This study adopted content analysis to examine the campaign websites of the 2014 Taiwan election. It investigated four features of online political campaign: informational content, mobilization, interactivity, and personalization. It also compared the strength and weakness of the use of online campaign between the incumbent and the challenger. The finding suggested that there were differences in the constructs of informational content, interactivity, and personalization between candidates. The result indicated that both the incumbent and the challenges were less likely to engage in mobilization on their websites. In general, results of this study revealed that the content presentation of the incumbent’s campaign website showed an advantage over the challenger’s website.

Author Name: Dr. Hsiu-ching Ko

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Keywords: Campaign website; the 2014 Taiwan election; content analysis; incumbent/ challenger; new media

ISSN: 2454 - 4671

EISSN: 2249 - 4642

EOI/DOI:

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