總統參選人夫人媒介形象呈現之初探－以連方瑀，吳淑珍，陳萬水為例

Abstract

本研究主要在探討總統參選人夫人媒介形象，以報紙在2000年總統大選期間對三位主要參選人夫人（連方瑀，吳淑珍，陳萬水）的相關報導爲文本，以量化之内容分析法，分析報紙在報導關於她們新聞時的報導趨勢，以及在報紙上她們所呈現的形象，進而探討不同報業立場之間是否有其差異。\r\n研究結果發現：(1)各報在報導總統參選人夫人的新聞則數上，以「中央日報」的報導量最多，「自由時報」最少；在報導形式上，仍以「純新聞」居多，在報導主題上則以「政治議題」與「活動參與或公關行程」最多。(2)三位夫人在各形象指標上有其差異。(3)各報之間無論在報導的則數或形象塑造均有顯著的差異性，這些差異性和報業本身的守門行爲與政黨偏好有極大的關聯性。

This paper analyzes the image of the presidential candidates` wives, Lian Fang-yu, Wu Shu-zhen, and Chen Wan-shui, on newspapers during Taiwan`s presidential campaign in 2000. This study employs content analysis to probe into the trend of the coverage and the image which was presented by three ladies, and the different coverage among four leading newspapers.\r\nFor the amount of news coverage on them, ”Central Daily” covers most, and ”Liberty Times” covers least. ”straight news” is about 87.1% of the form of coverage, ”editorial” is about 8.6%, and ”interview” is about 4.3% .They appear mostly in the two subject categories: ”the political issues” and ”the activities participating or the schedules of public relations”. Moreover, there are significant differences in number of news article and image among four newspapers.\r\nThe image of Lian: graceful, tender, ungracious, conservative, good at politics, poor at expressing, deep, active and positive, and popular.\r\nThe image of Wu: ungraceful, tender, gracious, innovative, good at politics, good at expressing, deep, active and positive, and popular.\r\nThe image of Chen: graceful, tender, gracious, innovative, good at politics, good at expressing, deep, active and positive, and popular.