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2001年政党轮替之后的中国台湾地区政治选举当中,竞选传播成为其不可获缺的必备元素,造就了一个特殊的市场,孕育了一批特殊的选举公关公司。本文的研究问题是:选举公关公司在竞选活动中扮演的角色是什么?研究方法为个案研究。所选择的个案为2005年台北县县长选举。研究过程中对相关公关公司的负责人和工作人员,候选人和候选人团队成员进行深度访谈。希望通过此次研究发展相关理论,并且对大陆业界带来实务启发。研究发现:公关公司在竞选活动中所扮演的角色可以总结为两种“管家”和“保姆”。公关公司扮演之角色受到候选人、选举属性、公关公司服务能力等多个方面的影响。
In the political elections in Taiwan after the replacement of political parties in 2001, election spread became an indispensable essential element, creating a special market and giving birth to a number of special election public relations companies. The research question in this paper is: What is the role of the elected PR company in the election campaign? The research method is a case study. The selected case was the 2005 Taipei County Magistrate election. In the course of the study, in-depth interviews were conducted with the heads and staff of relevant public relations companies, candidates and team members. He hopes to develop related theories through this research and bring practical inspiration to the mainland industry. The study found that the role of public relations companies in campaigning can be summarized as two types of “housekeeper” and “nanny”. The role played by public relations companies is influenced by many aspects such as candidates, election attributes, and service capabilities of public relations companies.