1995年三屆立法委員選舉三黨新聞發布策略分析

Analysis of Political Parties' Publicity Strategies in Legislators Election of Taiwan, 1995

本研究以內容分析法與二手資料分析法，探討1995年臺灣三屆立法委員選舉三黨（國民黨、民進黨與新黨）的新聞發佈策略－包含訊息策略與時間表策略。研究結果發現，國民黨的新聞稿格式一致，內容符合新聞寫作要求，但整體新聞價值偏低，而且以攻擊對手為主要內容，同時發佈則數少，是三黨新聞稿量最低者；民進黨新聞稿格式零亂，但其主題展現以正面居多；新黨新聞量多稿長，也善於掌握新聞價值，但新聞稿格式混亂，內容同樣以攻擊對手為主。此外，三黨均視事件而發佈新聞，因此新聞稿量呈現高高低低的波浪狀，換言之，三黨並沒有時間表策略的考量－越近投票日，越加強新聞發佈。

A study of publicity strategies operated by three main political parties, Komingtang (KMT), Democratic Progressive Party (DPP) and Chinese New Party (CNP), in the period of 1995 election for legislators of Taiwan was conducted, in which message performances including news themes, news value and writing skill as well as media schedule were examined. The study found that, the main content of KMT's publicity was negatives. In other words, KMT tried to attack the other parties by news release, but the writing skill of KMT was professional. The news content of DPP, the main challenger to the ruling party KMT, was positives, in which most of the news themes were issue presentation and opinion discussion. CNP released more news and the news length was longer than others. But the news writing skill was poor. Meanwhile, there was no media scheduling strategy could be found. The parties released news to cope with events instead of preplanning.