本研究以內容分析法分析柯文哲政治宣傳影片,主要探討的議題有三: ( 一 ) 探討柯文哲政治宣傳影片的影像風格; ( 二 ) 探討柯文哲政治宣傳影片 塑造之形象; ( 三 ) 柯文哲的政治宣傳影片如何包裝其形象。本文以柯文哲 官方 YouTube 頻道之《阿北面對面》系列影片為研究對象,研究發現影片 塑造出真實、真性情的候選人形象。然而,本研究也發現柯文哲的真實是透 過影像風格當中的影片製作元素呈現,其真實是透過媒體塑造的真實,是柯 文哲幕僚團隊有意包裝之下所呈現的候選人形象。 

關鍵詞:內容分析法、政治宣傳、柯文哲、影像風格

The study uses content analysis to exam Ko Wen-je’s political campaign videos on his official YouTube channel, and focus on threetopics. The first topic explores the videostyle of Ko Wen-je’s politicalcampaign videos. The second one discusses the image setting up by KoWen-je’s political campaign videos. And the third one describes how KoWen-je’s political campaign videos promoting himself. This study takes video series from Ko Wen-je’s official YouTube channel as researchmaterials. The result shows that Ko Wen-je’s political campaign videos build a authentic and sincere candidate image. However, this study also indicates that Ko Wen-je’s candidate image is built by video production content. The authentic and sincere candidate image is set up by the media, which is actually making up by his staff.

Keywords: Content analysis, Political Campaign, Ko Wen-je, Videostyle.