| dc.contributor | 政治系 | |
| dc.creator (作者) | 楊婉瑩 | |
| dc.creator (作者) | Yang, Wan-Ying | |
| dc.date (日期) | 2026-01 | |
| dc.date.accessioned | 1-Oct-2026 15:21:09 (UTC+8) | - |
| dc.date.available | 1-Oct-2026 15:21:09 (UTC+8) | - |
| dc.date.issued (上傳時間) | 1-Oct-2026 15:21:09 (UTC+8) | - |
| dc.identifier.uri (URI) | https://ah.lib.nccu.edu.tw/item?item_id=185556 | - |
| dc.description.abstract (摘要) | Personalization is a growing trend in politics that has been well studied, yet the current literature has no causal explanations for the relationship between personalized media activities and personal votes or an understanding the contextual factors that shape it. This study examines how candidates have used Facebook as means of personalization and its impact on voting during Taiwan’s 2020 legislative campaign. It assumes that personalized campaigns originate from a need among candidates to gain personal votes and that this need is determined by the intensity of a given competition. Intensified competition between parties increases a candidate’s need for personalized activities on social media, which in turn bring in more personal votes. Through a content analysis of 27,977 Facebook posts and the compiling of data on personal votes, the models confirm two hypotheses: those in party strongholds (safe districts) are less likely to make personalized posts, and those who post more personalized messages are more likely to gain personal votes. This paper enhances our understanding of how different facets of personalization within social media are intricately linked and mutually reinforce one another in shaping voter behavior. | |
| dc.format.extent | 109 bytes | - |
| dc.format.mimetype | text/html | - |
| dc.relation (關聯) | Journal of Information Technology & Politics, Vol.23, No.1, pp.1-19 | |
| dc.subject (關鍵詞) | Personalization; personal vote; personalized Facebook; individualization; privatization; party stronghold; political competition | |
| dc.title (題名) | Personalized Facebook campaigning and the quest for personal votes in Taiwan | |
| dc.type (資料類型) | article | |
| dc.identifier.doi (DOI) | 10.1080/19331681.2024.2417831 | |
| dc.doi.uri (DOI) | https://doi.org/10.1080/19331681.2024.2417831 | |
