This study examines the impact of cable television on Taiwan's election campaign strategies, the implications of political affiliation/ownership of cable television for political campaigns and cable's role in Taiwan's democratization process. The results show that cable has provided an alternative platform for the opposition parties and encouraged the emergence of rational politics in Taiwan. More campaign media budget has been allocated for this emerging political medium, campaign candidates and staff are taking a proactive role in expending their cable airtime, especially in popular political call-in/debate programs, and the nature of the cable political programming is fostering more issues-based campaigns.
Ainslie, P. (1988) `Politicizing the Wire: The Appeal of Cable as an Advertising Medium', pp. 123-124 in J.L. Swerdlow (ed.) Media Technology and the Vote: A Source Book. Washington, DC: North-western University.
2.
Arterton, F.C. (1993) `Campaign 1992: Strategies and Tactics of the Candidates', pp. 74-109 in G.M. Pomper (ed.) The Election of 1992. Chatham, NJ: Chatham House.
3.
Bare, J. (1992) Case Study - Wichita and Charlotte: The Leap of a Passive Press to Activism', Media Studies Journal6(4): 149-162.
4.
Brain (1996) `Television Stations Advertising Income in Taiwan', 242 (June): 35.
5.
Brain (1997) `Television Stations Advertising Income in Taiwan', 254 (June): 37.
6.
CNA (1997) `KMT to Switch Off One of its CATV Stations', (February 19). Central News Agency (CNA) Online News February: URL: http://ww10.sinanet.com/news/
7.
Frantzich, S. and J. Sullivan (1996) The C-SPAN Revolution. Norman: University of Oklahoma Press.
8.
Gaziano, C. (1988) `Effect of Newsroom Management Styles on Journalist: A Case Study', Journalism Quarterly65(4): 869-880.
9.
Government Information Office (1998) The Yearbook of the Republic of China (online): URL: http://www.gio.gov.tw/info/yb97/ (printed on 1 May 1998).
10.
Graber, D. (1988) Processing the News, 2nd edn.New York: Longman.
11.
Hellinger, D. and D.R. Judd (1991) The Democratic Façade. Belmont, CA: Brooks/Cole Publishing Company.
12.
Hertsgaard, M. (1988) On Bended Knee: The Press and the Reagan Presidency. New York: Farrar.
13.
Jamieson, K.H. (1996) Packaging the Presidency: A History and Criticism of Presidential Campaign Advertising. New York: Oxford University Press.
14.
Lei, P.Y. (1992) `Shueng ju mei tee chang, dee si tai da chuan lien' (Media Campaign, Operators of the Fourth Channel are Cooperating), China Evening Times, 2 August: 2.
15.
Lei, P.Y. (1993a) `Shin wen ju: Dee si tai shueng ju wu tong' (GIO: Don't Move, the Fourth Channel [During Campaigns]!), China Evening Times19 November: 2.
16.
Lei, P.Y. (1993b) `Ho shueng jen jen tsa bien lueng, shian kong wei shing tai shiao bwau' (Candidate's Policy Debate, Hong Kong Satellite Station Initiates the Broadcast)', China Evening Times23 November: 2.
17.
Lei, P.Y. (1995) `Mei tee kai fung, cheng tang jen duo dee pang' (The Media Are Opening Up, the Political Parties are Striving for the Market)', China Evening Times4 June: 20.
18.
Leslie, A. (1993) `Interactive TV Holds Promise But That's All', The Reuter Business Report10 June: 6.
19.
Lin, Y.F. (1994) `Yiu sheng dien shih shin wen Tai te shueng ju shin wen feng shih' (Analysis of Cable TV Campaign News: A Case Study of Tai-chung Democratic CATV and Yun-chung Cable Station), unpublished MA thesis, National Traffic University, Taiwan.
20.
McCombs, M.E. , E. Einsiedel and D. Weaver (1991) Contemporary Public Opinion: Issues and the News. Hillsdale, NJ: Lawrence Erlbaum.
21.
Pang, W.J. (1995) `Lee wai shueng chang huaen lei tai, dien tsee mei tee da te hoa je' (New Platforms for the Legislative Election, Electronic Media Are the Hottest), United Daily News16 October: 4.
22.
Public Officials Election and Recall Law (1994) Ministry of Interior, the Republic of China.
Schramm, M. (1963) `Communication Development and the Development Process', pp. 30-57 in L.W. Pye (ed.) Communication and Political Development. Princeton, NJ: Princeton University Press.
26.
SRT Report (1997) `Cable Subscription Rate in Taiwan', Satellite and Cable TV GuideJune: 24.
27.
Statistical Yearbook of Ministry of Interior in the Republic of China (1996).
28.
Trufelman, L. (1988) `Audio/Visual Targeting through Cable Television', pp. 26-28 in Joel L. Swerdlow (ed.) Media Technology and the Vote: A Source Book. Washington, DC: Northwestern University Press.
29.
Wang, J.C. (1994) `Cheng tang wen tee bao dao yu shin wen Lueng lee' (Media Coverage of Partisan Issues and News Ethics), Tai da shin wen lueng tang (Journalistic Forum of Taiwan University)1(1): 26-37.
30.
Weaver, D.H. , D.A. Graber, M.E. McCombs and C.H. Eyal (1981) Media Agenda-Setting in a Presidential Election: Issues, Images, and Interest. New York: Praeger.
31.
Wu, J.S. (1995) Taiwan's Democratization: Forces Behind the New Momentum. New York: Oxford University Press.
32.
Wu, Y.S. (1989) `Marketization of Politics: The Taiwan Experience', Asian Survey29(4): 382-400.
