2006 Anti-President Chen Shui-Bian Movement''s Strategy

• Main Authors: Yu-Jen Chen, 陳郁仁
• Other Authors: Weng-Jeng Peng 彭文正
• Format: Others
• Language: zh-TW
• Published: 2008
• Online Access: http://ndltd.ncl.edu.tw/handle/56792456547331979203

碩士 === 國立臺灣大學 === 新聞研究所 === 96 === This paper talks about the anti-president Chen Shui-Bian protest in 2006. This protest not only gathered more than one million people joining, but also rose more than one billion dollars fund from the society. Both the participants and fundraising broke the record of Taiwan’s social movement history. This paper will try to interview both those people, who were in charge of this protest, and the journalists, who wrote the news stories during that period of time, in order to figure out what kinds of PR strategies this protest used to attract the media and society’s attention. The majored findings included: (1) The social atmosphere at that time benefited the protest’s fundraising and recruitment. (2) This protest used different “topics” and “activities” to keep the issue hot. Also, it kept feeding journalists various news issues in order to attract media’s attention. (3) However, headquarter of this protest was lack of a democratic policy to make decisions. As the protest went by, headquarter of this protest also wrangled over either using the peaceful ways or the hard line demanding to obtain its goal. All this factors weakened the protest and led it to its end. (4) In the media part, journalists all mentioned that the PR strategies that the protest used made this activity’s size become bigger, but also restricted its meaning going deeper. Moreover, based on the interview, the journalists confessed that news media in Taiwan are deeply influenced by the political power. Each newsagent might have its own political points of views and choose to represent the news in different ways and got involved in this protest. This paper found out the 2006 anti-president Chen Shui-Bian protest is a political PR strategies which included the protest itself, media, and also the social atmosphere.