政治競選廣告對選民議題設定與預示的效果效究__臺灣人文及社會科學引文索引資料庫

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題名：	政治競選廣告對選民議題設定與預示的效果效究
書刊名：	廣告學研究
作者：	張卿卿
作者(外文)：	Chang, Chingching
出版日期：	1999
卷期：	12
頁次：	頁39-64
主題關鍵詞：	政治競選廣告；選民議題
原始連結：	連回原系統網址
相關次數：	被引用次數:期刊(2) 博士論文(2) 專書(0) 專書論文(0) 排除自我引用:2 共同引用:0 點閱:41

　　　　　選舉期間選民議題訊息的來源不限於新聞媒體，候選人的競選廣告也是選民議題訊息的重要來源，因此本研究以實驗方式於八十六年縣市長選舉期間，招募北縣各地有投票資格選民，來進行政治競選廣告的議題設定與預示效果的測試。初步研究結果顯示：政治競選廣告中所討論的三項議題，在受試者暴露於廣告之後，皆成為選民心中最重要的議題。本研究也發現：選民較容易受到其支持候選人討論的廣告議題影響。其他個人差異可能產生的影響（如：政治知識、教育程度），也在本研究中探討。此外，本研究並未發現政治廣告的預示效果。

以文找文

　　　　　Employing an experiment, this study examined (the agenda setting and priming effects of political advertising in the 1997 Taipei County Magistrate Election.) The preliminary results indicated that, after ad exposure, viewers' issue agenda corresponded well with the issue agenda in political ads. This study also showed that viewers' agenda was more likely to comply with their supported candidates'. Other individual differences such as political knowledge and education were also examined. This study did not demonstrate any priming effect of political advertising.

以文找文

期刊論文
1.	Weaver, D.、Zhu, J.、Willnat, L.(1992)。The bridging function of interpersonal communication in agenda-setting。Journalism Quarterly，69(4)，856-867。
2.	Walker, Jack L.(1977)。Setting the agenda in the U.S. Senate: A theory of problem selection。British journal of political science，7(4)，422-445。
3.	Roberts, M. S.(1992)。Predicting voting behavior via the agenda setting function。Journalism quarterly，69(4)，878-892。
4.	Shapiro, M. A.、Rieger, R. H.(1992)。Comparing positive and negative political advertising on radio。Journalism & Mass Communication Quarterly，69(1)，135-145。
5.	Srull, T. K.、Wyer, R. S. J.(1979)。The role of category accessibility in the interpretation of information about persons: Some determinants and implications。Journal of personality and social psychology，37(10)，1660-1672。
6.	Sutherland, M.、Galloway, J.(1981)。Role of advertising: Persuasion or agenda setting?。Journal of advertising research，21(5)，25-29。
7.	Benton, M.、Frasier, P. J.(1976)。The agenda setting function of the mass media at three levels of "information holding"。Communication research，3(3)，261-274。
8.	McLeod, J. M.、Becker, L. B.、Byrnes, J. E.(1974)。Another look at the agenda setting function of the press。Communication research，1(2)，131-166。
9.	Pfau, M.、Louden, A.(1994)。Effectiveness of adwatch formats in deflecting political attack ads。Communication research，21(3)，325-341。
10.	Iyengar, S.(1988)。Television news and citizens' explanations of national issues。American political science review，81，815-832。
11.	Ghorpade, S.(1986)。Agenda setting: A test of advertising's neglected function。Journal of advertising research，25，23-27。
12.	Higgins, E. T.、Feldman, N. S.、Ruble, D. N.(1980)。Accuracy and differentiation in social prediction: A developmental perspective。Journal of personality，48，520-540。
13.	Demers, D. P.(1996)。Does personal experience in a community increase or decrease newspaper reading。Journalism and mass communication quarterly，73(2)，304-318。
14.	Erbring, L.、Goldenberg, E.、Miller, A.(1980)。Front-page news and real-world cues: A new look at agenda-setting。American journal of political science，24，16-49。
15.	Atkin, C.、Heald, G.(1976)。Effects of political advertising。Public opinion quarterly，40，216-228。
16.	Bowers, T. A.(1973)。Newspaper political advertising and the agenda-setting function。Journalism quarterly，50，552-560。
17.	Cappella, J. N.、Jamieson, K. H.(1994)。Broadcast adwatch effects: A field experiment。Communication research，21(3)，342-365。
18.	Iyengar, S.、Simon, A.(1993)。News coverage of the gulf crisis and public opinion。Communication research，20(3)，365-383。
19.	Krosnick, J. A.、Kinder, D. R.(1990)。Altering the foundations of popular support for the president through priming。American political science review，84，497-512。
20.	Higgins, E. Tory、Rholes, William S.、Jones, Carl R.(1977)。Category accessibility and impression formation。Journal of Experimental Social Psychology，13(2)，141-154。
21.	Zhu, Jian-Hua(1992)。Issue competition and attention distraction: A zero-sum theory of agenda-setting。Journalism & Mass Communication Quarterly，69(4)，825-836。
22.	McCombs, Maxwell E.、Shaw, Donald L.(1972)。The Agenda-setting Function of Mass Media。The Public Opinion Quarterly，36(2)，176-187。

會議論文
1.	Wyer, Robert S. Jr.、Srull, Thomas K.(1981)。Category accessibility: Some theoretical and empirical issues concerning the processing of social stimulus information。Hillsdale, NJ：Lawrence Erlbaum Associates。161-198。
2.	Chang, C.(1996)。Viewers' response to female candidates' political advertising。AEJMC Annual Conference at Anaheim, CA。

圖書
1.	Weaver, D. H.、Graber, D. A.、McCombs, M. E.、Eyal, C. H.(1981)。Media agenda-setting in a presidential election: Issues, images, and interest。New York：Praeger。
2.	Linsky, M.(1986)。Impact: How the press affects federal policy making: Six case studies。New York：W. W. Norton。
3.	Fiske, S.、Taylor, S. E.(1984)。Social cognition。Reading, MA：Addison-Wesley。
4.	Cohen, B. C.(1963)。The press and foreign policy。Princeton, NJ：Princeton University Press。
5.	West, D.(1993)。Air war。Washington, D. C.：Congressional Quarterly。
6.	Iyengar, S.、Kinder, D.(1987)。News that matter。Chicago, IL：The University of Chicago Press。

圖書論文
1.	Weaver, D. H.(1977)。Political issues and voter need for orientation。The emergence of American Political issues。St. Paul, MN：West。
2.	Shaw, D. L.(1977)。The press agenda in community setting。The emergence of American political issues. The agenda-setting function of the press。St. Paul, MN：West。
3.	Arterton, F. C.(1992)。The persuasive art in politics: The role of paid advertising in presidential campaigns。Under the watchful eye。Washington, D. C.：Congressional Quarterly Press。
4.	Newhagen, J. E.、Reeves, B.(1991)。Emotion and memory responses for negative political advertising: A study of television commercials used in the 1988 presidential election。Television and political advertising。Hillsdale, NJ：Erlbaum。
5.	Higgins, E. T.、King, G.(1981)。Accessibility of social constructs: Information-processing consequences of individual and contextual variability。Personality, cognition and social interaction。Hillsdale, NJ：Erlbaum。
6.	Danielian, L. H.、Reese, S. D.(1989)。A closer look at intermedia influences on agenda setting: The cocaine issue of 1986。Communication campaigns about drugs: Government, media and the public。Hillsdale, NJ：Erlbaum。
7.	Lang, A.(1991)。Emotion, formal features, and memory for televised political advertisements。Television and political advertising。Hillsdale, NJ：Lawrence Erlbaum Associates。

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