總統大選中,政黨電視廣告議題策略運用。研究結果發現,台灣民眾具有長期而穩定的議題所有權認知,且民眾的政黨支持和議題所有權認知有其關聯性。大部分民眾還會偏向認為他們所支持的政黨,處理各項議題的能力較好,這樣的認知在政黨認同上有明顯的差異性。而在2012年國民兩黨的電視競選廣告策略方面,這次無論是在位者或是挑戰者,所採用的都是議題聚合策略,把主力放在民眾所關心的議題上,不過由於候選人角色不同,廣告的表現形式也有所不同。在位者(馬陣營)的廣告策略為議題聚合形式搭配正面廣告或攻守俱備的廣告,著重在自身政績的傳達;而挑戰者(蔡陣營)的廣告策略為議題聚合形式搭配負面廣告或攻守俱備的手法,著重在傳達馬政府執政不佳以及自身領導形象,台灣此次的競選中強調議題聚合現象的比例十分的高。
    Reference:  中文資料
    張卿卿,2000,〈美國政治競選廣告效果研究的回顧〉,《廣告學研究》,14:1-29。
    張卿卿,2002,〈競選媒體使用對競選議題知識與政治效能感的影響-以兩千年總統大選為例〉,《選舉研究》,9(1):1-39。
    張卿卿,2009,〈競選廣告之效果探討:以議題所有權策略為例〉,《中華傳播學刊》,16:94-128。
    張卿卿,2010,〈競選廣告與議題/特質所有權任知〉,《傳播與社會學刊》,11(1):31-70。
    鈕則勳,2001,〈以語意觀點解析公元2000年總統大選扁陣營之電視競選廣告〉,《人文學報》,5(25):83-104。
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    鈕則勳,2007,〈競選廣告初探:以2004年總統大選陳呂陣營為例〉,《台灣民主季刊》,4(1):141-178
    陳靜芬,1997,〈一九九六年總統大選期間之議題探析-議題設定理論的觀點〉,政治大學碩士論文。
    劉正山,2009,〈2008總統大選競選期間政黨支持者選擇性接觸媒體傾向的分析〉,《選舉研究》,16(2):51-70。
    倪炎元,2009,《公關政治學》,台北,商周出版。
    陳兆熙,1984,《美國民意、大眾傳播與政治》,台北,文中。
    鈕則勳,2002,《競選傳播策略:理論與實務》,台北,韋伯文化。
    鄭自隆,1992,《競選文宣策略廣告、傳播與政治行銷》,台北,遠流。
    鄭自隆,1995,《競選廣告 -- 理論、策略、研究案例》,台北:正中。
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    Description: 碩士
    國立政治大學
    政治研究所
    98252015
    101
    Source URI: http://thesis.lib.nccu.edu.tw/record/#G0098252015
    Data Type: thesis
    Appears in Collections:[政治學系] 學位論文

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