競選廣告中的告急策略類型與其效果：儒家文化與本土心理學取徑之研究

Abstract

「告急」為台灣每逢選舉時常見於競選廣告的策略，卻少有中外文獻探討之。為此，作者試圖探究該策略之內涵並檢證其效果。研究一歸納告急策略類型，分析第五屆台北縣市立委候選人報紙廣告中告急策略之使用情形，並驗證廣告效果。研究二以「內團體權益優先」、「內團體偏私」和「政治道德感」等本土心理特性解釋告急策略成因，並針對2002年高雄市長與市議員選舉，以調查法探討心理特性對告急策略接受度與支持意願的影響，以及檢驗告急策略接受度的中介模式。研究一結果顯示部分告急策略對候選人支持度有顯著影響。研究二則檢證心理特性的影響，其中「政治道德感」透過告急策略接受度產生間接效果，「內團體權益優先」與「內團體偏私」則有直接影響力。

Taiwan`s GOTV (Taiwan`s `get out the vote,` hereafter cited as TGOTV) strategy prevails in Taiwan`s electoral campaign for years. However, only few studies have been done both in domestic and international literature. The aim of this paper is therefore to investigate the contents of TGOTV and examine its effects. The first study of this paper classifies TGOTV into four subgroups, analyses the proportion of these subgroup usages, and clarifies the effects of TGOTV during the 5th legislative election in 2001. The second study illuminates the cause of TGOTV with the indigenous perspective based on three psychological traits: `the sense of in-group interests` priority,` `ingroup favoritism,` and `political morality.` Accordingly, it further examines how these psychological traits influence the acceptance and the willingness to support a candidate concerning TGOTV, and it also examines the mediating role of voter acceptance to TGOTV during Kaohsiung`s mayor and councilor election in 2002. The first study finds that TGOTV has evident effect on candidates` supporting rates. To verify the influence of three psychological traits, the second study reveals that the effect of `political morality` on TGOTV is indirect, whereas the effect of `in-group interests` priority` and `ingroup favouritism` is more direct.