Web Campaigning Strategies－The Case of Taiwan's Local Elections of Democratic Progressive Party from 2009 to 2010

• Main Authors: Cheng-chun Hsu, 徐承群
• Other Authors: 黃新生
• Format: Others
• Language: zh-TW
• Published: 2010
• Online Access: http://ndltd.ncl.edu.tw/handle/89886353873833408277

博士 === 世新大學 === 傳播研究所(含博士班) === 98 === “Web Campaigning” begins form 90’s, and developed new forms with the evolution of internet technology, as Homepage in late 90’s, Blogs from 2005, Facebook blooms from 2008. With the political marketing effects of Facebook, the most important effect is the “Viral Marketing”, which could dispread and communicate between candidates and voters. The well-known case is Obama’s 2008 Presidential Campaigning. The “Web Marketing Department ” of Democratic Progressive Party(DDP) was held in 2009, becouse of not only the increasing effects of internet, but also of the lack of finance. In the three local elections in Taiwan from 2009 to 2010, Democratic Progressive Party practiced the “Web Campaigning ” and “trial and errow” for correcting localized web campaigning stretegies and models in Taiwan. This study shows that not every candidate would agree the web campaigning strtegies, and the only case of “ Viral Marketing ” was the “Young-Beauties Viral Marketing” model, this research did not found any other viral marketing case. In the practice of web campaigning, the Political Parties considerate the interaction of internet, but did not practice the spirit of “Digital Democracy”. The campaigning webs are for promotion and marketing not for dialouge with the voters for public issues.