新媒體對台灣選舉結果的影響研究： 以2022年桃園市長選舉為例

本文以台灣選舉政治為主題，旨在研究新媒體政治傳播對台灣選舉政治的影響，並以2022年桃園市長選舉為研究個案，解析新媒體對政治參與和選舉結果的影響力。本文採取文獻分析、個案研究以及比較分析等研究方法，在過去學術研究成果的基礎上，深入探討2022年桃園市長選舉中各陣營候選人運用新媒體競選情形。透過實證研究發現，新媒體政治傳播已成為當前台灣選舉政治的重要工具，政黨與候選人除了傳統組織「陸戰」外，更投入大量經費與資源進行「空戰」，特別是經營社群媒體來增加曝光度、宣傳競選政見、包裝個人形象，希望藉此提高選民的支持度。由此可見，臺灣的新媒體正在加速改變台灣選民政治態度以及對政治參與的模式，新媒體的崛起雖然沒有完全取代傳統選舉方式，但因為具有更快速的擴散效果，反而讓傳統的組織戰得到更全面的發揮。本文用2022 年桃園市長選舉的結果進行分析比對，發現新媒體的傳播效果在選舉後期發揮了關鍵作用，讓市長選情有所翻轉。

關鍵字

新媒體；網路；選舉操作；社群傳播；政治參與

並列摘要

This article takes Taiwan's electoral politics as the theme and aims to study of the impact on political communication through new media on Taiwan's electoral politics. Its analysis on the 2022 Taoyuan mayoral election as a research case to analyze the influence of new media on political participation and election results. This article adopts research methods such as literature analysis、case study and comparative analysis, and based on the results of past academic research, explores the use of new media by candidates from each side in the 2022 Taoyuan mayoral election. Through research, it had found that new media has become an important tool in Taiwan's political communication. In addition, operating in social media had become an important part in every level on political election, it had become the main tool for building up personal image, hoping to increase voter support. New media is accelerating the change of Taiwanese voters' political attitudes and modes of political participation. Although the rise of new media has not completely replaced traditional electoral methods, but it has become a faster diffusion effect and has allowed traditional organizational tactics gain more comprehensive performance. This article uses the results of the 2022 Taoyuan mayoral election to analyze and compare and finds that the communication effect of new media played a key role in the later stages of the election, turning the mayoral election situation around.