選舉議題操作與危機處理之研究─ 以2014年台北市長選舉為例

A Study on the Issue Operation and the Crisis Management of Election Campaign-The Case of the Taipei Mayoral Election in 2014.

宋喬伊(Chiao-yi Sung)

指導教授 ： 黃振家

淡江大學/文學院/大眾傳播學系碩士班/碩士(2016年)

https://doi.org/10.6846/TKU.2016.00818

摘要

在競選中，候選人議題的操作和面臨危機時的處理方式為很重要的環節之一，其關乎最後的勝利與否，故為了形塑形象、獲取選民的支持以達成最終勝利，候選人無論在議題的操作或危機回應上皆需謹慎處理。在選舉議題上必須運用得宜，而當危機發生時，更需要謹慎看待，並積極的修護受損的形象，方能因應危機所帶來的威脅，降低所產生的衝擊。

有鑑於此，本研究以2014年台北市長選舉為研究對象，針對柯文哲和連勝文兩位候選人競選議題操作和危機處理進行分析比較，並探討聯合報、中國時報、自由時報和蘋果日報對兩位候選人的危機報導是否有偏頗。首先，對柯文哲、連勝文兩人的競選主軸與風格進行比較論述；再來，根據候選人議題與危機事件，分別從台灣新聞智慧網中挑選出798則議題、227則危機，以個案分析、內容分析探究之。並以議題所有權理論、競選功能論述理論為基礎，探討候選人議題的操作與回應危機的方式。

研究發現，兩位候選人各自針對不同類型的議題進行操作，在面對危機時的處理方式也相異，而四大報會因不同的政治立場，對兩人危機事件產生報導上的差異。候選人藉由議題的運作，達到政治理念的傳遞，而在面臨危機事件時，也可看出候選人面對外界攻擊時的態度和採取的措施。

依照候選人議題的運用和危機處理，探究兩人間的差異與相互關係。候選人如何運用議題的釋出來形塑自己的形象、行銷給選民，而在面對外部蓄意的攻擊時，又以何種態度來回應危機，降低危機對自身的威脅，進而贏得選民的支持。根據研究結果，提供未來欲探討候選人議題與危機策略之研究者，另一面向的思考架構。

關鍵字

台北市長選舉 ； 柯文哲 ； 連勝文 ； 議題操作 ； 危機處理

並列摘要

During the campaign, the issue operation and way of handling crisis is one of important link for candidates and may affect the results at last. Therefore, in order to shape their image, win the support from voters to attain the final victory, candidates need to be careful in term of issue operation or response to crisis. The candidates must apply the election issues properly and deal with them very carefully as well as actively remedy the impaired image to response the threat arising from crisis and reduce the impact incurred.

Seeing at this, the study took the election of Taipei City Mayor in 2014 as subject. It analyzed and compared the campaign issues operation and crisis handling methods aiming at Ko, Wei-Je and Lien, Sheng-Wen such two candidates. It also discussed if there was bias over the crisis report aiming at such two candidates made by United Daily, China Times, Liberty Times and Apple Daily. First, it was the comparison and opinions on the campaign orientation and style between Ko, Wen-Je and Lien, Sheng-Wen. Second, 498 issues and 227 crises were picked from Taiwan News Smart Web based on issues and crisis of candidates respectively, which were studied via case study and content study. Meanwhile, the issues operation and ways of crisis response of candidates were studied on the basis of issue ownership theory, campaign function theory.

The study found that two candidates aimed at different type of issues for operation and the ways of handling crisis were different as well. In the mean time, four major newspapers would have different reports generated due to different political positions. The candidate would operate issues to spread their political idea. On the other hand, you could see the attitude and action taken by candidates as facing the external attack.

The study for differentiation and mutual relationship between them were based on the application of issues and crisis handling of candidates. How candidates applied the issues to form their own image, and promote themselves to voters? Meanwhile, what were their attitude as responding crisis to reduce the threat generated wherefrom and further win the support of voters. According to the research results, it provides another aspect of thinking structure for the researchers’ studying issues and crisis strategies of candidates in the future.

並列關鍵字

Taipei Mayor Election ； Ko,Wen-Je ； Lien,Sheng-Wen ； Issue Operation ； Crisis Handling

參考文獻

蕭怡靖（2006）。《台灣閱報民眾的人口結構及政治態度之變遷：1992-2004》。《台灣民主季刊》3，4：38-70。

王若馨、黃郁青、夏婷、李怡芳譯（2009）。《研究方法的基礎》。台北：韋伯。（原著：David M. & Sutton C. D. 2004. Social Research: The Basics.）。

林海嫣（2011）。《2010年新北市長競選傳播策略分析-2010年2月22日-2010年11月27日》。國立台灣師範大學大眾傳播研究所碩士論文。

莊天憐（2000）。《我國獨立選民的發展與變遷：1989-1999》。國立政治大學研究所碩士論文。

黃怡嘉（2009）。《2008年電視總統選舉新聞的政治偏差》。國立政治大學新聞學研究所碩士論文。