Media Construction of Political Figure’s Images:A Study on Media Campaigns for Taipei City Mayoral Election on December 9, 2006

• Main Authors: Ru-Shan Kang, 康如珊
• Other Authors: Amy Hsu-Chung Chu
• Format: Others
• Language: zh-TW
• Published: 2007
• Online Access: http://ndltd.ncl.edu.tw/handle/23949852287509753803

碩士 === 玄奘大學 === 資訊傳播研究所 === 96 === The rapid growth of mass media has gradually transformed media’s role from providing information to a performance platform for political figures. Political figures use mass media to deliver their views and interact with voters, and the media have become a basis for voters to learn about candidates and make voting decisions. This study attempted to examine and compare the presentations of political figures’ images in newspaper reports, newpaper advertisements and print material during Taipei City mayoral election of 2006. The study content analyzed news coverage, advertisements in four newspapers, and single sheets or pamphlets by three candidates. The sample included 235 newspaper stories; 51 newspaper advertisements, and 20 counts of printed campaign materials. The finding suggested that candidate’s images are not formed naturally, but crafted by mass media. Images portrayed in four newspapers and three types of media contents differ in both quantity and length. Various media also demonstrated different political inclination, as showing positive and negative portrayals of candidates. What voters see from news media are indeed the results of manipulation by few. This may affect voters’ perception of political figures, and further their voting decisions. Thus, media construction of political figures’s image should remain a vital issue in the study of the relation of politics and mass communication.