Crisis Communication Strategies of Political Candidates-A Case Study of 2005 Magistrate Election in Changhua

• Main Authors: Chu,Pei-chun, 朱沛淳
• Other Authors: Yao,Hui-chung
• Format: Others
• Language: zh-TW
• Published: 2006
• Online Access: http://ndltd.ncl.edu.tw/handle/05975087167270947603

碩士 === 大葉大學 === 人力資源暨公共關係學系 === 94 === Literature of crisis communication strategies mainly were based on the approaches of case studies of content analysis, leading to simplified evaluations of the effects of strategies. This study, with the magistrate election of 2005 as its background, attempts to understand the crisis situation defined by candidates, the responsive strategies used to tackle the crisis, and the effects of the responsive strategies. A consequential mode of CRISIS SITUATION-STRATEGY-EFFECT was structured to examine homogeneous issue conflicts to achieve the purpose. In this study, CRISIS SITUATION was defined by Bradford and Garrett’s typology of crisis situations, STRATEGY by Benoit’s image repair theory, and EFFECT by Wu yi-jen’s definitions of media effect and social efficiency. A comprehensive evaluation of utilization of crisis communication strategies were anticipated through the efforts. Unlikely from the past literature, the study designed multi-ways to collect data, including content analysis, interviews and questionnaires, by which a comprehensive evaluation of crisis communication strategies used as well as the correlations among crisis situation, strategy and effects are anticipated. The results were as followed: 1.Denial and reducing offensiveness are the strategies most frequently used in the campaign. 2.The actual responsive strategy more in accorded with literature leads to more positive effect. 3.The use of crisis communication strategies should depend on other competitors’ follow-up reaction. 4.The electorate’s impression on certain candidate’s performance is correlated to the truth of competing accusations and the effects of strategy. 5.The electorate’s evaluation of the political party to which certain candidate belong is a potential resource of crisis beyond underestimation. 6.Agreement situation that Bradford and Garrett’s presented was seldom witnessed in this campaign.