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    Title: 競選策略研究:以2018 年首次參選臺北市議員之候選人為例
    Campaign strategies: an example of the first-time challengers of 2018 Taipei City Councilor election
    Authors: 陳冠均
    Chen, Guan-Jun
    Contributors: 俞振華
    陳冠均
    Chen, Guan-Jun
    Keywords: 個案研究
    深度訪談
    SNTV
    競選策略
    挑戰者
    case study
    in-depth interview
    SNTV
    campaign strategies
    first-time challenger
    Date: 2019
    Issue Date: 2019-09-05 17:01:46 (UTC+8)
    Abstract: 本研究為針對競選策略的質性個案研究,在鑲嵌式多個案的研究架構下,將2018年九合一大選中首次參選之臺北市議員候選人,挑出當選六名與未當選三名個案作深入訪談。市議員之選舉制度為多席次的單記不可轉讓制(SNTV),受制度之影響,候選人的競選策略也隨著制度特點來形塑。
    本研究透過三大視角下的五大策略變項,觀察在SNTV的選戰中,九名受訪個案的競選策略之使用。在候選人視角下,觀察自我形象與媒體兩策略的運用;在組織視角下,觀察組織動員之模式;在政黨視角下,則觀察配票與衣襬效應的策略運用。從九名個案的深入訪談所蒐集而來資料製作成逐字稿,是本研究資料分析的來源。本研究檢視受訪個案對現任者挑戰所使用的策略,發現除了透過媒體運用外,也透過新媒體建立的組織,以傳統陸戰的方式對現任者造成有力的挑戰。另外,受訪個案在當選、未當選之間,本研究也發現了幾項有趣的差異性。
    This thesis adopts qualitative research method to analyze campaign strategies for the first-time challengers of the Taipei City Council elections. Under the research framework of multiple-case embedded designs, this study incorporates nine cases of candidates in the 2018 Taipei City Council elections, in which six cases won the election while the rest three lost. Given the electoral rule of Single Non-Transferable Vote system (abbreviated as SNTV) adopted in the election, this study find that all candidates' campaign strategies are deeply shaped by the electoral system.
    Specifically, this research analyze campaign strategies through three major perspectives that includes five strategic variables. Firstly, the perspective of candidates, under which the quality of candidate and their uses of social media would be examined. Secondly, the perspective of organization, under which this study observes how candidates mobilize their supporters through different kinds of organizations. Thirdly, the perspective of political parties, under which the practice of party vote allocation and coattail effects are the major concerns. The interview transcripts which made from nine in-depth interviews are the main text source of this study. This research found that the use of social media to communicate with voters are particularly important for those challengers. Additionally, voters can be organized and even mobilized by social media. Last, this study concludes some differences between winners and losers from a viewpoint of their campaign strategies and hope to point out some avenues for future research.
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    III.網路資料
    中選會選舉資料庫網站:http://db.cec.gov.tw/histCand.jsp
    中選會網站:http://www.cec.gov.tw/pc/zh_TW/index.html
    Description: 碩士
    國立政治大學
    政治學系
    102252018
    Source URI: http://thesis.lib.nccu.edu.tw/record/#G0102252018
    Data Type: thesis
    DOI: 10.6814/NCCU201901112
    Appears in Collections:[政治學系] 學位論文

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