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The Study on the Candidates’ Crisis Communication Strategies— In the Cases of Chou, Hsi-Wei and Jason Hu in the 2005 M 粘淑菁、姚惠忠

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The Study on the Candidates’ Crisis Communication Strategies— In the Cases of Chou, Hsi-Wei and Jason Hu in the 2005 M

粘淑菁、姚惠忠

E-mail: 9510906@mail.dyu.edu.tw

ABSTRACT

Based on the rhetorical perspective, the study adopted Bradford and Garrett’s (1995) corporate communication response model, as well as Benoit’s image restoration strategies(1997) as the analysis framework to explore the correlation among the crisis contexts, crisis response strategies and the effects of strategies of Chou, His-Wei and Jason Hu during the magistrate election in 2005. The study chose six of Chou and Hu’s crisis events to analyze response strategies by means of context analysis and in-depth interview.To begin with, working up Choa and Hu’s six crisis events from the news coverages. After casting the crisis response strategies from the news coverages, the study interviews the staff of two candidates to increase the reliability.Through the commentaries, advice column, and in-depth interviews of reporters, the study explored the media effects upon the candidate’s response strategies. There are some findings in this research: 1.Using of crisis response strategies is effected by the survey of public opinion result of candidate.2.Reducing offensiveness is the body of the response strategies in campaign crisis.3.Aside from the existing strategies, the study found new crisis response strategies that including playing the role of victim.4.There are less agreement situateion during magistrate election.5.The crisis context relating with crisis response, Bradford and Garrett’s corporate

communication response model, can not apply to all crisis event.

Keywords : Crisis communication ; Crisis response strategies ; Taipei county magistrate campaign ; TaiChung city magistrate campaign ; Crisis of candidate

Table of Contents

封面內頁 簽名頁 授權書 iii 中文摘要 iv 英文摘要 v 誌謝 vi 目錄 vii 圖目錄 ix 表目錄 x 第一章 緒論 第一節 研究背景 1 第二 節 研究動機 3 第三節 研究目的 6 第二章 文獻探討 第一節 危機 8 第二節 危機傳播 12 第三節 危機反應策略 17 第四節 形象 修護策略 24 第三章 研究方法 第一節 內容分析法 34 第二節 深度訪談 44 第四章 研究分析 第一節 周錫瑋危機個案分析 46 第二節 胡志強危機個案分析 70 第五章 結論 第一節 研究發現與結論 96 第二節 建議與未來方向 104 參考文獻 108 附錄 112 REFERENCES

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參考文獻

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