候選人危機反應策略之探討－以胡志強競選2005年台中市長為例

本研究從語藝觀點出發，以Bradford and Garrett (1995)所提出的「回應溝通模型」與Benoit (1997)的「形象修護策略」為分析架構，探討2005年胡志強競選台中市長期間，危機情境、策略及效果三者之間的關連性。本研究以內容分析法及深入訪談法，探討胡志強在競選連任期間所遭遇之「健康問題」、「致癌自來水」、及「黨職併公職」等三個危機事件的反應策略。本研究的主要發現包括：1.「降低危機衝擊性」與「否認」是選舉危機最主要的反應策略；2.候選人面對競爭對手的攻擊，為了避免拉抬對手氣勢經常採取「不回應」的策略；3.「不回應」的反應策略與候選人的高民調呈現正相關；4.除了既有的策略歸納外，本研究也在胡志強的個案中發現「自清」與「扮演受害者」的新增反應策略類目。本研究也藉著媒體報導評論、讀者投書及採訪記者的訪談資料，對候選人所採取之反應策略所產生的媒體效能加以探討。

關鍵字

危機傳播；危機反應策略；台中市長選舉；候選人危機

並列摘要

Based on the rhetorical perspective, the study adopted Bradford and Garrett's (1995) corporate communication response model, as well as Benoit's image restoration strategies (1997) as the analysis framework to explore the correlation among the crisis context, crisis response strategies and the effects of strategies of Jason Hu, a major player and the incumbent, during the mayor election in 2005. The study chose three crisis events of response strategies that Hu's health, toxicant water main, and seek profit for superannuation scheme during Jason Hu's campaign for Taichung city mayor through content analysis and in-depth interviews. There are some findings in this study: 1. Reducing offensiveness and denial are the body of the response strategies in campaign crisis. 2. When attacked, a candidate usually takes the no-response strategy to avoid boosting competitor's momentum. 3. It reveals the positive correlations between the no-response strategy and the high polling figures of a candidate. 4. Aside from the existing strategies, the study found new crisis response strategies: self-clearing and be a victim. Through the commentaries, advice column, and in-depth interviews of reporter, the study explored the media effectiveness of the candidate's response strategies.