| Summary: | 碩士 === 國立臺灣師範大學 === 大眾傳播研究所 === 104 === With technological and social change, cultural campaign, campaign tactics and methods of operation also changed, the phenomenon of laymen participating in election campaigns began to rise, making E- campaigns became a a viable method of election. This study attempts to take big data approach analysis supported by content analysis to observed the 2014 Taipei mayoral election, using Netvizz collected a total of 452 posts, 928,600 user’s data and 6,657,707 times user’s interaction data in Ko Wen-je’s fanpage, 309 posts, 253312 user’s data and 2525869 times user’s interaction data in Lian Sheng-wen’s fanpage. The study found that the more easy to read, the more intuitive understanding of the post, the higher participation it gets. The more specific and with personal characteristic, the more enthusiastic masses react. Soft information get higher interaction. The masses on Ko Wen-je’s fanpage react more relatively to soft information, the masses on Lian Sheng-wen’s fanpage react more relatively to hard information. The masses on both sides of the fan page for topics discussed are weak, most of them just simply express their views, rather than discuss the pros and cons. If take a closer look, we can see people on the fan page of who they like tend not discussed in depth, on the contrary, on the fan page of who they don’t like are more likely to arouse positive and negative discussion. Overall, the negative impact which web campaign brought is slightly greater than positive meaning it brought for the elections because people prefer personal soft information and information candidates released are difficult to arouse people debating on the subject.
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