简析民进党“大选”中的政治传播策略

2004年“大选”，民进党阵营针对当时的选民状况和媒介资源，精心构筑了“多层＋突发事件”的政治传播策略，以“多层”的传播一点点地收割选票，最后以“突发事件”完成致命一击，这当中民进党对人际传播的运用尤为出色。2008年“大选”，民进党仍沿用了该策略中的一些内容，然而国民党已经习得经验，有所防范，马英九也发展出“Long Stay”这种直销式人际传播来破解民进党的攻击，而民众对民进党过度使用负面选举术的反感加大，马萧最终赢得了“大选”。

Analysis of the Strategy of Political Communication in the Election of "President" by the Democratic Progressive Party

The strategy of political communication in the election of ＂president＂ in Taiwan on 2004 by the DPP can be generalized a style of＂poly-orientational commnication add suddenly accident＂, which collecting votes from many small parts by＂poly-orientional commnication ＂and robbing more votes to get the success of election by the way of making ＂suddenly accident＂, and the DPP used ways of interpearsonal communication excellently. The DPP still used some ways of the style in the election of ＂President＂ on 2008.Howerver, voter have changed, and effectives of the strategy of the DPP is decenting. The KMP has learened some lessons and has done some measures to prevent crisis, and Ma yingjiu has advanced in doing the interpearsonal communication by the way of＂LongStay＂.So, The KMP suceeded.