2020年立委候選人臉書封面圖像策略

Abstract

摘要\n本文旨在分析立委候選人競選時期的臉書首頁圖像策略，以2020年立委選舉為例，將其臉書首頁的大頭貼(profile photo)和封面照片(cover photo)作為分析資料，交叉比對政黨和總統候選人選前聲勢，觀察候選人的臉書首頁圖像策略與選舉聲勢之間的關係，討論衣尾效應對於候選人臉書圖像策略的影響。\n方法上本文蒐集候選人選前三個月的臉書首頁圖，透過內容分析法，分析大頭貼及封面照片中的政黨與同黨總統候選人連結程度。同時，也透過深入訪談，補充說明候選人的臉書圖像競選策略。\n研究發現，一般情況下，候選人的臉書首頁圖像策略會受到政黨和同黨總統候選人聲勢高低影響，大黨會依據聲勢高低調整與政黨或總統候選人的連結程度，小黨則皆會放入。其中，大黨的區域立委候選人又會因為具有個人選區優勢而有不同策略，不同於有選區優勢的候選人可以依據聲勢高低調整其圖像的連結程度，當候選人在選區不具有個人優勢時，則不論政黨和總統候選人聲勢高低，都會需要借助政黨和總統候選人力量來提升選情。\n此外，區域、不分區及原住民選區三種不同選制的候選人也有不同的競選策略。由於不分區名單全由政黨掌握，制度上以政黨為單位競選，在名單擬定後候選人缺乏競選的誘因，不分區整體的連結程度較區域候選人低；原住民選區的候選人在複數選區制下，同時包含同黨間與跨黨間的競爭，除了需要考慮黨際間聲勢高低的影響外，也要呈現與同黨候選人的差異，同時，原住民選區長期為泛藍鐵票倉，因此即便國民黨聲勢不佳，其後選人的政黨連結程度仍高。

Abstract\nThe aim in this paper is to analyze the candidate`s electoral strategy of cover photo on Facebook, including in profile photo and cover photo, in the 2020 legislative election. Taking candidate`s cover photo on Facebook as analysis data, comparing with the momentum of parties and presidential candidates, it discusses the relationship between the candidates’ electoral strategy of cover photo on Facebook and their election momentum, and the impact on the Coattail effect on the candidate’s strategies.\nThrough analyzing the degree of connection between the party and the same party presidential candidate in the cover photo and in-depth interviews to parts of candidates as supplements, the study found that, in general, a candidate’s electoral strategy of cover photo on Facebook will be affected by the momentum of the party and the presidential candidate from the same party. The major parties would adjust the degree of connection based on the level of momentum, while the smaller parties would put them in.\nAmong them, the SMD candidates from the major party would have different strategies for their personal constituency advantages. Different from those with constituency advantages, candidates without constituency advantages need to rely on the party`s and presidential candidate`s power to improve the election.\nIn addition, the candidate`s electoral strategy may vary from different election systems. Under PR, since the list is all controlled by parties, the candidates lack incentives to the campaign. The overall connection degree in PR is lower than in SMD. Under SNTV, candidates face competition from the inter-party and the intra-party. At the same time, KMT has a better advantage in the aborigine constituency in Taiwan. As a result, even with a lower momentum, the degree of party connection from KMT’s candidate is still high.