| Summary: | 碩士 === 國立東華大學 === 公共行政研究所 === 97 === Elections represent realization of the democracy. Candidates spread message through various ways such as television, radio and the Internet, so that people can be easy to receive. In order to achieve the purpose of publicity, and get public support to become a Chief Executive. The study Focus on verbatim text of the politics presentations of televised presidential debates on 12th presidential election, candidates are assign No. 1 Mr. Hsieh Chang-ting of the DPP and No.2 Mr. MA Ying-jeou of the KMT. The study use content analysis to explore, not only to confer strategy of candidates on politics presentations of televised presidential debates, but to see the difference between viewpoints.
About application of the theory, first of all, with the politics of candidates apply to William Dunn’s (2004) models of policy argument, to find out the variations. And secondarily, according to the images of candidates, including the tone, wording and clothing color. Generalize the strategies’ model of candidates, and also find out the variations by William Benoit’s (2005) rhetorical strategy. Combining with the analysis results of policy argument and rhetorical strategy; hope to understand the candidates’ viewpoints of politics presentations of televised presidential debates.
In terms of Analysis results of Q1 and Q2, the study knows that candidates’ choices of politics types are what people care about. Even though the warrant is set up completely, rebuttal still has a chance to shake the standpoints. It also means that if candidates can build strong arguments and politics with reliability in their politics, could enhance their positive images of people’s trust. What is more, according to analysis results of rhetorical strategy, candidates’ strategies differentiate between emotional appeals and rational appeals. Concluding analysis results of the study, Mr. Hsieh Chang-ting’s strategies is partial to emotional appeals and Mr. MA Ying-jeou's strategies is partial to both of emotional appeals and rational appeals on politics presentations of televised presidential debates.
Account of politics on politics presentations of televised presidential debates, not only can survey by people, but can be a political blueprint for operation. The Study found both of them are important that more than candidates’ politics, as well as personal character and the performance of deportment.
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