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題名 | 國民黨、民進黨、新黨候選人報紙競選廣告內容分析以--八十四年臺北市立委選舉為例=Content Analysis from Newspaper Campaign Advertisement of Candidates of KMT, DPP and NP--Take Legislators Election in 1995 for Example |
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作者 | 周慶祥; Chou, Ching-shiang; |
期刊 | 民意研究季刊 |
出版日期 | 19970700 |
卷期 | 201 1997.07[民86.07] |
頁次 | 頁91-131 |
分類號 | 573.34 |
語文 | chi |
關鍵詞 | 報紙競選廣告; 內容分析; 立委選舉; Newspaper campaign advertisement; Content analysis legislators election; |
中文摘要 | 在政治傳播研究中,選舉研究一直是最熱門,也是最引人注目的一項重要的研究 領域。台市眾多的選舉研究,有的強調選民的研究,有的偏重媒介的研究,其中以對選民的 經驗性研究資料最多。民國七十八年解嚴以後,政府正式開放報紙競選廣告之刊登,才有報 紙競選廣告的出現。候選人和政黨得以利用報紙媒介刊登廣告,宣揚個人政見。由於國內以 報紙競選廣告為研究對象的文獻相當缺乏,有必要再累積一些經驗,藉以了解國內報紙競選 廣告現況、趨勢及其效果,於是興起了本文研究的動機。其次,新黨在民國八十二年成立前 ,國內針對選舉所做的報紙競選廣告內容研究,均只侷限於國民黨與民進黨。本文研究加入 了新黨候選人的競選廣告,是針對三黨候選人報紙競選廣告內容進行分析,藉以了解三黨候 選人在報紙競選廣告的差異。第三,競選廣告的傳播效果和一直是被關心的焦點,因此本文 也將就傳播效果的部分進行檢驗,以了解競選廣告訊息內容與當選、落選是否有關。本文研 究結果獲得如下的結論: l .三黨候選人在報紙競選廣告訊息內容有顯著差異。2 .三黨候 選人在報紙競選廣告訴求策略呈極顯著差異。3 .三黨候選人在報紙競選廣告在漫畫使用呈 顯著差異。4 .三黨候選人在報紙競選廣告策略與當選、落選部分類目呈現顯著關係。 |
英文摘要 | After the martial law was ceased, our government officially opened the release of newspaper campaign advertisement; so that those advertisement might see the day light, candidates and parties could use newspapers as the media to advertise and to announce their personal political views. Because of the loack of the analyses of taking domestic newspaper campaign advertisement as a research object, so it is necessary to increase more experiences to realize the facts, tendency, and effects of domestic newspaper campaign advertisement; therfore the intention of this research rises. Conclusion of this research: 1.Message content of the threee paties* candidates have obvious differences in newspaper campaign advertisement. 2.Persuation strategies of the three parties candidates present extremely differences in newspaper campaign advertisement. 3.Using cartoon as a presentation of the three parties* candidates present obvious differences in newspaper campaign advertisement. 4.Strategies in some categories of the three parties* candidates of newspaper campaign advertisement show obvious relationship with winning or losing the election. |
本系統之摘要資訊系依該期刊論文摘要之資訊為主。