論影像傳播在新媒體選戰中的重要性：以2018年韓國瑜競選高雄市長為例

On the Importance of Image Communication in the New Media Campaign: Taking 2018 Han Kuo-yu’s Campaign for Mayor of Kaohsiung as an Example

新媒體時代的政治傳播具有強調視覺影像、以及透過網路社群進行傳播這兩大趨勢，這也構成網路競選活動的主軸。本論文探討影像傳播在新媒體選戰中的重要性，在理論部分首先說明視覺傳播在新媒體文化中的重要性、視覺影像的技術與意識形態意涵，以及形象與視覺化形象在身份／認同溝通中的核心作用。其次從政治傳播的觀點，說明形象在政治傳播與政治行銷中的地位，以及視覺化形象在選舉傳播特別是網路社群傳播中的重要性。
在實踐的部分，本文以2018年韓國瑜競選高雄市長選舉為個案，探討由影像建構的形象及其傳播在選戰中發揮的作用。筆者選取與韓國瑜的形象建構有關並經網路社群廣傳的幾支影片，探討韓國瑜的人格與政治形象如何在影片中被形塑，以及相關形象如何透過社群網站的傳播而受到網民熱烈迴響。論文最後探討形象如何轉化為被選民追捧的偶像，以說明「韓流」現象產生的原因，以及新媒體環境下政治人物培養忠實支持者的方式，從而對新媒體時代的選舉傳播提供更佳的瞭解與建議。

There are two trends of political communication in the new media era, which includes the emphasis of visual images and its communication through the internet community, these also constitutes the axis of the internet election campaign. This paper discusses the importance of image communication in the new media campaign; and in the theoretical part the author firstly explains the importance of visual communication in the new media culture, the technical and ideological implications of visual images, and the central role of image and visualized image in identity/identification communication. Secondly, from the viewpoint of political communication, the author illustrates the position of image in political communication and political marketing, along with the importance of visualized image in election communication, especially in the communication of network community.
In the part of practice, this paper discusses how the video-constructed image and its spreading in the internet community functioned in the case of 2018Han Kuo-yu’s election for the mayor of Kaohsiung. The author selects several films related to Han’s image construction and widely transmitted by the internet community, and probes into how the personality and political image of Han are shaped in the films, as well as how the related images are cordially echoed by netizens through its dissemination on the websites. Finally, the paper discusses how the image is transformed into an idol sought after by the electorate, in order to explain the causes of the“Han wave phenomenon”, as well as the way of political figures to cultivate loyal supporters in the new media environment, so as to provide a better understanding and suggestions for the election communication in the new media era.