| Title: | The Linkage Between Issue Ownership Perception and Campaign Advertising: A Case Study of the 2012 Taiwan Presidential Election |
| Authors: | 俞振華
Yu, Eric Chen-hua
Hsu, Pei-chen |
| Contributors: | 選研中心 |
| Keywords: | campaign advertising;issue ownership;issue convergence;issue trespassing;Web experimental survey |
| Date: | 2019-02 |
| Issue Date: | 2020-04-20 14:47:52 (UTC+8) |
| Abstract: | 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. |
| Relation: | Asian Journal for Public Opinion Research, Vol.7, No.1, pp.23-39 |
| Data Type: | article |
| DOI 連結: | https://doi.org/10.15206/ajpor.2019.7.1.23 |
| Appears in Collections: | [選舉研究中心] 期刊論文
|
