政治人物臉書經營策略之探討：以2018臺北市市長、市議員選舉為例

Abstract

本研究以2018年臺北市長、市議員的選舉來討論政治人物臉書經營策略，並透過分析政治人物臉書粉絲專頁內容，以瞭解其如何透過臉書經營達到政治傳播的效果。研究結果發現：就參選人臉書經營策略的積極程度來看，非現任者因企圖引發選民關注，相比之下在臉書傳播策略的使用策略上較為積極。現任者、非現任者在貼文類型的比例有顯著不同，現任者較傾向軟性議題與政績；而非現任者的貼文類型則著重於「競選花絮」等內容。在貼文屬性部分，現任者與非現任者間差異不大，主要還是以照片搭配文字為首要貼文方式，企圖透過圖片表達想要告訴選民的事。至於民調對貼文策略是否有所影響這部分，無論是現任者或非現任參選人，均不會因民調高低而改變其貼文策略。

The study discusses the strategies to manage politicians' Facebook fan pages according to 2018 Taipei City Mayor and City Council elections and analyses the contents of those pages to understand how to achieve the political communication. The study finds that from the perspective of the active degree of candidates' Facebook fan pages，beacuse non-current politicians try to catch the attentions of the voters, their strategies to run Facebook fan pages tend to be more active. There's a significiant difference between the proportions of current and non-current politicians' post classifications. The current politicians tend to post soft issues and achievements while the non-current politicians tend to post photos in the campaigns. In the perspective of post attributes, there is no obvious difference between the current and non-current politicians. Both of them mostly post with photos and texts to express their thoughts. Last but not the least, no matter the current and non-current politicians , their post strategies will not change according to the polls.