2020年民进党“总统”选举文宣策略评析  

An Analysis of the DPP’s Propaganda Strategy in 2020“Presidential”Election

作　　者：翁明源 陈先才[2,3] Weng Mingyuan;Chen Xiancai

机构地区：[1]厦门大学台湾研究院、两岸关系和平发展协同创新中心 [2]厦门大学台湾研究院 [3]厦门大学台湾研究院民进党研究中心

出　　处：《台湾研究》2020年第5期25-32,共8页Taiwan Studies

基　　金：2019年国家社会科学基金重大项目“‘一国两制’台湾方案研究”(19ZDA128)。

摘　　要：文宣策略是选举策略的重要组成部分,民进党以擅长文宣策略著称。本文将文宣策略划分为内容、媒介和技巧三个方面,通过检视民进党在2020年选举中的文宣策略,发现民进党在内容方面以挑起社会对立为主轴,在媒介方面以垄断传播渠道为目的,而在传播技巧上则以负面攻击为表现;呈现出本土性、流行性和攻击性的特点。文宣策略在此次选举中帮助民进党实现了大胜,关键在于其以感性诉求煽动民众情绪,控制了民众信息获取的渠道,严重误导选民取向。但这种竞选的策略也对台湾的政党政治、选举文化和社会发展产生了不利的影响。The propaganda strategy is an important part of the election strategy.The DPP is known for its proficiency in propaganda strategy.This article divides the propaganda strategy into three aspects:content,media and skills.By examining the DPP’s propaganda strategy in the 2020“Presidential”elections,it is found that the DPP is provoking social opposition as the main axis in terms of content.In the media aspect,the purpose is to monopolize the communication channel,while in the communication technique,the negative attack is used as the performance.It shows the characteristics of locality,popularity and aggressiveness.The propaganda strategy helped the DPP achieve a great victory in this election.The key lies in its incitement to inciting popular sentiment,controlling the access to information,and successfully destroying Han Guoyu’s personal image.But this campaign strategy has also had an adverse effect on Taiwan’s party politics,electoral culture,and social development.

关 键 词：台湾选举 民进党 选举策略 文宣策略 

分 类 号：D675.8[政治法律—政治学]