本研究採取內容分析法與深度訪談法，以2008年「總統大選公民提問」為議題分析對象，探討總統候選人如何利用競選廣告影響選舉新聞報導，分析公民如何經由網路提問對候選人面對面提出政策主張。本研究第一部分先經由對國民黨、民進黨兩黨競選廣告認知，探討候選人的「議題所有權」概念與「議題類型」，以及經由「功能性理論」瞭解候選人的廣告策略。透過選舉新聞分析比較，試圖瞭解新聞報導的「新聞議題」、「報導偏向」。在網路公民提問與候選人辯論部分，經由內容分析，瞭解「網路提問」是否成為公民參與的新形式，對於總統候選人的辯論影響，試圖找出其中關聯性。研究第二部分則從跨媒體議題設定進行分析，討論競選廣告、選舉新聞、網路公民提問、候選人辯論四者之間是否存在關聯性。

　　本研究從《中國時報》、《自由時報》、《聯合報》、《蘋果日報》等四報在候選人同意辯論的當天（2007年12月14日）開始進行分析。研究結果發現，競選廣
告部分，馬英九在表現議題與選民議題上均明顯高於謝長廷；選舉新聞部分，四報在新聞偏差情形，自由時報的報導較偏向民進黨候選人；中國時報與聯合報的報導較偏向國民黨候選人。相較之下，蘋果日報在報導數量、新聞議題、報導偏向等各項指標都較為中性。研究也發現，公民提問與候選人辯論部分，公民所關心的議題與候選人所關心的議題呈現落差。

　　本研究將議題變項經過因素分析加以分類，以及依議題、陣營、時間進行分類，研究發現，謝長廷與馬英九兩位候選人在部分議題上均達到顯著效果，顯示跨媒體議題設定在內容與數量上都產生了相當程度的影響。

During the 2008 ROC presidential election, 4 newspapers and 1 news agency partnered with Public Television Service’s PeoPo news platform to create the first nationally televised presidential debates where citizens interrogated the candidates via video questions posted to the Internet. As campaign weblogs or blogs became a necessary feature of election activity , the Internet actually became an important tool for political campaigning in the 2008 presidential election when more and more candidates, vying for the presidential candidates websites. The creators of these debates claimed their novel use of Internet technology “ask presidential candidate what you want to know.” This study examined the relationship between the candidate political ads and newspaper report were successful in influencing the issue and news agenda during the 2008 presidential election. Also examined the relationship between online citizen inquiry and newspaper report, and explores ownership perceptions. Data showed correlations between political ads and newspaper report. Citizen inquiry did not correlate with the candidate debates. The citizen inquiry were designed expressly to engage citizens in the campaign dialogue, and specifically to engage citizens who are frequent users of PeoPo what to ask presidential candidates face to face. Cross- lag analysis showed that the media the candidate agenda, to examine the effects of viewing the presidential debates, and particularly the debates’ influence on political advertisement, news reports and citizen inquiry.

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三、媒體部分
中國時報《社論》（2008年3月23日）。以謙卑之心面對台灣的主流民意。中國時報A2版。
中國時報《社論》（2004年2月3日）。別讓電視辯論一再破局。台北：中國時
報A2版。
中國時報《社論》（2004年2月17日）。第二次會不會比第一次好。台北：中
國時報A2版。
中時民調中心（2008年2月25日）。總統大選首場辯論 本報最新民調 馬49
　％ 謝23％ 支持度均升。台北：中國時報A1版。
王榮璋（2004年2月18日）。拿回辯論會主導權。台北：中國時報A14版。
民眾日報（2008年2月25日）。公民提問人　不滿回答深度。高雄：民眾日報
第3版。
林淑媛（2008年3月23日）。學者：兩岸與經濟 馬勝選主因。台北：經濟日
報A6版。
林諭林（2008年2月24日）。馬　找分身建題庫沙盤推演。台北：中國時報A6
　版。
李順德（2011年6月3日）。當年，馬蕭募6.7億　謝蘇4億。聯合報A2版。
邱天助（2008年2月24日）。真理真的越辯越明？台北：中國時報A19版。
吳父鄉（2011年4月5日）。微博　中共官員必修課。台北：聯合報A11版。
張怡文（2011年3月25日）。謝長廷：等蘇道歉等3年。台北：時報周刊1727
期，頁30- 32。
徐如宜、張念慈、翁禎霞、吳佩玲（2011）。一圓記者夢　社大媒體課班班額滿。
　台北：聯合報A7版。
黃健群、劉怡寧（2008年2月25日）。審議民主　尚待更落實。台北：中國時
　報A15版。
黃瑞弘（2008年3月23日）。綠營：莊國榮事件 謝民調掉百分之六。中央社。
黃瑞弘（2008年3月22日）。謝長廷議題砲火雖猛 難敵八年執政總檢驗。中
央社。
黃哲斌（2010年12月22日）。社群網戰與選舉想像。台北：財訊361期。
陳澄和、朱小明（2008年3月24日）。美聯社：藍軍大勝 甜蜜復仇 全球媒體
　顯著報導 強調馬壓倒性勝選 有助台灣振興經濟 並改善與美、中的關係。
　聯合報A19版。
張芳明（2008年3月23日）。日媒大幅報導馬英九勝選　高度肯定台灣民主。
　中央社。
陸以正（2008年2月25日）。口水少政策多　辯論新典範。台北：中國時報
A15版。
蔡慧貞（2008年2月24日）。謝　以貼近年輕族群為訴求。台北：中國時報A6版。
顧恆湛（2008年3月22日）。學者：綠支持者投票率低 藍支持者危機感高。台北：中央社。
聯合晚報（2010年10月25日）。電子投票時代降臨，安全憂慮上升。台北：
聯合晚報2版。
聯合報社論（2008年2月25日）。馬謝辯論：難道只靠一張嘴就能當選？台北：
聯合報A2版。
聯合報社論（2011年3月20日）。日本地震震出台灣媒體一堆問題。台北：聯
　合報A2版。
聯合報社論（2011年4月1日）。談兩岸，不必標新立異。台北：聯合報A2版。
聯合報系民意調查中心（2008年2月25日）。辯論表現 54%讚馬　21%誇謝。台北：聯合報A1版。

四、網路部分
Lenhart, A., & Fox, S., (2006). Bloggers.
http://www.pewinternet.org/PPF/r/186/report_display.asp(檢索：2010年11月20日)
Pew Internet & American Life Project, 2005.
http://www.pewinternet.org/(檢索：2011年1月15日)
Rosy Cellan- Jones on virtual democracy
http://blogs.reuters.com/great-debate-uk/2010/03/17/rory-cellan-jones-on-virtual-democracy/ (檢索：2010年12月13日)
TWNIC（財團法人台灣網路資訊中心）http://www.twnic.net
(檢索：2010年10月12日)
黃東益、李仲彬（2008）。＜電子化政府使用與政府信任：台灣的個案研究＞。
　http://web.thu.edu.tw/g96540001/www/taspaa/pdf/061.pdf
(檢索：2010年12月21日)
蕭元哲（2004年9月）。〈台灣電子化民主社會之展望與挑戰:政策觀點〉。台灣電子化民主新趨勢研討會，地點：高雄國賓飯店。
http://www.rdec.gov.tw/public/Attachment/512017203671.pdf
(檢索：2010年12月21日)
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