Loading...
|
Please use this identifier to cite or link to this item:
https://nccur.lib.nccu.edu.tw/handle/140.119/125786
|
| Title: | 競選策略研究：以2018 年首次參選臺北市議員之候選人為例
Campaign strategies: an example of the first-time challengers of 2018 Taipei City Councilor election |
| Authors: | 陳冠均
Chen, Guan-Jun |
| Contributors: | 俞振華
陳冠均
Chen, Guan-Jun |
| Keywords: | 個案研究
深度訪談
SNTV
競選策略
挑戰者
case study
in-depth interview
SNTV
campaign strategies
first-time challenger |
| Date: | 2019 |
| Issue Date: | 2019-09-05 17:01:46 (UTC+8) |
| Abstract: | 本研究為針對競選策略的質性個案研究，在鑲嵌式多個案的研究架構下，將2018年九合一大選中首次參選之臺北市議員候選人，挑出當選六名與未當選三名個案作深入訪談。市議員之選舉制度為多席次的單記不可轉讓制（SNTV），受制度之影響，候選人的競選策略也隨著制度特點來形塑。
本研究透過三大視角下的五大策略變項，觀察在SNTV的選戰中，九名受訪個案的競選策略之使用。在候選人視角下，觀察自我形象與媒體兩策略的運用；在組織視角下，觀察組織動員之模式；在政黨視角下，則觀察配票與衣襬效應的策略運用。從九名個案的深入訪談所蒐集而來資料製作成逐字稿，是本研究資料分析的來源。本研究檢視受訪個案對現任者挑戰所使用的策略，發現除了透過媒體運用外，也透過新媒體建立的組織，以傳統陸戰的方式對現任者造成有力的挑戰。另外，受訪個案在當選、未當選之間，本研究也發現了幾項有趣的差異性。
This thesis adopts qualitative research method to analyze campaign strategies for the first-time challengers of the Taipei City Council elections. Under the research framework of multiple-case embedded designs, this study incorporates nine cases of candidates in the 2018 Taipei City Council elections, in which six cases won the election while the rest three lost. Given the electoral rule of Single Non-Transferable Vote system (abbreviated as SNTV) adopted in the election, this study find that all candidates` campaign strategies are deeply shaped by the electoral system.
Specifically, this research analyze campaign strategies through three major perspectives that includes five strategic variables. Firstly, the perspective of candidates, under which the quality of candidate and their uses of social media would be examined. Secondly, the perspective of organization, under which this study observes how candidates mobilize their supporters through different kinds of organizations. Thirdly, the perspective of political parties, under which the practice of party vote allocation and coattail effects are the major concerns. The interview transcripts which made from nine in-depth interviews are the main text source of this study. This research found that the use of social media to communicate with voters are particularly important for those challengers. Additionally, voters can be organized and even mobilized by social media. Last, this study concludes some differences between winners and losers from a viewpoint of their campaign strategies and hope to point out some avenues for future research. |
| Reference: | I.外文文獻
Aaker, David A., and Kevin L. Keller. 1990. “Consumer Evaluations of Brand Extensions.” Journal of Marketing 54(1): 27-41.
Bailey, Frederick George. 1969. Stratagems and Spoils: A Social Anthropology of Politics. New York : Schocken Bk.
Barry, Nicholas. 2018. “The Liberal Party of Australi’s Campaign.” In Double Disillusion: The 2016 Australian Federal Election, eds. Anika Gauja, Peter Chen, Jennifer Curtin and Juliet Pietsch. Australia National University Press.
Baumgartner, Jody. 2000. Modern Presidential Electioneering: An Organizational and Comparative Approach. Westport, CT: Praeger.
Bulmer, Martin. 2008. “The Ethics of Social Research.” In Researching Social Life, ed. N. Gilbert. London: Sage.
Cain, Bruce, John A. Ferejohn and Morris P. Fiorina. 1987. The Personal Vote: Constituency Service and Electoral Independence. Cambridge, Mass.: Harvard University
Calvert, Randall L., and John A. Ferejohn. 1983. “Coattail Voting in Recent Presidential
Elections.” The American Political Science Review 77(2): 407-419.
Campbell, Angus, Gerald Gurin, and Warren E. Miller. 1954. The Voter Decides. Evanston, Ill.: Row, Peterson.
Campbell Angus, Philip Converse, Warren Miller, and Donald Stokes. 1960. The American Voter. New York: John Wiley and Sons.
Campbell, James E. 1986. “Presidential Coattails and Midterm Losses in State Legislative Elections.” The American Political Science Review 80(1): 45-63.
Capon, Noel, and Gary Mauser. 1982. “A Review of Nonprofit Marketing Texts.” Journal of Marketing 46(3): 125-129.
Carey, John and Mathew S. Shugart. 1995. “Incentives to Cultivate a Personal Vote: A Rank Ordering of Electoral Formulas.” Electoral Studies 14(4): 419-39.
Cox, Gary W., 1994. “Strategic Voting Equilibria under the Single Nontransferable Vote.” The American Political Science Review 88(3): 608-621.
Cox, Gary W., and Frances Rosenbluth. 1993. “The Electoral Fortunes of Legislative Factions in Japan.” The American Political Science Review 87(3): 577-589.
Cox, Gary W., and Michael F. Thies. 1998. “The Cost of Intraparty Competition: The Single, Nontransferable Vote and Money Politics in Japan.” Comparative Political Study 31(3): 267-291.
Downs, Anthony. 1957. An Economic Theory of Democracy, New York: Harper and Row Publishers.
Endacott, R. 2004. “Clinical Research 2: Legal and Ethical Issues in Research.” Intensive and Critical Care Nursing 20: 313-315.
Ferejohn, Johm A. 1974. Pork Berrel Politics: Rivers and Harbors Legislation, 1947-1968. CA: Stanford University Press.
Fiorina, Morris. 1987. The Personal Vote : Constituency Service and Electoral Independence, Cambridge, Mass. : Harvard University Press.
Giles, Michael W., and Anita Pritchard. 1985. “Campaign Spending and Legislative Elections in Florida.” Legislative Studies Quarterly 10(1): 71-88.
Gorden, Raymond L. 1965. “Dimensions of the Depth Interview.” American Journal of Sociology. 62(2): 158-164.
Henshel, Richard L., and William Johnston. 1987. “The Emergence of Bandwagon Effects: A Theory.” The Sociological Quarterly 28(4): 493-511.
Hirano, Shigeo. 2006. “Electoral Institutions, Hometowns, and Favored Minorities: Evidence from Japanese Electoral Reforms.” World Politics 59(1): 51-82.
Howard, Philip N.. 2015. “Deep Democracy, Thin Citizenship: The Impact of Digital Media in Political Campaign Strategy?” The Annals of the American Academy of Political and Social Science,597(1): 153-170.
Hoyer, Wayne D., and Steven P. Brown. 1990. “Effects of Brand Awareness on Choice for a Common Repeat-Purchase Product.” Journal of Consumer Research 17(2): 141-148.
Jacobs, Lawrence R., and Robert Y Shapiro. 1994. “Issues, Candidate Image, and Priming: The Use of Private Polls in Kennedy`s 1960 Presidential Campaign.” American Political Science Review 88(3): 527-40.
Kotler, Philip. 1972. “A Generic Concept of Marketing.” Journal of Marketing 36(2): 46-54.
Livingstone, S. ,1999, “New Media, New Audiences?” New Media & Society 1(1): 59-66.
Lowi, Theodore J. 1965. “American Business, Public Policy, Case-Studies, and Political Theory.” World Politics 16(4): 677-715.
Ma, Ngok. 2003. “The Impact of Electoral Rule Change on Party Campaign Strategy-Hong Kong as a Case Study” Party Politics 9(3): 347-367.
Maccoby E. & Maccoby N. 1954. “The Interview: A Tool of Social Science.” In Handbook of Social Psychology, ed. Gardner Lindzey. Massachusetts: Addison-Wesley.
Meyer, John W. 1962. “A Reformulation of the ‘Coattails’ Problem.” In Public Opinion and Congressional Elections, eds. William N. McPhee and William A. Glaser. New York: Free Press.
Miles, Matthew B., A. Michael Huberman and Johnny Saldana. 2014. Qualitative Data Analysis : A Methods Sourcebook. Thousand Oaks, California: SAGE Publications.
Milita, Kerri, John Barry Ryan and Elizabeth N. Simas. 2014. “Nothing to Hide, Nowhere to Run, or Nothing to Lose: Candidate Position-Taking in Congressional Elections.” Political Behavior 36(2): 427-449.
Miller, Warren E. 1955. “Presidential Coattails: A Study in Political Myth and Methodology.” The Public Opinion Quarterly 19(4): 353-368.
Minichiello V., Aroni R., Timewell E. and Alexander L. 1995. In-depth Interviewing, Second Edition. South Melbourne: Longman.
Moon, Eric P.. 1997. “Single Non-Transferable Vote Methods in Taiwan in 1996: Effects of an Electoral System.” Asian Survey 37(7): 652-668.
Nicholas, R. W. 1977. “Factions: A Comparative Analysis.” In Friends, Followers, and Factions, ed. Steffen W. Schmidt. Berkeley: University of California Press.
Panagopoulos, Costas. 2006. “Political Consultants, Campaign Professionalization, and Media Attention.” Political Science and Politics 39(4): 867-869.
Peterson, David. 2005. “Heterogeneity and Certainty in Candidate Evaluations.” Political Behavior 27(1): 1-24.
Plott, Charles R. 1968. “Some Organizational Influences on Urban Renewal Decisions.” American Economic Review 58(2): 306-321.
Rahn, W., Aldrich, J., Borgida, E., and Sullivan, J. 1990. “A Social-cognitive Model of Candidate Appraisal.” In Information and Democratic Processes, eds. J. Ferejohn and J. Kuklinski. Chicago: University of Illinois Press.
Ranney, Austin. 2001. Governing: An Introduction to Political Science. Upper Saddle River, N.J.: Prentice Hall.
Ramseyer, J. Mark and Frances McCall Rosenbluth. 1993. Japan’s Political Marketplace. Cambridge, Mass.: Harvard University Press.
Reed, Steve R., 1990. “Structure and Behavior: Extending Duverger’s Law to the Japanese Case.” British Journal of Political Science 20(3): 335-356.
Salmore, Barbara G., and Stephen A. Salmore. 1989. Candidates, Parties, and Campaigns. Wash- ington, DC: Congressional Quarterly Press.
Scheiner, Ethan. 2007. “Clientelism in Japan: The Importance and Limits of Institutional Explanations.” In Patrons, Clients and Policies: Patterns of Democratic Accountability and Political Competition, eds. Herbert Kitschelt Herbert and Steven Wilkinson. Cambridge: Cambridge University Press.
Sellers, Patrick J.. 1998. “Strategy and Background in Congressional Campaigns.” The American Political Science Review 92(1): 159-171.
Shabad, Goldie, and Andersen, Kristi. 1979. “Candidate Evaluations by Men and Women.” Public Opinion Quarterly 43(1): 19-35.
Sheng, Shing-yuan. 2006. “The Personal Vote-Seeking and the Initiation of Particularistic Benefit Bills in the Taiwanese Legislature.” Presented at Legislatures and Parliaments in the 21st Century Conference, Taipei. (Author Chinese name:盛杏湲)
Shyu, Huoyan. 1996. “Reasoning and Choice in Taiwan`s Gubernatorial Election.”, Presented at International Conference on Political Development in Taiwan and Hong Kong. (Author Chinese name:徐火炎.)
Sieber, Joan E. 2008. “Planning Ethically Responsible Research.” In Handbook of Applied Social Research Methods, eds. Leonard Bickman and Debra J. Rog. Thousand Oaks, California: SAGE.
Strom, George J. 1973. “Congressional Policy-Making and the Federal Waste Treatment Construction Grant Program.” Ph.D. diss. University of Illinois.
_____________ 1975. “Congressional Policy Making: A Test of a Theory.” Journal of Politics 37(3): 711-735.
Stokes D. E., 1966. “Some Dynamic Elements of Contests for the Presidency.” American Political Science Review, 60(1): 19-28.
Taagepera, Rein, and Matthew Sobert Shuatr, 1989. Seats and Votes: The Effects and Determinants of Electoral Systems. New Heaven, CT: Yale University Press.
Tayor S.J., and Bogdan R. 1984. Introduction to Qualitative Research Methods. London: Wilsy.
Trent, J. S., and Friedenburg, R. V. 1991. Political Campaign Communication: Principles and Practices”. New York: Praeger.
Weber, Ronald E. 1980. “Gubernatorial Coattails: A Vanishing Phenomenon?” State Government 53: 153-156.
Wang, Austin Horng-En. 2017. “The Emergence of Tsai Ing-Wen and the Presidentialization of DPP, 2008-2016.” Presented at 2016-2017 Annual Conference on Taiwan Democracy at Stanford University. (Author Chinese name:王宏恩)
Wang, Ching-Hsing, Dennis Lu-Chung Weng, and Vincent Wei-Cheng Wang. 2018. “Does Candidate Nomination in Districts Increase Party Votes of Small Parties? Evidence from the 2016 Taiwan Legislative Elections.” Japanese Journal of Political Science 19(3): 461-473. (Authors Chinese name:王靖興、翁屢中 and 王維正)
Taylor, Steven J., and Robert Bogdan. 1984. Introduction to Qualitative Research Methods. London: Wilsy.
II.中文文獻
王淑女譯，Gary A. Mouser原著，1992，《政治行銷》，臺北：桂冠。
王業立，1998，〈選舉、民主化與地方派系〉，《選舉研究》，5(1): 77-94。
______，2016，《比較選舉制度》，第七版，臺北：五南。
王金壽，1997，〈國民黨候選人買票機器的建立與運作：1993年風芒縣長選舉的個案研究〉，《台灣政治學刊》，2: 3-62。
方炳超，2018，〈市黨部要求27位議員為姚文智辦造勢活動，綠助理抱怨：硬性規定小雞扛母雞〉，《風傳媒》，6月16日。
包正豪，1997，〈第三屆立法委員選舉新黨選舉策略之研究：以臺北市、臺北縣、桃園縣為例〉，國立政治大學碩士學位論文。
任育德，2006，〈中國國民黨輔選動員機制之建立及其發展（1950—1960）〉，《國立政治大學歷史學報》，25: 71-116。
李錦河、溫敏杰、陳盈太，2010，〈「品牌知名度」理念應用於選舉預測之探討－以台灣選舉民意調查資料爲例〉，《選舉研究》，17(1): 1-19。
李俊達，2010，〈總統得票率、地方補助款與行程安排之相關性探討〉，《選舉研究》，17(2): 71-102。
朱雲漢，1994，〈成也財團黑道，敗也財團黑道〉，《中國時報》，12月30日，第11版。
吳文星，1992，《日據時期臺灣社會領導階層之研究》，臺北：正中。
法務部，1999，〈如何消弭台灣地區賄選文化研究報告大綱草案〉。
林縉明，2018，〈林佳龍陪綠營議員迪化街拜票，承諾傳承舊城新生經驗〉，《中時電子報》，11月8日。
胡佛、陳德禹、陳明通、林佳龍，1980，〈選民的投票行為〉，臺北，中央選舉委員會。
胡佛，1994，〈選舉與政治轉型〉，「民主化、政黨政治與選舉學術研討會」論文，臺北：臺大政研所政治體系與變遷研究工作室。
洪雅慧，2006，〈網路政治宣傳在臺灣〉，《中華民國廣告年鑑 2005-2006》，18: 83-88。
洪鴻智，2007，〈自然災害後政府重建資源分配之決策因素分析：以 921 地震為例〉，《公共行政學報》，23: 95-124。
施飛燕，1995，〈三黨配票，各有奇招 民進黨：要促銷雙軌制在北市南區推出「四人行，四季紅」方法〉，《中國時報》，11月22日，第6版。
高永光，2004，〈台北縣地方派系與黑道互動模式之研究〉，《選舉研究》，11(1): 33-72。
徐乙喬，2018〈柯文哲挺林亮君「母雞」風範十足 林昶佐：願獲市長參選人支持〉，《上報》，7月28日。
陳世敏，1991，〈候選人形象與選民投票行為〉，載於雷飛龍等，臺灣地區的選民投票行為－一個理論模式的探索，國科會研究結果報告，未出版。
陳義彥，1995，〈我國選民投票抉擇之影響因素：從民國82年縣市長選舉檢討〉，國科會政治學門研究成果學術研討會，政大政治系、國科會主辦。
陳文俊、黃志呈，2004，〈配票選舉策略之成效〉，《選舉研究》，11(2): 43-79。
陳夢琨，2017，〈2014年臺北市市長候選人柯文哲競選策略之研究〉，《中國行政評論》，23(3): 1-36。
陳明通，1995，《派系政治與臺灣政治變遷》，臺北：月旦。
陳明通、朱雲漢，1992，〈區域性聯合獨佔經濟、地方派系與省議員選舉：一項省議員候選人背景資料的分析〉，《國家科學委員會研究彙刊：人文及社會科學》，2(1): 77-97。
陳明通、楊喜惠，2016，〈2014臺灣地方選舉「柯文哲現象」的外溢效果：民進
黨新竹市長候選人林智堅的個案分析〉，《選舉研究》，33(1): 107-151。
陳陸輝，2018，〈情緒政治與2016年總統選舉〉，《選舉研究》，25(2): 31-53。
陳鴻基，1995，《選舉行銷戰：知已知彼，百戰百勝》，臺北：正中。
盛杏湲，1998，〈政黨配票與候選人票源的集散度：1983年至1995年臺灣地區立法委員選舉之分析〉，《選舉研究》，5(2): 73-102。
________，2014，〈再探選區服務與立法問政：選制改革前後的比較〉，《東吳政治學報》， 32( 2): 65-116。
梁世武，1994，〈1994年臺北市長選舉之預測：「候選人形象指標」預測之模式〉，《選舉研究》，3(1): 97-130。
張世熒，2008，〈台灣公職人員選舉賄選現象之研究〉，《中國行政評論》，16(2): 49-74。
曾桂莊，2016，〈買票兼作票：由俗諺考察台灣選舉現象〉，《文史台灣學報》，10: 85-123。
游清鑫，1996，〈選舉制度、選舉競爭與選舉策略：八十四年北市南區立委選舉策略之個案研究〉，《選舉研究》，3(1): 137-177。
傅明穎，1996，《北市選民的候選人評價及投票決定－以民國八十三年台北市長選舉為例》，臺北：臺大三民主義研究所碩士論文。
______，1998，〈北市選民的候選人評價與投票決定〉，《臺灣政治學刊》， 3: 195-243。
黃秀端，1996，〈決定勝負的關鍵：候選人特質與能力在總統選舉中的重要性〉，《選舉研究》，3(1): 47-85。
黃德福，1990，〈選舉、地方派系與政治轉型：七十八年底三項公職人員選舉之省思〉，《中山社會科學季刊》，5(1): 84-96。
詹三源，2001，〈配票北市頻進黨漂亮出擊〉，《聯合報》，12月2日，第2版。
趙永茂，1997，《臺灣地方政治的變遷與特質》，臺北：翰蘆。
鄭夙芬，1993，〈候選人形象與選民投票行為的關聯性分析〉，「選舉行為與臺灣地區的政治民主化－從第二屆立法委員選舉探討」，國科會結案報告，政大選舉研究中心。
劉添財，1995，〈新黨籲選民響應自動配票以出身月份及身分證字號為依據，平均分配選票〉，《中國時報》，11月25日，第4版。
劉念夏，1996，〈一九九六年總統大選選舉預測：民意調查中未表態選民投票行為規則假設的提出與驗證〉，《選舉研究》，3(2): 131-156。
劉義周，1986，〈國民黨責任區輔選制的效果：七十四年臺北市議員選舉候選人得票率之分析〉，《投票行為與選舉文化論集》，417-484。
蕭怡靖、黃紀，2011，〈施政表現在不同層級地方選舉中的影響：2009年雲林縣縣長及鄉鎮市長選舉之分析〉，《選舉研究》，18(2): 59-86。
謝復生，1989，〈從選舉制度與選民結構看我國今後政黨政治走向〉，《中山社會科學季刊》，4(3): 30-39。
_______，1995，〈制度不改，黨紀無存〉，《中國時報》，11月4日，第9版。
羅清俊，2001，《臺灣分配政治》，臺北：前衛。
III.網路資料
中選會選舉資料庫網站：http://db.cec.gov.tw/histCand.jsp
中選會網站：http://www.cec.gov.tw/pc/zh_TW/index.html |
| Description: | 碩士
國立政治大學
政治學系
102252018 |
| Source URI: | http://thesis.lib.nccu.edu.tw/record/#G0102252018 |
| Data Type: | thesis |
| DOI: | 10.6814/NCCU201901112 |
| Appears in Collections: | [政治學系] 學位論文
|
Files in This Item:
| File |
Size | Format | |
|---|
| 201801.pdf | 12359Kb | Adobe PDF2 | 0 | View/Open |
|
All items in 政大典藏 are protected by copyright, with all rights reserved.
|
