解讀民進黨電視「政黨錄影帶」與文宣策略研究

Abstract

經由內涵意義的分析，發現民進黨政黨廣告所形塑的政治迷思有二：一是企圖樹立一套反對國民黨統治與執政的世界觀，另一是爭取人民的認同與信任。廙告中運用「台灣情結」的符碼最多，均以「台灣」作為「國家主體」或「族群認同」的表徵符號，足見「省籍情結」的對立意識仍相當濃郁。而廣告的表現形式則以說明型為主，其中又多配合問題決型的運用，與一般電視商品的敘事結構：問題→商品→美好。此處商品變成民進黨。藉由民進當的政見，隱含民眾的問題必然獲得解決。The present study tries to use semiology to analyze the underlying meanings of TV poltical advertising of Democratic Progreesive Party during 1992`s Legislator Election. Two dominant political myths are found: anti-KMT and poltical identification. Autobiographic ads were used most often to express `Twiwanese ideology` in opposition to `Chinese ideology.` The study also finds the same narrative structure as the commercials which is problem→product(DPP)→ solution.