2009年縣市長選舉現任者與挑戰者候選人部落格傳播策略比較

Comparing Communication Strategies of Incumbents and Challengers in Blogs: The Case Study of Taiwan's 2009 Municipal Election

本研究以修正的「網路風格分析」為架構，分析2009年縣市長選舉中，現任者與挑戰者其部落格傳播形式的差異。研究結果發現，現任者強調穩固目前地位，對於部落格新傳播科技的採用較為保守。而挑戰者企圖引發選民關注以及提高選民對選舉的涉入程度，故積極使用網路傳播策略。以口語內容的傳播而言，挑戰者傾向採用攻擊對手策略。在人格形象特質上，現任者的形象較為平和且有政治經驗，挑戰者則呈現較親切、合群的特質，但也顯得強勢、成功、有知識，專業以及為人民著想。此結果顯示挑戰者較善於運用部落格傳播策略，經營候選人形象。在非口語內容中，現任者通常著正式服裝，呈現更多的微笑、較自然的臉部表情；挑戰者則以休閒衣著為主、臉部表情較不自然、姿態也較封閉拘謹。此結果顯示，儘管部落格具備新媒體的創新特質，但挑戰者仍有可能受限於其他因素而無法自由展現肢體語言。

This study used a modified Webstyle Analysis method to analyze the differences between incumbents and challengers' communication strategies employed in blogs in the 2009 Municipal Election. Results indicated that, overall speaking, incumbents tried to emphasis on the current status while challengers attempted to arouse voters' interest and got voters more involved in the campaign. Specifically, in the dimension of verbal content, challengers were more likely to attack than incumbents in terms of topics, functions, and the strategies. In terms of personality traits, incumbents appeared to be more peaceful and experienced-in-politics, while challengers tended to be stronger, more successful, and knowledgeable; more honest, cooperating with others, understanding, professional, and considering for the people.