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    Please use this identifier to cite or link to this item: https://nccur.lib.nccu.edu.tw/handle/140.119/56984


    Title: 台灣選舉中的競選廣告與議題/特質所有權認知
    Authors: 張卿卿
    Contributors: 政大廣告系
    Keywords: 總統大選;競選廣告;議題擁有權
    Issue Ownership;Political Advertising;Presidential Election
    Date: 2010
    Issue Date: 2013-02-25 10:08:04 (UTC+8)
    Abstract: 一個民主的社會的正常運作建立在選舉之上，自有選舉以來，學者們深信一個理想的選舉應以議題基礎，選民在充分理解各個候選人的議題主張，據此投票給最符合自己議題看法或需求的候選人（Dewey, 1954）。因此選戰中候選人如何推出自己的議題政策向來為學者所重視，這也將是本計畫探討的重點。儘管選戰中可以傳達議題理念給選民的媒介與管道眾多，過去研究顯示相對於其他媒介，競選廣告是最常被候選人用來溝通議題的媒介（Just, Crigler ＆ Buhr，1999），這也是本計畫主要關切的媒介。
    Relation: 傳播與社會, 11(1), 31-70
    Data Type: article
    Appears in Collections:[Department of Advertising] Periodical Articles

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