Journal of Electoral Studies

Issues

Home Issues Backissues Volume 12, No.2 Online Campaign Strategies of the KMT for the 2004 Presidential Election: A Perspective of Action Research

Online Campaign Strategies of the KMT for the 2004 Presidential Election: A Perspective of Action Research

Po-Chung Chuang
2005 / 11
Volume 12, No.2

pp.79-109
10.6612/tjes.2005.12.02.79-109
Paper

Abstract

This study is intended to explore online campaign strategies of the Kuomintang (Chinese Nationalist Party) for the 2004 Presidential Election in Taiwan from a perspective of action research, which is rarely used in the field of communication research here. Since the researcher played a role of decision maker in the Kuomintang's online campaign, viewpoints of an insider are presented in this paper. The results show that to avoid recommitting the same failure in the 2000 presidential campaign, the Kuomintang paid much attention and effort on the Internet to against the Democratic Progressive Party. Despite the Kuomintang conducted successful strategies, the tactics to carry out the whole online campaign had some unintentional flaws.

Keywords

action research

campaign web site

election campaign communication

online campaign

presidential election