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    政大機構典藏 > 傳播學院 > 廣告學系 > 期刊論文 >  Item 140.119/17744
    Please use this identifier to cite or link to this item: https://nccur.lib.nccu.edu.tw/handle/140.119/17744


    Title: 候選人電視辯論訊息策略及其效果之研究
    Other Titles: Verbal Modality Effects on Impressions of Political Candidates: An Analysis from Taipei City Mayoral Debate
    Authors: 鄭自隆
    Date: 1995-01
    Issue Date: 2008-12-18 17:26:26 (UTC+8)
    Abstract: 本研究係以內容分析法分析1994年台北市長選舉候選人電視辯論之語文訊息,再以儀器(PACT)收集受測者對三位候選人訊息之動態評價,二者交叉分析以瞭解傳播效果。研究發現,此次電視辯論挑戰者採取攻勢,現任者採取守勢;電視辯論對挑戰者有利,對現任者不利;攻擊對手之評價較陳述政見高;攻擊時應採用理性訴求策略;候選人應維持形象的穩定性(stability),不應涉入與形象不符的爭論;而選民對候選人的印象若已定型,則電視辯論並不能產生改變的效果。
    Relation: 廣告學研究, 5, 43-84
    Data Type: article
    Appears in Collections:[廣告學系] 期刊論文

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