主要政党のネットCM特徴：2012年衆議院選挙の事例研究

主要政黨網路廣告之特徵：2012 年眾議院選舉之個案研究（Characteristics of Internet Commercial Messages by Major Parties: Case Studies of 2012 House of Representatives Election in Japan）

本文旨在理解主要政黨於2012年參議院選舉期間，網站上提供的廣告內容之特徵。檢視後得到如下觀點。民主黨強調政治決定與其在2009年提議之政策。自民黨的「奪回日本」之標語，則是換置自民黨或政權之詞。公明黨強調關注政策問題與該黨在三黨形塑共識過程中的角色；然並未明確地表示應該選擇・推進之政策；對於應該推進何種內容，也因為距離決策時現仍久緣故，而保有修正的空間。共產黨沿襲近年之路線，以詼諧方式表現4個主題，共計8隻廣告。其他黨派也採取容易傳達之語言。然而，從「輿論」動向來看，在政權可能輪替的情況下，就會存在政黨利用資訊通信技術，提出與這個政權具有擔當能力之廣告與政治市場觀點的具體內容、及提高電子治理（e-governance）效能等問題。

The purpose of this paper is to understand the characteristics of internet Commercial Message (CM) content provided by major parties during the 2012 House of Representatives election. The examination's findings are as follows: The Democratic Party of Japan emphasized its political decisions and the results of policies proposed in 2009. The catch phrase of the Liberal Democratic Party 'Recover Japan' can describe the LDP itself or its political power. New Komeito emphasized the focus on policy issues and its role in achieving agreement among political parties. The policies which will be promoted are not indicated, which leaves room for improvement. The Japanese Communist Party had 8 CMs under 4 comical themes based on its recent political path. Other parties also paid attention to the ease with which the language was communicated. Under the circumstances that a change of political power is likely to happen based on the trend of 'public opinion', there are issues of developing specific content from the viewpoint of PR and political marketing. This corresponds with the capability to assume political power as well as improve e-governance when information and communication technologies are utilized by political parties.