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研究生:張詠晴
研究生(外文):Yung-Ching Chang
論文名稱:東西方文化下社群媒體在政治選舉上應用之比較
論文名稱(外文):Comparison of Application of Social Media on Political Election Between Eastern and Western Culture
指導教授:劉上嘉劉上嘉引用關係
指導教授(外文):Liu, Shang-Chia
口試委員:陳慧玲江梓安
口試委員(外文):Hui-Ling ChenTzu-An Chiang
口試日期:2019-03-21
學位類別:碩士
校院名稱:輔仁大學
系所名稱:國際創業與經營管理學程碩士在職專班
學門:商業及管理學門
學類:企業管理學類
論文種類:學術論文
論文出版年:2019
畢業學年度:107
語文別:英文
論文頁數:44
中文關鍵詞:
外文關鍵詞:Social MediaPolitical ElectionCulture Difference
相關次數:
  • 被引用被引用:1
  • 點閱點閱:167
  • 評分評分:
  • 下載下載:0
  • 收藏至我的研究室書目清單書目收藏:1
The primary goal of this research is to understand and analyze the difference between the strategies of doing politics with social media by two candidates from different culture – Ko Wen-Je from Taiwan and Donald Trump from the United States. This research begins with the definition of social media and different habits of using social media in Taiwan and the United States. Following up the research shows the application of some of the social media sites mentioned above on political election campaign, including Facebook which is popular in both Taiwan and the United States and LINE which is popular in Taiwan, and Twitter which is popular the United States. Next, the research shows what is the general influence of political media marketing on political campaign, explaining how and in what way social media affect elections. This research uses case study and in-depth interview as methodology to do analysis on the topic. In case study, there are two cases: the case of Ko and the case of Trump. The findings of the two cases include the different strategies that Ko and Trump use during the election. In in-depth interview, the research focus to get an insight of how people from two different countries hold different opinions and habits of using social media and how they consider politicians do elections with social media. Conclusion for both case study and in-depth interview are included in findings too.
Chapter 1 Introduction ............................................................................... 1
1.1 Research Background and Motivation ............................................. 1
1.2 Research Objective ........................................................................... 3
Chapter 2 Literature Review ...................................................................... 4
2.1 Definition of Social Media Marketing .............................................. 4
2.2 Social Media Usage in Taiwan and the United States ...................... 5
2.3 Application of Social Media Sites on Political Election Campaign . 6
2.3.1 Facebook ....................................................................................... 6
2.3.2 LINE (Taiwan) ............................................................................... 9
2.3.3 Twitter (United States) ................................................................ 10
2.4 Influence of Political Social Media Marketing on Elections ......... 13
Chapter 3 Methodology ............................................................................ 15
3.1 Case Study ...................................................................................... 15
3.1.1 Taiwan: Doctor Ko Wen-Je’s political Social Media Marketing15
3.1.2 United States: Donald Trump’s Political Social Media Marketing .............................................................................................................. 16
II
3.2 In-Depth Interview .......................................................................... 18
3.2.1 Background of Interviewees ........................................................ 18
3.2.2 Interview Selection and Goals..................................................... 19
Chapter 4 Findings ................................................................................... 20
4.1 Findings on Case Study .................................................................. 20
4.1.1 Taiwan: Ko’s Political Social Media Marketing ........................ 20
4.1.2 United States: Donald Trump’s Political Social Media Marketing .............................................................................................................. 28
4.1.3 Conclusion on Comparison Between Two Case Studies ............. 33
4.2 Findings on In-Depth Interview...................................................... 34
4.2.1 In-Depth Interview Results .......................................................... 34
4.2.2 Conclusion on In-Depth Interview .............................................. 41
References ................................................................................................ 42
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