候選人電視辯論訊息策略及其效果之研究

Verbal Modality Effects on Impressions of Political Candidates: An Analysis from Taipei City Mayoral Debate

本研究係以內容分析法分析1994年台北市長選舉候選人電視辯論之語文訊息，再以儀器（PACT）收集受測者對三位候選人訊息之動態評價，二者交叉分析以暸解傳播效果。研究發現，此次電視辯論挑戰者採取攻勢，現任者採取守勢；電視辯論對挑戰者有利，對現任者不利；攻擊對手之評價較陳述政見高；攻擊時應採用理性訴求策略；候選人應維持形像的穩定性（stability），不應涉入與形像不符的爭論；而選民對候選人的印象若已定型，則電視辯論並不能產生改變的效果。

This paper focuses on Taipei city mayoral debate of 1994 which was the first candidates debate on television in Taiwan election campaign. Two methods were conducted -- content analysis to describe the verbal messages of every candidates, and the audience impression was collected by a program analyzer called PACT. The impression data and verbal message were crossed to find the effects of candidates' strategies. The findings of this paper are-- 1, the election debate is favorable for challengers. 2. the audience prefer to expose the negative presentation of candidate to attack his opposites than issue discussion, but those attack messages have to be elaborated by rational frames. 3. for imagery stability, the candidate should avoid to involved lssues which was imcomplatible to his image. 4. the .impression fo voter should not be expected to be changed by a debate exposure if the voter's image to the candidate was stereotyped. Generally, one of the main effects of debate is reinforcement of voter's attitude.