English  |  正體中文  |  简体中文  |  Post-Print筆數 : 11 |  Items with full text/Total items : 88531/118073 (75%)
Visitors : 23457345      Online Users : 226
RC Version 6.0 © Powered By DSPACE, MIT. Enhanced by NTU Library IR team.
Scope Tips:
  • please add "double quotation mark" for query phrases to get precise results
  • please goto advance search for comprehansive author search
  • Adv. Search
    HomeLoginUploadHelpAboutAdminister Goto mobile version
    政大機構典藏 > 傳播學院 > 廣告學系 > 期刊論文 >  Item 140.119/17778
    Please use this identifier to cite or link to this item: http://nccur.lib.nccu.edu.tw/handle/140.119/17778


    Title: 女性候選人在選舉中的優劣勢─以八十六年台北縣縣長候選人周荃為例
    Other Titles: The Advantages and Disadvantages of Being a Female Candidate in Elections-An Exploration of the 1997 Taipei County Magistrate Election
    Authors: 張卿卿
    Keywords: 選舉;政治競選廣告;基模理論;女性候選人;Elections;Political advertising;Schema theory;female candidates
    Date: 1999-05
    Issue Date: 2008-12-18 17:36:10 (UTC+8)
    Abstract: 本研究以八十六年台北縣縣長選舉為例並應用基模理論(Schema Theory)來探討四個主要研究問題:第一、女性候選人在選舉中可能面對的刻板評估;第二、政治知識高的選民是否較不會對女性候選人產生刻板評估;第三、女性候選人如何應用廣告策略來改變此刻板評估;第四、運用負面攻擊廣告可能對女性候選人產生的影響。研究結果顯示,選民對男女候選人既存差異認知可能影響到選民對用基與謝深山之評估。選民認為周荃較有能力處理女性議題,但較無能力處理男性議題。另一方面,選民則認為謝深山一樣有能力處理女性議題與男性議題。選民政治知識的高低並沒有完全產生預期的影響。然而本研究也發現,周荃可以藉由競選廣告來減低選民對她的刻板評估。此外,運用負面廣告攻擊他位候選人對周荃產生顯著的負面影響,但是對謝深山與蘇貞昌則沒有產生任何評估的差異。
    This study applies schema theory to examine four research questions: (1) do voters evaluate candidates of different genders in gender schema consistent manner? (2) do voters' political knowledge moderate this process? (3) can female candidates employ political advertising to reduce voters' biased evaluation? and (4) will female candidates' attack on the opponents generate more negative evaluations? Results indicate that voters believe that Ms. Chou is more capable of dealing with female issues than male issues; whereas Mr. Hsieh is as capable of dealing female issues as he is of male issues. In addition, after voters being exposed to ads where Ms. Chou emphasizes her ability in handling male issues, voters' biased evaluations disappear. Finally, attacking ads hurt Ms. Chou more than other male candidates (Mr. Hsieh and Mr. Su). Suggestions for practitioners as well as imp1ications are discussed.
    Relation: 選舉研究 , 6(1) , 111-141
    Data Type: article
    DOI 連結: http://dx.doi.org/10.6612/tjes.1999.06.01.111-141
    DOI: 10.6612/tjes.1999.06.01.111-141
    Appears in Collections:[廣告學系] 期刊論文
    [選舉研究 TSSCI] 期刊論文

    Files in This Item:

    File Description SizeFormat
    111-141.pdf1538KbAdobe PDF373View/Open


    All items in 政大典藏 are protected by copyright, with all rights reserved.


    社群 sharing

    著作權政策宣告
    1.本網站之數位內容為國立政治大學所收錄之機構典藏,無償提供學術研究與公眾教育等公益性使用,惟仍請適度,合理使用本網站之內容,以尊重著作權人之權益。商業上之利用,則請先取得著作權人之授權。
    2.本網站之製作,已盡力防止侵害著作權人之權益,如仍發現本網站之數位內容有侵害著作權人權益情事者,請權利人通知本網站維護人員(nccur@nccu.edu.tw),維護人員將立即採取移除該數位著作等補救措施。
    DSpace Software Copyright © 2002-2004  MIT &  Hewlett-Packard  /   Enhanced by   NTU Library IR team Copyright ©   - Feedback