Using OpView as a Research Tool to Analyse Public Opinion Trends on 2016 Presidential Candidate Chu Li-Luan

• Main Authors: CHANG,KUEI-LING, 張桂玲
• Other Authors: YAN, YING-LU
• Format: Others
• Language: zh-TW
• Published: 2016
• Online Access: http://ndltd.ncl.edu.tw/handle/p725d8

碩士 === 玄奘大學 === 大眾傳播研究所 === 104 === As public movements spread out across the Internet, political word-of-mouth becomes penetrating into a variety of old and new media platforms. Since the Election of Taipei Mayor in 2014 which was won by the political amateur Ko, Wen-Je, political figures at Taiwan began to notice online political word-of-mouth for some unclear or even unknown reasons. Among those major events, the operations of social media by three candidates of the Election of President in 2016 were worthiest of exploration and discussion. Therefore, this thesis aimed to study the correspondence between the amount of public opinion and the occurrence of public issue for Chu Li-Luan, the KMT’s candidate who had received the most dramatically up-and-down reputation. By applying a big-data tool named OpView to collect and analyze relevant information, several findings had been revealed. After the event of substitution of the KMT candidate, Chu’s reputation had increased actually but was not competitive to his major opponent, Tsai, Ing-Wen and he was not personally involved in these contents of public opinions which had led to the fast decay of popularity. On the other hand, Chu’s camp was more skilled at operating traditional media and the extensions but not good at dealing with forums, blogs and other new media platforms which caused the camp more disadvantageous with less chance to launch issues. It was also considered that the media were more friendly to the green camp than the blue one. However, it was found that there were more negative public opinions than positive ones for both parties without any significant difference. The only visible difference was the level of online discussion which had led to different driving forces to call for voting. For Chu, the genuine threat was the political burden of the KMT. Under the atmosphere of "Better Taiwan never comes, unless KMT gets down!”, there was no position for the 27 online armies of the blue camp to create pertinent issues or defend opponent’s attacks which was concluded as the major reasons for Chu’s defeat.