1. NCCU Academic Hub
  2. 學術產出
  3. 社會科學學院
  4. 期刊論文
  5. Item

學術產出-期刊論文

文章檢視/開啟

書目匯出

Google ScholarTM

政大圖書館

引文資訊

TAIR相關學術產出

題名 Uneven Echoes: Gender’s Divergent Influence on Candidate Personalization and Voter Response in Taiwan
作者 楊婉瑩
Yang, Wan-Ying
貢獻者 政治系
關鍵詞 Personalization; gender stereotypes; social media; content analysis; online experiment
日期 2026-02
上傳時間 28-七月-2026 10:59:00 (UTC+8)
摘要 Is personalized social media beneficial for female politicians, and how do voters respond to personalized posts from these candidates? To explore this question, this study employs a unique dual-method approach that integrates content analysis of candidates’ Facebook posts with online experiments evaluating voter responses. Additionally, the study refines the definition of personalization to include both the privatization of candidates’ personal lives and the individualization of their viewpoints. The findings show that although posts about candidates’ private lives are relatively rare, there’s been a notable rise in content reflecting individual viewpoints. Content analysis suggests that female candidates are less likely to use personalized messaging. However, online experiments reveal that voters respond positively to such content, increasing both likability and voting intentions. These results suggest that female candidates, still navigating gendered expectations, may be underestimating the advantages of personalization – possibly because voters’ attitudes have evolved more quickly than the candidates realize. This disparity between their limited use of personalized messaging and the favorable voter response underscores the complex influence of gender stereotypes on women in politics.
關聯 Political Communication, pp.1-21
資料類型 article
DOI https://doi.org/10.1080/10584609.2026.2633335
dc.contributor 政治系
dc.creator (作者) 楊婉瑩
dc.creator (作者) Yang, Wan-Ying
dc.date (日期) 2026-02
dc.date.accessioned 28-七月-2026 10:59:00 (UTC+8)-
dc.date.available 28-七月-2026 10:59:00 (UTC+8)-
dc.date.issued (上傳時間) 28-七月-2026 10:59:00 (UTC+8)-
dc.identifier.uri (URI) https://ah.lib.nccu.edu.tw/item?item_id=183510-
dc.description.abstract (摘要) Is personalized social media beneficial for female politicians, and how do voters respond to personalized posts from these candidates? To explore this question, this study employs a unique dual-method approach that integrates content analysis of candidates’ Facebook posts with online experiments evaluating voter responses. Additionally, the study refines the definition of personalization to include both the privatization of candidates’ personal lives and the individualization of their viewpoints. The findings show that although posts about candidates’ private lives are relatively rare, there’s been a notable rise in content reflecting individual viewpoints. Content analysis suggests that female candidates are less likely to use personalized messaging. However, online experiments reveal that voters respond positively to such content, increasing both likability and voting intentions. These results suggest that female candidates, still navigating gendered expectations, may be underestimating the advantages of personalization – possibly because voters’ attitudes have evolved more quickly than the candidates realize. This disparity between their limited use of personalized messaging and the favorable voter response underscores the complex influence of gender stereotypes on women in politics.
dc.format.extent 109 bytes-
dc.format.mimetype text/html-
dc.relation (關聯) Political Communication, pp.1-21
dc.subject (關鍵詞) Personalization; gender stereotypes; social media; content analysis; online experiment
dc.title (題名) Uneven Echoes: Gender’s Divergent Influence on Candidate Personalization and Voter Response in Taiwan
dc.type (資料類型) article
dc.identifier.doi (DOI) 10.1080/10584609.2026.2633335
dc.doi.uri (DOI) https://doi.org/10.1080/10584609.2026.2633335