- 學位論文
政治候選人數位形象創造與競選策略之關係-以2022桃園市議員選舉為例
The Relationship between Candidate Digital Image Creation and Campaign Strategy - Taking the 2022 Taoyuan City Council Election as an Example
摘要
數位形象與競選策略是指在網路及社群媒體的普及化的時代，一個政治候選人希望透過網路的傳播，創造民眾對候選人的認知，也是候選人刻意形塑給選民認知的樣貌，意味著政治正在進入一個「全網路」的時代，網路政治生態才是選戰決勝關鍵。 本研究以「社群傳播」、「形象理論」為出發點，主張選民對於候選人數位形象的認知，以質化訪談研究與德爾菲為調查方法，探討不同社群平臺中，候選人宣傳平臺、個人特徵、競選定位、以及數位媒體經營為四大構面，找出選民心中最喜愛的數位形象變項，及其相互影響之關係，以供未來競選團隊在經營社群媒體時，應著重的數位形象指標，實為本研究致力探討之所在。
並列摘要
Digital image and campaign strategy refers to the fact that in the era of popularization of the Internet and social media, a political candidate hopes to create the public's perception of the candidate through Internet communication, and present the appearance that the candidate wants to show to voters . This means that politics is entering an era of "full Internet", and the political ecology of the Internet is the key to winning the election. This study uses "community communication" and "image theory" as the starting point to analyze voters' cognition of candidates' digital images. Qualitative interview research and Delphi method are used as survey methods to analyze the four major aspects of candidate publicity, personal characteristics, campaign positioning, and digital media management in different community platforms. Find out the most favorite digital image variables in the minds of voters and their mutual influence. It is hoped that through this study, future campaign teams can have reference indicators when operating social media. This is what this study is dedicated to exploring. where.