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        The Linkage Between Issue Ownership Perception and Campaign Advertising: A Case Study of the 2012 Taiwan Presidential Election

        Yu, Eric Chen-hua,Hsu, Pei-chen Center for Asian Public Opinion ResearchCollaborat 2019 Asian journal for public opinion research Vol.7 No.1

        Assuming that a political party has a strong incentive to gain votes via issue setting as part of its campaign strategy, this study utilized a Web experimental survey to explore the extent to which three issue-related campaign advertising strategies - namely, issue ownership, issue convergence, and issue trespassing - affected voters' perceptions toward parties' issue-handling capabilities. Our empirical results show that issue ownership perceptions exist in Taiwan. In the 2012 Taiwan presidential election, as issue ownership advertisements may reinforce voters' beliefs regarding parties' issue-handling capabilities, issue trespassing advertising may improve a party's image on the disadvantageous issue dimension. At least our data shows that the Kuomintang's (KMT) advertisements have both effects.

      • KCI등재

        Who Wants Checks and Balances? Endogeneity of the Balancing Perspective

        Yu, Eric Chen-Hua,Huang, Chi,Hsiao, Yi-Ching Center for Asian Public Opinion ResearchCollaborat 2015 Asian journal for public opinion research Vol.2 No.3

        The premise of the intentional model of split-ticket voting is that some voters split their tickets simply because they prefer divided government and believe in constant "checks and balances." This article examines whether this premise stands firm in an emerging democracy like Taiwan. That is, by using survey data in Taiwan, we explore whether one's attitude toward divided or unified government is "real." We hypothesize that a citizen's attitude toward "checks and balances" is subject to change, and conditional on whether her preferred party is in power. Specifically, we speculate that a citizen would tend to hold the balancing perspective or favor divided government, if her preferred party is in opposition. However, if her preferred party becomes the ruling party, she would be more likely to oppose (hold) the balancing (non-balancing) perspective or favor unified government. We then utilize panel survey data embedded in Taiwan's Election and Democratization Studies (TEDS) to verify our hypothesis.

      • KCI등재

        The Linkage Between Issue Ownership Perception and Campaign Advertising: A Case Study of the 2012 Taiwan Presidential Election

        Eric Chen-hua Yu,Pei-chen Hsu 충남대학교 아시아여론연구소 2019 Asian journal for public opinion research Vol.7 No.1

        Assuming that a political party has a strong incentive to gain votes via issue setting as part of its campaign strategy, this study utilized a Web experimental survey to explore the extent to which three issue-related campaign advertising strategies—namely, issue ownership, issue convergence, and issue trespassing—affected voters’ perceptions toward parties’ issue-handling capabilities. Our empirical results show that issue ownership perceptions exist in Taiwan. In the 2012 Taiwan presidential election, as issue ownership advertisements may reinforce voters’ beliefs regarding parties’ issue-handling capabilities, issue trespassing advertising may improve a party’s image on the disadvantageous issue dimension. At least our data shows that the Kuomintang’s (KMT) advertisements have both effects.

      • Is All Politics Local?

        Kah-yew Lim,Eric Chen-hua Yu 한국지방정부학회 2010 한국지방정부학회 학술대회자료집 Vol.2010 No.11

        This paper analyzes the extent to which performances of the national and local governments could shape local election outcomes. Specifically, we use two waves of the survey data of Taiwan’s Elections and Democratization Studies (TEDS) to explore whether one’s assessments of the local and central governments’ performances affect his/her choice between county magistrate/city mayor candidates. Our findings verifies three hypotheses suggested by the previous literature: first, voters with positive assessment of the local government’s performance are more likely to vote for incumbent; second, local elections can be regarded as referenda on the central government; and third, in local elections, the impacts of local/central government approval ratings on vote choice depend on whether the elections are open seat contests or incumbent races.

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