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https://ah.lib.nccu.edu.tw/handle/140.119/129322
題名: | The Linkage Between Issue Ownership Perception and Campaign Advertising: A Case Study of the 2012 Taiwan Presidential Election | 作者: | 俞振華 Yu, Eric Chen-hua Hsu, Pei-chen |
貢獻者: | 選研中心 | 關鍵詞: | campaign advertising; issue ownership; issue convergence; issue trespassing; Web experimental survey | 日期: | Feb-2019 | 上傳時間: | 20-Apr-2020 | 摘要: | Assuming that a political party has a strong incentive to gain votes via issue setting as part of its campaign strategy, this study utilized a Web experimental survey to explore the extent to which three issue-related campaign advertising strategies—namely, issue ownership, issue convergence, and issue trespassing—affected voters’ perceptions toward parties’ issue-handling capabilities. Our empirical results show that issue ownership perceptions exist in Taiwan. In the 2012 Taiwan presidential election, as issue ownership advertisements may reinforce voters’ beliefs regarding parties’ issue-handling capabilities, issue trespassing advertising may improve a party’s image on the disadvantageous issue dimension. At least our data shows that the Kuomintang’s (KMT) advertisements have both effects. | 關聯: | Asian Journal for Public Opinion Research, Vol.7, No.1, pp.23-39 | 資料類型: | article | DOI: | https://doi.org/10.15206/ajpor.2019.7.1.23 |
Appears in Collections: | 期刊論文 |
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