2006年高雄市長選舉危機反應策略與形象修護效果之研究

A Study of Candidates' Crisis Response Strategies and Image Repairing Effects during the Mayoral Election of Kaohsiung in 2006

姚惠忠(Hui-Chung Yao) ； 蕭伊君(I-Chun Hsiao)

《選舉評論》 3期 (2007/09) Pp. 73-91

摘要

本研究以參與2006年高雄市長選舉的兩位候選人，黃俊英與陳菊為研究對象，以內容分析法進行候選人危機反應策略之分析，並以問卷調查法，採配額抽樣，調查高雄市選民對候選人所採反應策略之評價。本研究發現「反擊對手」是候選人最常使的反應策略；候選人過去表現，對形象修護效果有顯著正向影響；選民對危機之厭惡程度、候選人對危機起因之控制能力，則對形象修護效果有顯著負向影響。

關鍵字

危機反應策略 ； 形象修護 ； 高雄市長選舉

並列摘要

The cases of this study are taken from two major political candidates who ran for the mayor of Kaohsiung city in 2006. Content analysis is used to analyze the crisis response strategies that they respectively employed, and a quota sampled survey of constituents of Kaohsiung city is also carried out for collecting data of their appraisals on those response strategies. It is found that the ”attack accuser” strategy is the one most often used bilaterally. Candidates' performance in their previous career shows positive impacts on the effects of image repairing. Also, two factors shows negative impacts on the effects of image-repairing: Constituents' antipathy against crises as well as candidates' ability to deal with the causations of crises.

並列關鍵字

crisis response strategy ； image repair ； Mayor election of Kaohsiung

參考文獻

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