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Abstract
Facebook's use in political communication has been increasingly popular around the world. Although studies have investigated Facebook political communication in various contexts, related research in Chinese communities has been rare. The current study analyzed candidates' Facebook pages during and after the 2012 Taiwanese presidential election. Considering the interactive nature of Facebook, this study also compared the 1.0 (candidate messages) and 2.0 messages (candidate messages highlighted by “friends”). Comparative analysis revealed that while the 1.0 messages emphasized policy more than character, the 2.0 messages emphasized character over policy. This study also suggests that politicians have shifted the main functions of their Facebook posts based on their roles in campaigning and governing.
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Wei-Chun Wen
Wei-Chun Wen (PhD, University of Missouri-Columbia, USA) is an associate professor in the Department of Speech Communication at Shih Hsin University, Taiwan. His major research interests include political communication, rhetorical criticism, crisis communication, and image repair discourse. His has published communication research in Argumentation, Asian Journal of Communication, Chinese Journal of Communication, Communication Monographs, and Communication Studies.