總統候選人行程安排的政治邏輯： 以2024年民主進步黨候選人之宮廟行程為例

Abstract

在台灣高度民主化與媒體化的選舉環境中，候選人行程安排已成為競選策略的重要組成。然而，既有選舉研究多聚焦於選民投票行為，較少深入探討候選人於選戰過程中行程規劃的內在邏輯及其政治意涵。特別是在數位傳播高度發展的情境下，傳統宗教場域宮廟仍持續成為各級候選人密集參與的競選空間，其背後所蘊含的政治功能與策略考量，值得進一步分析。 本研究以2024年中華民國總統大選為研究背景，聚焦民主進步黨總統候選人賴清德於競選期間之宮廟參拜行程，探討總統候選人安排宮廟行程的政治邏輯及其選舉效果。研究方法採取質性研究取徑，結合文獻分析、半結構式深度訪談與參與觀察法，訪談對象涵蓋選戰幕僚、立法委員候選人及實際接待候選人之宮廟幹部，藉以從不同行動者視角還原宮廟行程在選戰中的實際運作模式。 本研究指出，宮廟不僅是宗教信仰空間，更是融合地方政治、媒體傳播與選舉動員的複合場域。透過宮廟行程的策略性運用，顯示理性選擇理論在現代選戰中，具備關鍵影響力，也因此在宮廟行程中，候選人得以同時完成形象建構、訊息擴散與組織動員，顯示宗教場域在台灣選舉政治中仍扮演不可忽視的重要角色。本研究期能補充候選人競選策略研究的不足，並為理解台灣宗教與選舉政治的互動關係，提供具體而深入的經驗分析。

In Taiwan’s highly democratized and mediatized electoral environment, campaign itinerary planning has become a crucial component of electoral strategy. While existing studies primarily focus on voter behavior, relatively little attention has been paid to the strategic logic behind candidates’ campaign schedules. This study examines temple visits conducted by presidential candidates as a key campaign practice, focusing on the Democratic Progressive Party’s presidential candidate during the 2024 presidential election. This study using a qualitative research design, this study combines literature analysis with semi-structured interviews conducted with campaign staff, legislative candidates, and temple administrators involved in hosting campaign visits. Through multiple actor perspectives, the research analyzes how temple-visit itineraries function within electoral campaigns and their role in contemporary Taiwanese election politics. Overall, this study argues that temples function as hybrid political arenas that integrate religious symbolism, local social networks, media representation, and electoral mobilization. By highlighting the strategic role of temple visits, this research contributes to a deeper understanding of the interaction between religion and electoral politics in Taiwan.