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    Title: 選民政黨傾向與候選人危機反應策略之關係
    A Study on the Relationship of Voters` Party Inclinations and Candidates` Crisis Response Strategies
    Authors: 姚惠忠
    汪睿祥
    高浩緯
    Yao, Hui-Chung
    Wang, Rui-Xiang
    Kao, Hao-Wei
    Keywords: 危機傳播;危機反應策略;形象修護效果;政黨傾向
    crisis communication;crisis response strategy;image repairing effect;party inclinations
    Date: 2011-05
    Issue Date: 2017-11-02 15:14:18 (UTC+8)
    Abstract: 迄今,研究者多以「整體選民」的認知與評價,來評估候選人危機反應策略的形象修護效果。本研究進一步分析不同政黨傾向選民對候選人反應策略的評價,探討選民政黨傾向對候選人反應策略效果的影響。本研究以2006年北高市長選舉為材料,以內容分析法分析候選人的危機反應策略,以調查法分析候選人反應策略的形象修護效果。本研究發現:選舉危機反應策略自成一格,以「否認」與「反擊對手」兩項策略為主。候選人任何策略都得不到政黨傾向相反之選民的支持,獨立選民的態度在選戰中具關鍵角色。「反擊對手」策略多能獲得自家支持選民的認同,但不易被對方陣營選民所接受。對獨立選民,只有在厭惡程度低時,「反擊對手」、「提高層次」策略才能獲得認同;只有在證據真實度低時,「否認」、「尋求支撐」、「無力控制」策略才有效。整體而言,危機事件的厭惡程度與證據真實度,是影響候選人對獨立選民形象修護效果的重要變項。
    Most crisis communication literature did not distinguish the communicaion effect between different publics. This article explored the effects of response strategies of voters with different party identifications, using content analysis and survey. Cases were selected from the mayoral elections of Taipei and Kaohsiung, 2006. We found (1)the crisis communication strategies of political campaigns are different from strategies of business corporates, (2)no strategies can earn the agreements of adversary`s supporter, (3)the candidates` communication effects on independent voters determines the margin of the campaigns, (4)independent voters` perceived evidences and disgust to crisis incidents affect the success of candidates` image repair.
    Relation: 選舉研究 , 18(1) , 35-61
    Data Type: article
    DOI 連結: http://dx.doi.org/10.6612%2ftjes.2011.18.01.35-61
    DOI: 10.6612/tjes.2011.18.01.35-61
    Appears in Collections:[選舉研究 TSSCI] 期刊論文

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