| Summary: | 碩士 === 世新大學 === 傳播研究所(含博士班) === 91 === ABSTRACT
This dissertation contains a preliminary research on the image building of the incumbent president of the Republic of China—Mr. Chen Shui-bian. The purpose of such a research is to understand the motif and goal of image building endeavors of a head of state during non-campaign period and to realize the conception of his staff in this regard. Usually the general public’s knowledge or impression of their head of state is first gained from media reports, and then through the message they receive and after a inner-thinking process to immediately shape an image in their mind. However, image is a meaningful sign. With the invention of television and the coming of media politics, politicians have had closer and closer relations with mass media. Just as former US President Richard Nixon put it: “[Modern presidents] must try to master the art of manipulating the media, not only to win in politics but in order to further the programs and causes they believe in; at the same time they must avoid at all costs the charge of trying to manipulate the media. In the modern presidency, concern for image must rank with concern for substance.”
By way of qualitative research, the author has conducted in-depth interviews with quite a few staff members of President Chen Shui-bian and has had focused discussions with senior journalists covering news about the president, so as to understand the role and influence the presidential press staff has in image building work. But in terms of political communication, image building for a head of state concerns such theories as agenda-setting, agenda-building, image theory, political commodification, and political marketing. Through the planning and maneuvering of presidential staff in the real-world politics, and through the reports of journalists and coverage of news media, the general public receives those presented messages—carefully designed and screened-- regarding their president. Therefore, this research intends to find out what the people’s perception and impression of the president could be after this process.
By discussing the actual operation of presidential press staff and related mechanism, this research analyzes the motif and purpose of image building for President Chen. Interviews have been conducted with several press aides of President Chen to understand what they think and do regarding presidential image building. The author also intends to study how presidential press staff deals with crises that may hurt the president’s image, and to unveil their promotion and marketing strategies in terms of presidential image issues.
According to the author’s in-depth interviews with the president’s staff and other focused discussions with journalists covering news about the president, image building for a president is different from image building for a presidential candidate. Presidential image building aims to not only impress the people with a clear and distinct leadership style but also associate the president with political altitude as well as excellent capability and morality a head of state should possess. Such image building efforts should not only present the president’s individual, charming personality but should more importantly base such efforts on his concrete achievements in governing the nation. This can prove and show the president’s abilities in leading the nation forward, bringing together all the people, and translating his ideals into actions, thus making the people fully understand his visions and their future. On the other hand, in mapping out the image building plans, presidential staff should promptly present to the people the president’s broad-minded political views and effective governing style, getting rid of the “presidential candidate” ways of thinking. It is suggested that political communication be replaced by political persuasion so that the administration can proceed smoothly, thus setting a good example in presidential image building.
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