This study explored the political campaign communication strategies and performances adopted by the two major candidate camps in 2010 Taipei Mayor election. The results of a series in-depth interviews demonstrated that both candidate camps employed multiple communication channels, including advertising, press conference, surrogate figures, public speech, interpersonal communication and internet to release their campaign information and earned for voters’ supports. The DPP’s candidate, Mr. Zen-Chung Su tried hard to create a positive and affable image in the beginning of the election campaign by disseminating soft-appealed campaign material through internet and mass media. This strategy did appeal some voters’ interests about Su’s ideas. However, DPP’s fierce attacks on the incumbent mayor candidate might have generated inconsistencies about Su’s positive image, and might also have stimulated pan-blue voters to strengthen their supports on the incumbent mayor to succeed the election.
中文關鍵詞
競選傳播、台北市長選舉、政治傳播
英文關鍵詞
political campaign communication, Taipei Mayor election, political communication