女性候選人在選舉中的優劣勢─以八十六年台北縣縣長候選人周荃為例

Abstract

本研究以八十六年台北縣縣長選舉為例並應用基模理論（Schema Theory）來探討四個主要研究問題：第一、女性候選人在選舉中可能面對的刻板評估；第二、政治知識高的選民是否較不會對女性候選人產生刻板評估；第三、女性候選人如何應用廣告策略來改變此刻板評估；第四、運用負面攻擊廣告可能對女性候選人產生的影響。研究結果顯示，選民對男女候選人既存差異認知可能影響到選民對用基與謝深山之評估。選民認為周荃較有能力處理女性議題，但較無能力處理男性議題。另一方面，選民則認為謝深山一樣有能力處理女性議題與男性議題。選民政治知識的高低並沒有完全產生預期的影響。然而本研究也發現，周荃可以藉由競選廣告來減低選民對她的刻板評估。此外，運用負面廣告攻擊他位候選人對周荃產生顯著的負面影響，但是對謝深山與蘇貞昌則沒有產生任何評估的差異。

This study applies schema theory to examine four research questions: (1) do voters evaluate candidates of different genders in gender schema consistent manner? (2) do voters` political knowledge moderate this process? (3) can female candidates employ political advertising to reduce voters` biased evaluation? and (4) will female candidates` attack on the opponents generate more negative evaluations? Results indicate that voters believe that Ms. Chou is more capable of dealing with female issues than male issues; whereas Mr. Hsieh is as capable of dealing female issues as he is of male issues. In addition, after voters being exposed to ads where Ms. Chou emphasizes her ability in handling male issues, voters` biased evaluations disappear. Finally, attacking ads hurt Ms. Chou more than other male candidates (Mr. Hsieh and Mr. Su). Suggestions for practitioners as well as imp1ications are discussed.