從選舉研究或是形象研究皆顯示，形象的塑造有助於政治人物從政之路的推動與發展，形象對於選民投票行為有決定性的影響力，在在顯示形象對政治人物的重要性不言可喻。
本研究探討連戰從準備參選2000年總統選舉，至2004年二度參加總統大選期間在《中國時報》、《聯合報》及《自由時報》的形象轉變，藉以探索政治人物形象之形塑與呈現、選舉形塑形象與媒體建構形象之差距、政治人物扭轉媒體形象建構之訊息設計與表現、以及探索政治人物形象轉變之效果。
研究發現：政治人物搶佔媒體重要版面，純新聞形式為訊息傳達利基；政治人物選舉失利亦失去政治舞台，媒體曝光率隨之衰退；政治人物媒體形象不等於選票；連戰在政黨形象上失利；政策政見牛肉可為政治人物形象加分。
觀察政治人物形象轉變的歷程是有價值的，將有助於政治人物與民眾瞭解形象轉變在政治傳播活動中產生的影響力。本研究希望透過個案研究方式，瞭解研究對象在媒體上形象塑造與呈現，以及形象轉變相關問題，嘗試解析政治人物運用形象轉變的傳播效果，增進對於形象領域的理解，建立可供參考的方案。 / It shows from both the research of election or image, image creation can help political figures enter politics. Image is indeed an influential factor of voting behavior. The designers and constructors perceive time as equal and important elements. Therefore, the media (newspaper) has such a big influence on political figures in forming the image of public figures.
This study examines the image change of Lien Chan during his campaign for presidency from 2000 to 2004 in China Times, United Daily News and The Liberty Times. In order to understand the construction and the presentation of political figures image, and the gap between construction of election image and media image, the press image change of political figures in message design construct and present changing political figures’ image as well.
This research found that the political figures’ media image is a long-lasting process which will affect greatly how the voters perceive the candidates. During the period of elections, such a portrait no doubt will affect the voter’s final choice.
To investigate the process of political figures’ image change can make figure change more understandable by both politicians and the public. Through this case study, we can understand some issues about image specifically in the field of image change for political figure thus giving some suggestions.
| Identifer | oai:union.ndltd.org:CHENGCHI/G0909410151 |
| Creators | 陳文浩, Chen, Wen Hao |
| Publisher | 國立政治大學 |
| Source Sets | National Chengchi University Libraries |
| Language | 中文 |
| Detected Language | English |
| Type | text |
| Rights | Copyright © nccu library on behalf of the copyright holders |
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