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E96035
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候選人競選危機情境、形象修復策略與效果之研究
A Study of Electoral Candidates\' Crisis Situations, Image Repair Strategies and Effects
1.姚惠忠
1.Hui-chung Yao
1.大葉大學人力資源暨公共關係學系
1.Department of Human Resource and Public Relation, Da -Yeh University
001,002,003,004
1.大葉大學人力資源暨公共關係學系
1.Department of Human Resource and Public Relation, Da -Yeh University
002
1.行政院國家科學委員會
1.National Science Council
A.14 計畫執行期間(起):2007-08-01
A.14 計畫執行期間(訖):2008-07-31
2008-03-012008-05-31
A.16 收到日期:2009-01-07
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北高兩市年滿20歲具有選舉權的民眾

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C.2 聯絡日期:2009-01-07
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1.大葉大學人力資源暨公共關係學系
1.Department of Human Resource and Public Relation, Da -Yeh University
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C.7 資料公開日期:2009-08-01
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1.危機反應策略
2.危機傳播
3.形象修護
4.選舉危機情境
1.Crisis Communication
2.Image Repairing
3.Political Crisis Situations in Campaigns
4.Response Strategies to Crisis
本研究以2005年至2006年間,台灣地區地方首長選舉九位候選人,24個遭指控或質疑的危機案例為研究對象,以因素分析、內容分析與問卷調查法,建構候選人競選危機之情境類型、歸納不同危機情境下,候選人傾向使用的反應策略,並探討候選人之形象修護效果。

本研究發現,在「厭惡程度高、證據揭露程度高」情境,候選人傾向使用「反擊對手」策略;在「厭惡程度高、證據揭露程度低」情境,候選人傾向使用「否 認」策略;在「厭惡程度中、證據揭露程度高」情境,候選人傾向使用「降低危機衝擊性」策略。透過修護效果之評估,本研究也發現,候選人的危機反應,若能得 到中間選民的認同與支持,候選人多能獲得勝選之結果。

This study, based on 24 crisis cases across Taiwan’s nine local candidates under accusations and public suspicions during 2005-2006, aims to construct a classification of political crisis situations and to induce candidates’ probable response strategies in different types of situations. The effects of image repairing are also discussed.

It is found that in the situation of high antipathy/high disclosure of evidence, the candidates are more intended to use attack accuser strategy. In high antipathy/low disclosure of evidence, they are more likely to use denial strategy. In middle antipathy /high disclosure of evidence, they tend to use reducing offensiveness strategy. The research also evaluates the effects of image-repairing to find that candidates are more likely to win if their responses to crises are recognized and supported by median voters.

D.16 完成檢誤日期:2009-12-15
D.17 預定釋出日期:2009-08-01
D.18 初次釋出日期:2010-03-24
D.19_1 最新版釋出日期:2010-03-24
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10.6141/TW-SRDA-E96035-1
https://efenci.srda.sinica.edu.tw/webview/index.jsp?object=https://efenci.srda.sinica.edu.tw:80/obj/fStudy/E96035
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