"The Campaign for Citizens’ TV" is significant in media reform history in Taiwan. This article contributes to our understanding of media reform movement rhetoric. Since its idea of public TV is an unfamiliar and abstract concept in Taiwan, from the beginning, the movement had faced the difficulties of building legitimacy. The Campaign for Citizens’ TV met those difficulties by transforming perceptions of reality, employing reasoning appeal, coactive and transcendence strategies. The movement members also took several measures of actions, such as joining political conferences, conducting research, holding seminars or speeches, and so on. However, their strategies only achieved preliminary persuasive functions, and the values employed by the campaigners were not connected with their targets. Therefore, we suggest that future campaigners adjust rhetoric strategies according to their audiences.