Effects of the Split-screen in Televised Presidential Debates: An Exploratory Experiment

本研究以兩千年美國共和黨候選人布希與民主黨候選人高爾之間進行的首場美國總統大選電視辯論為主題，透過實驗方法比較了分割畫面與完整畫面對觀眾反應造成的影像。木發現辯論觀眾在對高爾的經驗、布希的能力、布希的鎮定與高爾的鎮定等四項特質上，畫面處理的不同方式均造成了觀眾顯著的知覺差異。分割畫面的觀眾以高度的一致性給予了這四項特質較高的評分。至於在觀眾的情緒反應與政治惡感（cynicism）方面，畫面並未造成觀眾顯著的差異反應。研究者最後根據研究發現對臺灣電視辯論實務工作者及傳播學者提出了實務與理論上的建議。

This study compares viewer responses to split-screen and full screen television broadcasts of the first 2000 American presidential debate between the Republican candidate, George W. Bush, and the Democratic candidate, Al Gore. There were significant differences in viewers’ perceptions of Gore’s experience, Bush’s competence, Bush’s calmness and Gore’s calmness. In the evaluation of these four candidate qualities, split-screen viewers consistently rated candidates higher than full screen views. There were no significant differences in views’ emotional responses and cynicism levels. Practical and theoretical implications are discussed for students of communication and for practitioners to political debates in Taiwan.