The Impact of Media Use on the Voting Choice: The Example of the 2014 Taipei Mayoral Election

• Main Authors: Min-Ying Wu, 吳旻穎
• Other Authors: Chung-pin Lee
• Format: Others
• Language: zh-TW
• Published: 2016
• Online Access: http://ndltd.ncl.edu.tw/handle/238282

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.