政治選舉中競選歌曲的媒介化：以2016年《台灣美樂地》專輯為例;The Mediatization of Politics in Election Campaign: The Case of DPP’s Campaign Song Strategy in the 2016 Presidential Election

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Title:	政治選舉中競選歌曲的媒介化：以2016年《台灣美樂地》專輯為例;The Mediatization of Politics in Election Campaign: The Case of DPP’s Campaign Song Strategy in the 2016 Presidential Election
Authors:	蔡怡臻;Cai, Yi-jhen
Contributors:	傳播學系電訊傳播研究所
Keywords:	政治品牌化;競選歌曲;媒介化;網路化選舉;Political branding;Campaign songs;Midiatization;The internet campaign
Date:	2017
Issue Date:	2019-07-17 09:47:28 (UTC+8)
Publisher:	傳播學系電訊傳播研究所
Abstract:	自解嚴以來，台灣每逢政治選舉時，競選歌曲的使用已逐漸成為候選人造勢活動中不可或缺的一環。伴隨商業化媒體數量的增加，政黨間競爭轉趨激烈，政治與媒體的互動關係產生改變，媒體不再有聞必報。而「網路化選戰」時代的來臨，更加速政黨改變宣傳、展演與表達的方式。本研究以競選歌曲，探討政黨的選舉策略與媒介環境之間的關係，透過「媒介化」（mediatization）概念的檢視，本研究以2016年總統大選前、民進黨競選專輯《台灣美樂地》為個案，探討該競選專輯從製作、產出到推行的過程，與政治媒介化的關聯。研究發現：該專輯從競選主視覺、競選口號擬定、到歌曲募集等系列活動，皆已融入選舉策略主軸，政黨從原本「政治為主，音樂為輔」的產製思維，演化成「競選歌曲內化為專業政治策略」的結構之中。競選歌曲除了成為政治人物形象塑造的工具，更成為政黨品牌化的重要媒介。 In Taiwan, since the lifting of martial law in 1987, more and more candidates use popular lyrics for their campaigns. This is the case when the increasing number of commercial media outlets has driven the party competition to go fierce. Particularly in the internet campaign era, campaign strategies are more diversified than before. The research employs the concept of “mediatization” to examine the role of campaign songs in Taiwan’s political campaign, with particular attention paid to examine how campaign songs were integrated in the election campaign since the mid-1990s. Making the DDP’s campaign album Taiwan Melody as the case in point, the study found that the album features a new style of mediatized campaign, which is characterized by the branding desire of the political party and the internalization of the industrial logic of pop-music making in the strategy of producing and distributing campaign songs.
Appears in Collections:	[傳播學系電訊傳播研究所] 學位論文

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