| Summary: | 碩士 === 大葉大學 === 人力資源暨公共關係學系 === 96 === This research is from a rhetorical prospective of crisis communication, inquire into that the voter's different partisanship between crisis situations, strategies and effects. On the other hand, through to Ma-Ying-Chiu's staff's in-depth interview, understanding it cate-gorizes to the crisis situations and actually the strategies use of the image repair, by to contrast the different and similar of votes cognition up of crisis situations and news re-port the strategy usage of content analysis. The crisis situation identifies is adoption Bradford and Garrett’s(1995) four kinds of crisis situations classification; the strategy then uses Huang et al.(2005) of the five greatest images repair strategies are basis; Ana-lyze the effects of the crisis communication of political figures from the society's angle.
The result of study is found, first, the strategies of content analysis can represent the strategies used of M's camp. Second, the voter's different partisanship in the situations and the effect of the image repair strategies, all display difference. Third, in agreement situation the usage concession strategy and really let the effect of the image repair turn into positive perhaps better. Fourth, votes can because the difference of the crisis event, and to the candidate's crisis responsibility having difference. Finally, the key to election victory or defeat lies in acquire in the centrist voters of support, should look for the blame of crisis responsibility is what, and then promote the effect of the image repair.
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