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Case Study of Campaign Strategies: the DPP's Campaign Strategies in the 1998 Election for Legislator in the South District of Taipei City

Ching-Hsin Yu
1999 / 11
Volume 6, No.2

pp.163-190
10.6612/tjes.1999.06.02.163-190
Paper

Abstract

This is a case study of examining the DPP's campaign strategies in the 1998 elections for Legislator in the South District of Taipei City. In the 1998 election, the DPP continued to use the strategies of implementing ”united campaign” and ”allocation of vote” which were effective in the 1995 election. However, the strategies failed in the 1998 election. In addition to the inherent difficulties of ”united campaign” and ”allocation of vote”, some new developments also accounted for this failure, including the change of candidates, the existence of intra-party competition, the unwillingness of the electorate to follow the direction of vote allocation, and opponents' effective campaign strategies. The purpose of this study is not only to unveil and evaluate the peculiar electoral strategy under the SNTV, but also try to conduct a case study based on related disciplines which will be certainly contributive to the theories of campaign process.

Keywords

case study

campaign process

campaign strategies

united campaign

vote equalization