A Study of the Interactive Functions of the Campaign Website and the Campaign Blog from the Viewpoint of Public Relationship Theory ─Take the 2008 Taiwan President Election as an Example.

• Main Authors: Ming-Yen Chou, 周明諺
• Other Authors: Yah-Huei Hong
• Format: Others
• Language: zh-TW
• Published: 2008
• Online Access: http://ndltd.ncl.edu.tw/handle/83148098440050807013

碩士 === 輔仁大學 === 大眾傳播學研究所 === 96 === The study aims to analysis the interactivity functions of the campaign website and the campaign blog in 2008 Taiwan President Election from the viewpoint of public relationship theory. Furthermore, the study also uses in-depth interviews with the staffs to understand the goals and the rules of the campaign website and the campaign blog, and through email tests to know the answers of the candidates and the staffs. The results show that the interactivity functions of DPP president candidate’s websites are better than those of KMT president candidate’s websites, and so do the DPP president candidate’s blog than the KMT president candidate’ blog. Second, the main websites interactivity functions of KMT president candidate and DPP president candidate belong to “users and content interaction”, and the main blog interactivity functions of KMT president candidate and DPP president candidate belong to “users and interface interaction”. In the other hand, the results of email tests show that the answer rates of both two camps are very low. And the results of in-depth interviews show that the campaign websites are the core of net campaign, and the campaign blog play the adjutant role. The goals of campaign website and campaign blog are correct information transmission, public opinions realizing and boosting the users’ identification with the candidate. Most important, two camps both agree to the capability of campaign websites and campaign blog to improve the relationship between candidate and users and between staffs and users. Final, the results of the study show that although both two camps have the dialogic intention with the users of campaign websites and campaign blog through campaign websites and campaign blog, but both two camps need to improve the functions design of dialogic capacity on campaign websites and campaign blog .