Incumbents And Challengers Media Image Positioning Strategy -ＡCase Study of Kaohsiung Mayoral Election in 2014

• Main Authors: Chun-Hsien Lin, 林俊賢
• Other Authors: none
• Format: Others
• Language: zh-TW
• Published: 2015
• Online Access: http://ndltd.ncl.edu.tw/handle/3947bh

碩士 === 世新大學 === 新聞學研究所(含碩專班) === 103 === In marketing point of view, a democratic political system, a candidate is seen as a product. Set through a variety of different ways of marketing its media image, using different media tools for political marketing, in order to get votes support. In this study, the 2014 Kaohsiung mayoral election as a case study. Researchers widely collected two main candidates related media information, including personal sites (including Facebook fans-page), newspapers, electronic media, as well as news reports and the like. Attempt to use the incumbent - Challenger analysis model, to understand similarities and differences between the two candidates in personal qualities, political affiliation, electoral politics, and campaign strategy, can get a glimpse of the media image positioning, as understanding the difference factor of between victory and defeat in this election. The research results are as follows: Candidate image positioning of new media and social affairs fixation. Incumbent candidate image orientation to gradually shift the existing achievements. Challenger candidates favor traditional media policy applied to attack the opponent's strategy. Both incumbents and challengers media image and their actual political views vary greatly. Both incumbents and challengers interact with media images from voters. Incumbent media image settings and political affiliations, governance environment. Both incumbents and challengers are involved in their own media image crisis management. Both incumbents and challengers media characterization of reaction in response to the socio-economic and related to events.