查詢結果分析
來源資料
頁籤選單縮合
題 名 | 部落格政治行銷之初探=The Blog Political Marketing |
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作 者 | 江震浩; | 書刊名 | 空大行政學報 |
卷 期 | 18 2007.05[民96.05] |
頁 次 | 頁105-125 |
分類號 | 573.35 |
關鍵詞 | 政治行銷; 政治參與; 政治美感; 觀展; 表演典範; 部落格; Political marketing; Political participation; Political esthetic sense; Spectacle; Performance paradigm; Blog; |
語 文 | 中文(Chinese) |
中文摘要 | 政治人物如何透過更具「互動性」的傳播工具,將其政策訴求傳播予選民;民眾在「政治參與」中,如何透過更具「便民性」的管道以瞭解候選人之人格特質與理念,並且能抒發、討論對公共議題之意見,乃民主政治中,能否增加民眾「政治參與」的質與量之重要議題。「部落格政治行銷」,正因為其「即時性」、「回應性」、「互動性」等特質,提供了一增進「政治參與」的管道。因此本文旨在探討部落格作為政治行銷的新興工具,以SWOT分析此傳播方式的優勢、劣勢、威脅與機會,並探討其在臺灣的運用情況,進而提出未來展望。 本研究先援引傳播學門中,關於閱聽人之「觀展/表演」典範,進而結合「政治美感」概念而試圖構建出民眾瀏覽、使用政治性部落格之發展模式。再以2005年底縣市長選舉為研究範圍,並以臺北縣縣長藍綠兩大陣營候選人的部落格為研究對象。研究發現,周錫瑋在部落格中,主要是主打其「政見」,試圖以「政策訴求」、「理性訴求」來吸引瀏覽之民眾,進而引發民眾迴響以及支持。而羅文嘉則採「感性訴求」,期望讓民眾喜歡他這個人,最後因其人格特質而支持他。本研究建議,部落格作為政治行銷工作,在未來可擴充發展之功能如下: 1、以「感性訴求」打造專屬政治社群 2、用「行動部落格」增強支持者認同 3、設立「政策公共論壇」專區 4、開設「選民服務」專區 |
英文摘要 | How do the politicians use more interactive communication tools to communicate their policy demand to their voters? As political participation as concerned, how to find it easier fr citizens to access these candidates' character and standpoint is always an important political issue in democracies, especially in expressing opinions. Political marketing in blog, which follows several characters, "instant", "responsiveness" and 'interaction", provides an reinforcing channel for political participation. Therefore, this article focus on blog as a new political mareting instrument, and SWOT analysis: Strength, Weakness, Opportunity, and Threat, will be used in analyzing Taiwan's status quo and give it a further prospect. This r4esearch cites the model about "Spectacle/Performance Paradingm" in communication studies, and then combine it with a concept of "Political Esthetic Sense" in order to construct political blog for voters. Additionally, taking Taipei county magistrate's election in 2005 as a case study, especially, I analyze two main party's candidate's, KMT and DPP blog. This research finding, Chou His-Wei's blog appeals for "political view" for supporting; however, Luo Cen-Jia's blog focus on sensitive appeal for voting him. This research recommends that blog, a political marketing instrument, would be broaden its application as follows: 1. "sensitive appeal" is always a way to consolidate political community 2. "mobile blog" reinforces the political identity 3. establish a "public policy forum" 4. establish a "service for voter area" |
本系統中英文摘要資訊取自各篇刊載內容。