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Abstract
The purpose of this study is to construct a classification of political crisis situations that candidates face and to discuss the situation-response relationship by exploring candidates' probable response strategies with respect to every type of situations of political crises during campaigns. Data is collected through 24 individual cases which present nine candidates subject to public accusations and suspicions in Taiwan's local political elections during 2005-2006. Content analysis and factor analysis are both used to analyze the data based on two variables: electorates' degree of antipathy to the crisis events and the degree of evidence disclosure. It is found that in ”high antipathy and high disclosure of evidence”, ”attack accuser” is candidates' most probable response; in ”high antipathy and low disclosure of evidence”, ”denial” is candidates' most probable choose; in ”middle antipathy and high disclosure of evidence”, candidates tend to ”reduce offensiveness of crisis”.
Abstract
Most crisis communication literature did not distinguish the communicaion effect between different publics. This article explored the effects of response strategies of voters with different party identifications, using content analysis and survey. Cases were selected from the mayoral elections of Taipei and Kaohsiung, 2006. We found (1)the crisis communication strategies of political campaigns are different from strategies of business corporates, (2)no strategies can earn the agreements of adversary's supporter, (3)the candidates' communication effects on independent voters determines the margin of the campaigns, (4)independent voters' perceived evidences and disgust to crisis incidents affect the success of candidates' image repair.
