| Summary: | 碩士 === 淡江大學 === 大眾傳播研究所 === 86 === The main purpose of this research is to realize how candidates engage in political marketing on WWW in the election and what their election-campaign communication strategies are. In the meanwhile, the research hopes through literature or documents to establish a standard which can measure the candidates how to make use of the political marketing strategies on WWW. Besides, according to this measuring standard to go step further probe into the differences between the candidates from different parties, different, areas, different level of education and different ages on using political marketing as a tool in the Internet.
This research is based on a case study to the county magistrate election in the end of 1997. Research objects are KMT''s and DPP''s candidates. Research method uses content analysis, and according to the measuring standard which has mentioned above comparing the differences with the candidates from different parties, different areas, different level of education and different ages making use of the new media-WWW as a tool to devote themselves to political marketing. The period of the research was Oct, 1 1997 through Nov, 29 1997. This research is mainly focused on web sites of all candidates, not including any other applied services, such as BBS and other''s services.
From the result of the research, we discover that vast majority candidates in the Homepage design form of expression is not conformed to the circumstances within WWW use limits. Most candidates prefer to design style using big pictures, Frame, Java. According to the previous literature, however, these style of the design way will produce the negative effect to users on WWW. Besides, the differences between the candidates from different parties, different areas, different level of education and different ages are not conspicuous.
Although there are about 90% candidates using the "political view" and "candidates" items, yet most of them using the number of pages are within five. This reveals most candidates do not making good use of the new media merits. The expenditure of carrying on the traditional media is more expensive, and it will be restricted on the layout of a printed pages. Therefore, Most candidates in using th3 number of pages are not active. Besides, in the "negative advertisement" and "celebrity endorsement" items, there are only about 20% candidates to exercise them. most candidates are not to take these items into account. As to "entertainment and pragmatism" item very few candidates use them. This shows most candidates still not to face squarely the importance of additional values on WWW. Separately, the divergences between candidates from different parties, different areas, different level of education and different ages are not conspicuous.
The "service" item provides very few on WWW, but the "relationship" item provides a little higher than the former. Its use ration as still low on the ads appeal. Those two items are the key to increase the additional value of political marketing on WWW. Besides, the divergences between candidates from different parties, different areas, different level of education and different ages are not conspicuous.
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