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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:
Appears in Collections:[選舉研究中心] 期刊論文

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