The Candidates'' Image-Building on YouTube: A case study of Presidential Election in 2012

• Main Authors: Nai-Yu Chen, 陳乃渝
• Other Authors: 作者未提供
• Format: Others
• Language: zh-TW
• Published: 2012
• Online Access: http://ndltd.ncl.edu.tw/handle/53698838236577953071

碩士 === 銘傳大學 === 傳播管理學系碩士班 === 100 === Constituency can get advertisements about election from television and newspaper, even internet right now. The tendency toward candidate focus on YouTube. Therefore, the contents are so different due to the feature of no limitation and can be watched any time. Candidate can use a great diversity of mass media in democracy. But the image represented is not only by Print media, but also non-limited numbers of watching advertisements on YouTube. Therefore, how to attract voters to visit the website and through it to show their unique feature will be the most important subject in the future. I use content analysis and symbol analysis to investigate the YouTube files of Ma Ying-jeou and Tsai Ing-wen in the research. The purpose is to realize how the candidates share the stories and discussion to establish good image and bring people closer with them.