競選活動之危機處理初探：以2014年台北市長選舉為例

2014年台北市長選舉由無黨籍柯文哲對抗國民黨籍的連勝文，柯提出「白色力量」口號，對抗連的「明日台北」訴求，最後柯贏得選舉，顛覆了以往只要是藍營提名的台北市長候選人都容易勝選的經驗法則。本文採用「危機處理過程理論」，將危機前期、中期與後期的動態過程整合進來，並以此理論視角來檢視這場選舉。在方法論上，本文採取質、量並重的研究法。一方面，本文蒐集四大報的報導並進行統計分析；另一方面，也藉由TEDS民調案來探索選民對於候選人既存之負面議題印象。研究發現柯在危機處理上較連強硬，但選民對於連的負面議題印象則較容易受到報紙立場影響。本文也發現不友善的網際環境與缺乏有效的危機處理方案，讓連陣營處於不利地位，本文根據理論提出若干分析。

關鍵字

競選活動；新聞報導；台北市長選舉；選民印象；危機處理

並列摘要

In the Taipei Mayoral Election in 2014, there were two major candidates, the independent candidate Wen-Je Ko and the KMT nominee Sean Lien. Ko's campaign slogan was ＂white power,＂ and Lien's campaign slogan was ＂tomorrow's Taipei.＂ In the end, Ko won the election and overthrew the norm that anyone from KMT will easily win the Taipei Mayoral election. I rely on the grand theory of the crisis management process to explicate the crisis management in this campaign. We use both the qualitative and the quantitative methods to explore the crisis management in Ko's and Lien's campaigns. On the one hand, our analysis of the crisis is dependent on the content analysis of the four mainstream newspapers. On the other hand, we count on the TEDS data (Taiwan's Election and Democratization Study) for evaluating the performance of the crisis management of the two candidates. The finding is that Ko was tougher than Lien and often refused to give in and offer an apology. In the meantime, bad news about Lien in newspapers affected voters more than the bad news about Ko in newspapers does. Finally, we found that the unfriendly cyber environment and the lack of efficient crisis management made it more difficult for Lien to be widely accepted in the election.