Research of Influential Elements on Candidate’s Facebook Pictures Effects

• Main Authors: Yi-Chen Chien, 簡伊晨
• Other Authors: Zi-Long Zheng
• Format: Others
• Language: zh-TW
• Published: 2016
• Online Access: http://ndltd.ncl.edu.tw/handle/71511888159065601711

碩士 === 世新大學 === 公共關係暨廣告學研究所(含碩專班) === 104 === The research is going to discuss the influence resulted from pictures used on Facebook by Wen Je Ko , the candidate of 2014 Taipei Mayor. By combining policy, campaign schedule and relation of FB pictures, the research tries to understand the influence on conscience, attitude and behavior of electors. By using mixed research methods, this research adopts analyzing content and on-line questionnaire. Sample of research includes 103 pictures, then Equally spaced sampling 50 pictures for on-line questionnaire to evaluate the impact of pictures. The research demonstrates that: 1.At the beginning stage of election, main politics are categorized to prospective policy choice appeals. After entering to intensifying stage, the main politics switch into Symbolic appeal, presented by simplified topic of discussion. 2.Candidates mostly elaborate democratic politics topics with politicians’ image , promoting voters recognize the name of candidates and intensifying the image of leadership and theirs distinguishing characteristic. 3.While declaring their statements, to optimize candidates’ image and make caption more noticeable, candidates present by poster and post-produce the place of pictures. 4.To form image of being close to people, candidates usually dressed as common people and interact with them without distance, demonstrating that they are belonging to the same group. 5.Close-up can lead closer relationship between candidates and voters. By using The directivity function of frame areas, illustration of democratic topics is getting more meaningful. 6.At the beginning stage of election, candidates spend rather more time on grass-roots citizens. Besides, candidates popularize themselves and propagate their politics by holding symposium and community session. 7.Candidates should seize the timing to post pictures before participate in election. That span is effective to uplift their image. 8.Due to lower appreciation to normal pictures and posters, “Selfie” is not recommended for candidates to post.