Research On Taiwan's Political Party Election Strategy Under The Background Of New Media

In the Taiwan "9-in-1" election,the new media created the "KeWenzhe Phenomenon." In 2016 Taiwan's top leader election,the Tsai Ying Wen team made full use of new media to bridge the gap with voters by "new language" and new communication method.The network of election is becoming a new face of Taiwan's political ecology.Competing for the right to speak in the new media communication platform and establishing a communication mechanism with voters is a battle for Taiwan's political parties.In addition,along with various election activities,the process of political socialization is also an irreversible trend.Thus,this paper attempts to use the framework of David Easton's political system theory,and study the parties as sub-systems in Taiwan political party system.Through the input-output-feedback circulation,this paper studies how new media influences the campaign strategy of different parties and it combines the theory of political communication to conduct a microscopic perspective.In terms of research methods,it adopts a qualitative method of observation,focusing on the election of the top leader in the Taiwan region in 2016 as a typical case of network election campaigns,analyzing the campaign communication strategies and practical actions taken by the Kuomintang and the Democratic Progressive Party,comparing the advantages and disadvantages of the two in occupying the media communication platform,skillfully setting topics,campaigning and advertising,catering to voters'wills,strengthening the main image and discourse right strategy and tactics,and timing.In the process of the interaction between new media and elections,from budding to transition and diffusion,the candidate's campaign methods and voter participation behavior have undergone qualitative changes.In addition,The interaction model and participation degree of new media and political field in each stage also reflect the evolution of political socialization.,both the national identity and the unified "identity" identification tendency will be revealed and exposed in the spotlight of the media.This paper will further study the new political culture brought by the social media,and the new climate of "progressive Taiwan independence" after the party came to power.