| Summary: | 碩士 === 淡江大學 === 公共行政學系公共政策碩士在職專班 === 104 === The aim of the present study was to investigate, following the rise of emerging media,what kinds of media would be used by the voters to know about an election and the candidates and whether or not emerging media would affect the voters’opinions on the candidates to subsequently influence their voting choice.
In the study, along with literature data, the TEDS2014 questionnaire was used and results from 1,133 interviews were obtained to carry out further analysis. Based on
the study’s findings, limitations and suggestions were proposed for researchers to take as reference in subsequent studies.
Findings of the study were as follows:
1.On the use of television, radio, newspaper and internet-
based media, radio was the least used type of media, and
the internet was the most frequently used media among the
interviewees. However, in terms of the length of
exposure, television was the most highly used media.
2.Looking at personal attributes, only age and ethnicity
demonstrated significant relationships with voting choice.
3.There was a significant relationship between party
identification and voting choice.
4.Regarding candidate images, voting choice was
significantly related to a candidate being more capable
of accomplishing something, being more understanding of
people’s needs,being more clean-handed, being more
trustworthy and being more enthusiastic about serving the
people.
Limitations of the study were as follows:
1.As a result of using secondary data, the issue under
study could not be directly and clearly pointed out in
the title of this paper.
2.Results of the study could not represent all Taipei
residents for the questionnaire data only included 1,133
respondents.
3.The ages of persons interviewed were slightly on the high
side as young people’s opinions accounted for only a
small proportion.
Suggestions of the study were as follows:
1.As emerging media become more and more popular, their
impact on the voting choice of voters may gradually
increase. Therefore, further research on this issue was
suggested.
2.It was suggested that, in the future, more detailed
titles can be set up according to research needs to allow
for clearer, more specific results, and moreover, studies
of other counties/cities and studies comparing special
municipalities and counties/cities can be conducted
to examine whether or not there are any differences in
the use of emerging media.
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