试析网络新媒体在台湾政治传播中的运用——以2014年台北市长选举为例

On the Application of New Media to the Political Communication in Taiwan——A Case Study of the 2014 Taipei Mayor Election

新媒体逐渐成为台湾民众获取资讯、表达诉求的重要渠道,改变了蓝绿政治势力的话语结构,助推了公民社会崛起。2014年台北市长选举中,新媒体为政治传播提供了理想的民意和信息资源,成为分析选民情绪、争取选民支持的有力工具。柯文哲和连胜文对新媒体应用的深度和精度不同,直接影响年轻族群的投票意向。柯文哲通过网络主导选战,打破以往由特殊群体即政党、政治人物和新闻媒介发起和控制的政治传播旧格局,形成了以草根网民为主体,以社交网络为平台,以政党、政治人物为焦点的政治传播新格局。

The new media has gradually become an important channel for people of Taiwan to obtain information and express their demands, which has changed the discourse structure of the Pan-Blue and the Pan-Green political power, and at the same time facilitated the rise of civic society. In 2014 Taipei Mayor Election, the new media provided the ideal resources of public opinion and information for political communication and became a powerful tool to analyze voters＇ sentiment and gain their support. The different attitude towards the application of the new media between Wen-Je Ko and Scan Lien had actually made a direct impact on the young people＇s voting intentions. Wen-Je Ko dominated the election campaign through internet, breaking the old political communications setup and forming the new one. The former was initiated and controlled by special groups which consisted of political parties, political figures and news media while the latter was mainly formed by grassroots netizens with the social network as a platform and the political parties and political figures as a focus.