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| January 2010 |
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11 |
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| 研究論文Research Articles |
| 部落格與競選傳播： 以2008年台灣總統大選候選人為例 |
| Blogs and Campaign Communication in the 2008 Presidential Election in Taiwan |
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(2595)
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| 作者 |
蘇 蘅、張寶芳 |
| Author |
SU Herng, Christine P. CHANG |
| 關鍵詞 |
部落格、網路競選、總統選舉、政治傳播、候選人 |
| Keywords |
election, Taiwan, weblogs, online campaign, campaign web sites, political communication |
| 摘要 |
部落格（blog）成為競選工具之一，近年備受矚目。台灣2008 年總統選舉中，兩位主要候選人競選團隊也使用部落格作為候選人網路日記，時時更新資訊，並把部落格作為另類政治傳播管道，作為動員參與工具。本研究即以2008 年台灣總統大選兩位候選人的部落格為分析對象，並佐以對候選人競選團隊決策者的深度訪談，探討候選人如何利用部落格進行選戰攻防，分析部落格是否成為公民參與的新形式，及在這次總統選舉中發揮哪些功能。
研究發現，兩位候選人競選團隊利用部落格打了一場和過往不一樣的選戰。候選人團隊不但可以主動設定議題，發佈新聞，進行選戰議題攻防；還在選舉期間隨選戰變化，透過部落格主文和部落客的聯結，產生更多元的策略。本研究發現，這次選舉中，部落格確實扮演多重角色，更能彈性運用選戰策略，有別於傳統媒體。部落格在提出議題供網路選民討論和互動參與上，發揮初步功能。但是因為雙方關心的議題不盡相同，並因部落客的主動參與，出現另設議題的現象，形成另類公共議題論壇。本研究認為，部落格這次已發揮互動參與特色，雖然網路選民參與數量不及傳統大眾媒體，但仍然成為網路選民直接接觸候選人並與之展開直接對話，導致積極政治參與的重要管道。
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| Abstract |
In Election 2008 in Taiwan, campaign Weblogs or blogs became a necessary feature of campaign Web sites. Monitoring the adaptation of emergent technological tools into political communication assisted future election experts to understand genesis of blog communication application and explore future uses.
A content analysis of the official blog of Yin-jeou Ma and Frank Hsieh Web sites reveals that baseline information and features have become similar. Their web sites are not sophisticated technologically. The topics are also addressed through in-depth qualitative interviews with senior aids to the e-campaign of Yin-jeou Ma and Frank Hsieh. The results show that in Election 2008, campaign blogs are used as online diaries where information is electronically posted, updated frequently. Blogs are viewed as organizing tools and as a form of civic participatory tool. These online tools are popular with bloggers and web users. The use of blog for future campaign communication was explored and can be used emerged as an important predictor of political engagement in web campaign communication.
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| No.69 2024 July |
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| No.68 2024 April |
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| No.67 2024 January |
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| No.66 2023 October |
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| No.65 2023 July |
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