This study employs the method of in-depth interview to explore the political campaign communication strategies and activities adopted by the two candidates in 2009 Yilan County magisterial election. Research findings indicated that although both candidates had attempted to disseminate campaign information through multiple channels,including political campaign advertising, press conference, public speaking, surrogate speakers, interpersonal communication between candidates and voters, internet, and mobile phone system; yet, the challenger seemed to have a clearer campaign main theme, which was, to resume the glory of Yilan, and also adopted a more active campaign communication strategy than did the incumbent. The better performance of political campaign communication might have greatly contribute to the victory of the challenger in the election.
中文關鍵詞
競選傳播、宜蘭縣長選舉、政治傳播
英文關鍵詞
political campaign communication, magisterial election of Yilan County,