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    题名: 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
    作者: 許倍甄
    Hsu, Pei Chen
    贡献者: 俞振華
    Yu, Eric Chen Hua
    許倍甄
    Hsu, Pei Chen
    关键词: 議題所有權
    議題聚合
    議題入侵
    政黨認同
    廣告策略
    日期: 2012
    上传时间: 2012-10-30 15:24:35 (UTC+8)
    摘要: 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。
    參考文獻:  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。
    鈕則勳，2003，〈政黨輪替後國民黨之廣告策略：以2001年選舉之攻擊廣告為例〉，《理論與政策》，17(1)：53-86
    鈕則勳，2004，〈2002年選舉馬英九的競選廣告策略：領導品牌之政治行銷〉，《華岡社科學報》，18：61-86
    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。
     英文資料
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    描述: 碩士
    國立政治大學
    政治研究所
    98252015
    101
    資料來源: http://thesis.lib.nccu.edu.tw/record/#G0098252015
    数据类型: thesis
    显示于类别:[政治學系] 學位論文

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