新媒体、新世代、新选民

New Media,New Generation,New Voters

在一人一票,票票等值的竞争型选举民主政制下,民主政治一定是媒体政治,因为候选人不可能跑遍每一户,握到每一双手,非得近用媒体来进行空军作战,传播竞选政见文宣,让阅听选民可以认知并且认可,进而影响投票行为。由于通信科技的跃进,网际网路的发达,无限宽频的普及,社群媒体的流行,新媒体业已成为选战运营,传播、组织、动员的重要利器与平台。本文旨在分析新媒体在竞选政治传播中的优势、劣势、机会、威胁。如何掌握其结构功能,因时因地制宜,交叉并用,极大化宣传效益,满足阅听选民政治资讯取得,认同归属的预期需求,扩大目标选民的接触率与涵盖面,乃是今后竞选阵营在选战过程中的重点工作。

The one person one vote, vote equivalent competitive election democracy, democracy must be political media, because the candidate may not run every household, hold to every pair of hands, to near the media to air force operations, communication campaign political propaganda, let the audience cognitive and ap- proved by the voters can vote, and then influence behavior. As the communication technology leap, the development of Interuet, the popularization of unlimited broad- band, the popular social media, new media has become an important tool for campaign operation, and the plat- form of communication, organization, mobilization. This paper aims to analyze the advantage, in the campaign of political communication in the new media weakness, opportunity, threat, how to grasp its structure and func- tion, because the suit one＇s measures to local conditions, and cross the maximization of benefit, propaganda, meet the audience voters political information acquisition, identification of expected demand attribution, expand the target voter contact rate and coverage, is the key work the next camoaign in the election oroeess.