All Issues

3 article(s) found.
Ching Ching Chang, Associate Professor, Dept. of Advertising, National Chengchi University.
The Impacts of Media Use on Voters' Campaign Issue Knowledge and Internal Political Efficacy-An Exploration of the 2000 Election in Taiwan (in Chinese) Download
* Downloads: 29
Show abstract
Full content
This study explores the relationship between media use and voters' campaign issue knowledge and internal political efficacy. A telephone survey of one thousand voters in Taiwan was conducted to explore this research question. Results indicated that exposure to newspapers and attention to TV news led to enhanced campaign issue knowledge. Moreover, attention to polling news and exposure to televised forums were also significant predictors of voters' campaign issue knowledge. Additionally, the more attention voters paid to TV news, the more useful they perceived TV news to be. Contrary to expectations, media use did not contribute significant variance of voters' internal political efficacy.
Ching-Ching Chang
The Advantages and Disadvantages of Being a Female Candidate in Elections-An Exploration of the 1997 Taipei County Magistrate Election (in Chinese) Download
* Downloads: 9
Show abstract
Full content
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.
Analysis of Political Parties' Strategies of Newspaper Advertising in Legislators Election of Taiwan,1995 (in Chinese)
* PDF file is not available right now.
Show abstract
Full content
A study of strategies of newspaper advertising operated by three main political parties, Komingtang(KMT) , Democratic Progressive Party(DPP) and Chinese New Party(CNP), in the 1995 legislators election of Taiwan was conducted, in which message performances including themes, visual factors and copy writing skill as well as media strategies, scheduling and vehicle selecting, were examined. The study found that─
The main content of KMT’s advertisments was the negatives. KMT tried to attack the other parties by advertising, but the visual and copy writing skill were poor. KMT also failed to present selling propositions in advertisements. In vehicle selecting, KMT used many kinds of newspapers to carry advertisements, but the newspapers of United Daily Group were excluded. In scheduling strategy, KMT launched all of the advertisements in the period of eleven days before the day of voting. The focus of DPP’s advertising was the rebuilding of image, from sadness to happiness. With excellent visualization, yet the copy didn’t stress a major idea clearly and didn’t emphasize the voter’s ultimate benefit─ the needs of safety. DPP took a tactics of steady media scheduling and it limited on the vehicle selecting, in which no government-owned and KMT-owned newspapers were used. The tactics of CNP’s advertising are image building and attacking opposers, KMT and DPP. Only the newspapers of United Daily Group and China Times Group were used to put out advertisements. Among these newspapers, CNP prefered the United Daily News and the United Evening News. It testified to the “effect of context”, namely a ideological matching between advertiser and media.