台灣中間選民社會背景、心理特質與傳播行為分析

Abstract

本研究以區別分析之統計方法，探索台灣中間選民與泛藍、泛綠選民在社會背景、心理特質與傳播行為等層面之差異。分析結果顯示，中間選民與泛藍或泛綠選民在性別、年齡及教育程度等社會背景方面並無顯著差異。在心理特質方面，中間選民的政治效能感不如泛藍選民但高於泛綠選民。同時，中間選民的政治興趣與政治知識都不如泛藍或泛綠選民。此外，在傳播行為方面，中間選民對選舉新聞的接觸或注意程度，不如泛藍或泛綠選民。整體而言，本研究發現，台灣的中間選民可能是對政治活動較為冷漠的一群人。

This study aimed at exploring the demographic, psychological and communication behavioral characteristics of Taiwan`s independent voters. The results of a discriminant analysis indicated that there were no significant differences between independent voters and partisans in respects of voters` demographics. The analysis also found that, compared with partisans, independent voters were more likely to be apathetic to political activities. Moreover, independent voters paid less attention and spent less time for attending to the election-related information carried by the media than did partisans