ȋˏ͍͠ˡ݀ȍ ᧧୲⏧ ͍̚ˑˏμਕ᧧୲ȵᅊʛՏɐࢀ ⏃American-Style Campaigns: Problems of Media-Centered Elections⏆ యఠ߂ϺᬚዀᨆԸఠஐǶմǶऩǶٮǶেǶǶ ɻɍʠɴ Ƕː͎͟ˢɳȱɀʴ᧧୲ɮ͎̙˒ːɺᬠѥ˂ᠶɎʴɺȶೣዣɺᇿᇕɬȢʴǺ᧧୲˾̛͆̑ ⏃᧧୲ CM⏆ɳћࡔɋɜ᧧୲ʥǸɘʵ˂ȪʙȻգᅎɏʴ᧧୲˲ͱ˶̉͢ͱ̛ɺ༎֪ɱɯ ɳᢒਐɈʵʴ ȋː͎͟ˢ݀᧧୲⏃American-style campaigns⏆ȍɺॻɳɼǸː͎͟ˢɺ᧧ ୲ȶ͎̙˒ːɮέخՕɬȢʴɮȥȪϟࡸȶȢʴ⏃e.g., Thurber and Nelson, &##*⏆Ǻೣዣɬ ɼǸː͎͟ˢɺ᧧୲ɳȱȥɪǸ᧧୲ɺμɳ͎̙˒ːȶеᒞɋɪȥʴϟࡸɮɘɺᔘಕ ˂ՕഓɋɜȪȮɬǸకؒ֓ɺ៎ဣɱɯȳʯǸǽɱکᰍဣ˂୭ɋɜȥǺ ␆ǵȋ͍̚ˑˏˁμਕɭɐʳ᧧୲ȍ ⏃Media-Centered Campaigns⏆ Ƕː͎͟ˢɬɼǸᬏॷǸ᧧୲ɺμɳ͎̙˒ːȶȢʴǺː͎͟ˢɺ᧧୲ȶ͎̙˒ːћ ࡔႥɬȢʴဣɼǸ๘िɱɯɺܕɺ᧧୲ɮປᥒɋɜປᥒక˲̡͉͕ˮͼ˺͙ͱድȶԊ ᦲɋɪ୭ɋɪȥʴ (Hallin and Mancini &##*; Esser, Frank and Pfetsch &##*; Semetko, et.al. %44#)Ǻعድɬɼ ȋː͎͟ˢ݀᧧୲ȍɮɼǸ ȋ͎̙˒ː˂μਕɮɏʴ᧧୲ ⏃mediacentered campaigns⏆ ȍ ɮʔʕؾᒶɮɋɪьʻʵɪȥʴǺ Ƕː͎͟ˢɺ߂ᐏ᯿᧧ɳǸ̗̱ͣɺ᧧୲˾̛͆̑ ⏃᧧୲ CM⏆ȶࢷԂɈʵɜɺɼǸ%4,&ॷɬ ȢʴǺॷؾɺ᧧୲ɬɼǸԊٮӾɺ̞˖ͪ˔̛ː˔̃ͱ̪ͪͼ ⏃Dwight Eisenhower⏆ɮ ςӾɺː̞ͣ˔˾̗˒ͼ̷ͱ̆ͱ⏃Adlai Stevenson⏆ɺȥɒʵɺҌជʡǸςࠨɮ႒ѝ ɺکᰍɱɯ˂᠌ɋȢȪɮȥɣɜෑʟɪ՟ᇕɱྲՏɺ᧧୲˾̛͆̑˂ըсɋǸఔɋɜǺ ɘɺǸ̗̱ͣɺಔؖɮȥȪИʡଝШɣɪǸ̗̱ͣ᧧୲˾̛͆̑ɼຘ܌ɺ᧧୲Ɇɮɳވ ȮᐚɀɪȥʴǺჼܧɬɼςԊٮθҌជɺ᧧୲˾̛͆̑ɺਝᨢɬᦽ˄ɬȥȻɺȶΥᖔᇕ ɱ᧧୲ɮɱɣɪȥʴ⏃Jamieson %44.⏆Ǻ Ƕ߂ᐏ᯿᧧୲ɳȱɀʴᐵᢹᅎɺμɬǸঃٚ˂μਕɮɏʴ͎̙˒ːᢹᅎɺւغɼǸʔʕ⏟ւ ˂װʟɪȥʴ⏃Wayne &##2,.*⏆ǺʙɜǸɃɺႥɼᦹ᧷ᡴ୲᧧ڊɳɥȥɪʡǸʔʕаᦲɣ ɪȥʴ⏃Herrnson &##0,2(-2*⏆ǺӯǽǸː͎͟ˢɺకɬɼጓ༎֪ɮ᧧୲ᣂᩆ˂Օɀʴ ɃɮɼȢʙʲɋɱȥɜʟǸకᣂᩆɮɼɘɺʙʙȋ᧧୲ᣂᩆ⏃campaign finance⏆ȍ˂ઝ٢ ⏎⏖⏎ ɋɪȥʴǺɃɺᣂᩆɺμਕȶ͎̙˒ːࢪፑᢹᅎɬȢʲǸ .#ɺ᧧୲˾̛͆̑ɺсଁᢹᅎɮ ɋɪହάɈʵʴǺΥɬ᧧୲ɳȱɀʴ᧧୲˾̛͆̑ɺ֓ވɼǸณᓔɮɺሁஞɺஞ៘ȶ ཝɏʴɃɮ˂ઝ٢ɋɪȥʴǺɃɺʮȪɳǸː͎͟ˢɬɼؑ.#ॷᬚǸณᓔɮҌជᓔɺஞ ဣ ⏃˔ͱ̉ͼ̵˚ͼ˾⏆ ɼ๖ፀɳǸ႒ჿᇕɱஞ៘˂Ыʻɱȥ̗̱ͣ˂Ђɋɪɺʡɺɾȳʲɳ ɱɣɪɋʙɣɜǺ ǶɬɼǸɱɖǸː͎͟ˢɬɼ͎̙˒ːȶ᧧୲ɺμਕɮɱɣɪȥʴɺɝʷȪȳǺɘʵɳ ɥȥɪǸೣɺ᧧୲ɮປᥒɏʴɮǸǽɱჿᅓȶʜȮɪȻʴǺʙɒǸፀ⏖ɺჿᅓɼǸː͎ ͟ˢɺ᧧୲ɺغݭǸೣɳປʐɪǸ᧧୲ɳȱɀʴకӾɺ৲ւȶࢸɈȻǸ ȋҌជᓔμਕɺ᧧୲ ⏃candidate-centered campaign⏆ ȍɮɱɣɪȥʴဣɬȢʴǺʡɟʷ˄Ǹː͎͟ˢɺ᧧୲ʡ కӾᬚɺȥɬȢʴɃɮɼೣɮؾɎɬȢʴǺː͎͟ˢɬɼݜೣᇕɳʔɮ˄ɯɺ᧧୲ȶࢸ ᧧୲ךըɬȢʲǸԊٮӾɮςӾɮȥȪకӾɯȪɋɺȥɳɱɣɪȥʴɜʟǸ০ΫɼకӾ ɯȪɋɺጫϝɺүᯆɼȥǺɋȳɋǸ᧧୲ɳᬠɋɪɼǸకӾȳʯႶጓɋɱȶʯǸҌជᓔȶ ҅Ϻᇕɳ᧧୲֪ᏼᑩ˂сʴɺȶː͎͟ˢకɺШᐏɬȢʴǺҌជᓔɳɮɣɪ᧧୲ɺໆʟ ଝɮɱʴɺȶǸᕶՕᕶ᤹ɺ˔͎ͼ˼сʲɬȢʲǸ᧧୲ɺ߂ɺ۬ȶǸ᧧୲˾̛͆̑˂ μਕɮɏʴ͎̙˒ːᅭɬȢʴǺʙɜǸ᧧୲ɺ᭬ǸҌជᓔɼకӾȳʯ؝ɀʴஹ֖ʡᭉʯʵ ɪȥʴǺ ǶకӾȳʯɺᣂᩆᇕஹ֖ɳɥȥɪɼǸ%42#ॷБץȳʯǸకӾೣᨆɳ̹ͼ͢Ɉʵɜ̵̛̆ ⏃hard money⏆ ͈̥ͼ ⏃soft money⏧ᦹ᧷᧧୲ᣂᩆɬࡴʟʯʵɜᩆ ǶǶ ̪ͼ̞͈̥ͼ ɮ٧ɾʵʴ ǶǶ ГɺకӾ༎֪ᢹᅎؿᇿɱɯɺᩆ⏆ȶǸך୲᧧عɺҌជᓔɺ᧧୲ɳь ʻʵʴɮȥȪៀըɺାɀዴ˂գᅎɋɪɺ᧓ɏʵɏʵɺဤȶᇿጓɣɜɜʟǸకӾȳʯҌ ជᓔʎɺ ȋఌஹȍ ʡވȮɪȥɜǺɋȳɋǸ̵̛͈̥̆ͼȶకӾೣᨆȳʯ᧰ӯɈʵɜɮɋɪʡǸ ᧧୲֪ȶҌជᓔ᭐ۊμਕɬʻʵʴϟࡸɼʻɣɪȥɱȥǺ᧧୲ᣂᩆɺఒᯊɬ&##*ॷ ɺᦹ᧷᧧୲ȳʯɼǸ᧧୲ɳȱɀʴ̵̛͈̥̆ͼɺգᅎȶ߂३ɳըᭉɈʵɜǺɘɺାɀዴɮ ɋɪ᧧୲ఒᯊɺ৾ɬʡៀըɺࢪᢒɳɱʯɱȥǸȥʻʩʴ,&0кȶҌជᓔɳʻʲǸ ҌជᓔɮɼᇕɳɼሁஞᬠѥɋɱȥȶǸࡸ᭬ɳɼ႕ࡴɺҌជ˂ఌஹɋɪȥʴǺ&##*ॷ᧧୲ ɬǸςӾɺ߂ᐏ᯿Ҍជɝɣɜ˼͙ͱˮ͟ͼɺ̛̟̽͋ϝಁɺ֪˂ᯃᮑɋɜ ȋ˾˔ ̵̛̈́ͼ̛̗̽͝ͱ˿ ⏃swift boat veterans⏆ȍɺ᧧୲˾̛͆̑ɼ,&0кɺ᧧୲˾͆̑ ̛ɺμɬʡǸᯃ।ɳᘿؿɬȢʴǺ(Hosenball, Isikoff, Bailey and Campo-Flores &##*)Ǻ ̵̛͈̥̆ͼɳɋʷǸ ,&0кɳɋʷǸ৾ɺങᏼʜɺȳʯҌជᓔɺ͎̙˒ːᅭ˂ఌȮ ɪȸɜǺ Ƕː͎͟ˢɬɼ͎̙˒ːȶ᧧୲ɺμਕɮɱɣɪȥʴፀ⏗ɺჿᅓɼǸː͎͟ˢɺغݭǸ ೣɳປʐɪǸ̗̱ͣʥ͝˼˟Ǹ˔ͱ̉ͼ̛̥̑ɱɯɺ͎̙˒ː˂ьȪ᧧୲ɳࢪɏʴៀը ȶᑃʥȳɬȢʴɜʟǸ͎̙˒ː˂ьɣɜ PR ˂߂ǽᇕɳȪɃɮȶɬȸʴဣɬȢʴǺೣ ⏎⏗⏎ ɺغݭǸჼܧɺԇᓷ᧧୲ɬɼǸҌជᓔ҅Ϻȶ᧧୲ԇኍೝᬚμɳ᧧୲˾̛͆̑˂ரњɏʴ ɺɼᇕɳᮑɋȥǺʙɜǸೣɺకӾɺ˾̛͆̑ɳᬠɋɪʡៀըȶȥɜʟǸԍкᇕɱక ፑ˂يʝɃɮȶɬȸɒǸ ȋ˔͎ͼ˼̱̙˟ȍɺʮȪɱ˾̛͆̑ɾȳʲɮɱɣɪȥʴǺɈʯɳ ೣɬɼǸ᧧୲ԇኍೝᬚɳ႕ࡴɺҌជɳࢪɋɪ PR ɮɱʴʮȪɱ᧑ݬɼǸԇᓷ᧧୲᧓ؙ ɮɱʴǺɘɋɪǸ؏ɋȥៀըɺɜʟɳǸҌជᓔ˂ PR ɏʴ͎̙˒ːɮȥȮɾǸؿմɝɀ˂ ᦹ٧ɏʴࡺˢͼʥǸᅙΥᇕɬᯆᇐʜɳȳɀʴȋకឿఔᦢȍǸᰑԠሎɝɀɬ߂ȸɈʡᢺʴഖ ధʡݭଘʡᭉʯʵɪȥʴ ȋ᧧୲͆˾̉ͼȍȶμਕɬȢʴ⏃ԇᓷ᧧୲%,%ȋᐁఔᦢȍǸ%,& ȋȢȥɈɥ˂ᇿᇕɮɏʴషঃٚɺኧȍɱɯ⏆Ǻ Ƕː͎͟ˢɬʡȳɥɪɼǸ ȋ̵˚ː̥˾̞˩̛͟ͱ⏃ԇհ⏧fairness doctrine⏆ȍɳݜ ɨȸǸԊٮςθӾɺҌជᓔɳࢪɋɪؾɎᩄɺ˂᧑ݬᒶ֭Њɀʴ ȋ˔˲ͼ̉͢˔͋ៀ հ ⏃equal time rule⏆ ȍȶȢɣɜȶǸៀըᑃٮɬ2#ॷБɳ༥ྙɋɪȥʴǺʙɜǸː͎͟ˢɺ غݭɳɼǸ᧧୲˾̛͆̑ɺԒࢅɳᬠɋɪʡៀըɼᑃȥɜʟǸ᧧୲˾̛͆̑ɺμɬǸሂଝ˂ ෑጩɳᒡ҉ɏʴ̥ˣ̗˒̷˦͒ͱ̀ͼͱ⏃negative campaigns⏆ʡΥᖔᇕɬȢʴǺɈʯɳǸ ៀըȶᑃʥȳɱɺɼǸ᧧୲᧑ݬʥ᧧୲˾̛͆̑ɝɀɬɼɱȥǺ%44&ॷɺ߂ᐏ᯿᧧ɬǸԊٮ ςȥɒʵɺӾɳࣚɈɱȥҌជᓔɮɋɪɼǸȳɥɪɱȥʔɯҫ᬴ɋɜͥ˾̀ͥͼ ⏃Ross Perot⏆ɼ(#Օɺᅱᏼങ˂ԃᎦɺ࣌عȳʯᣘԂɋǸᕶʯՏྲɏʴȋ˔ͱ̵˞͈ͼ˺͒͢ ⏃infomercial⏆ȍ˂ரњɋǸ̀ͥͼᕶ᤹ȶ̭̥͢˂୫ɣɪܕɳᕶՕɺకፑ˂ᠦ౩ɋɜǺ &##2ॷ߂ᐏ᯿᧧୲ɬɼ˟̬͈ɼ̞˦͕͎ͱ̉͟ͼ̉̑̎ɬ̷̑˺͕కณɺᐁཕకፑɺ߉క ɱɯ˂ଫՠɏʴ ȋ˔ͱ̵˞͈ͼ˺͒͢ȍ ˂ரњɋǸଁɺᲞɈʥែᓵᓔధɺɈȶ᠌ᰍɮ ɱɣɜ ⏃Carter &##2⏆Ǻ Ƕː͎͟ˢɬʡǸȳɥɪɼ᧧୲༎֪ɮȥȮɾǸҌជᓔ᭐ۊɺକաکʥҌជᓔɺకӾςҼ ɺᮃЦ ⏃ೣɺጓЦྲᠦЦɳሂয়⏆ȶμਕɝɣɜǺʙɜǸ̗̱ͣȶಔؖɋɪȥɱȳɣɜ&#γ ᏛɺץɾɆʷʙɬɼǸ߂ᐏ᯿᧧୲ɮȥȮɾǸҌជᓔ᭐ۊȶ՞˂ҏʲȸʲǸԃᎦ˂ܩعʙ ʻʲǸҪᱣɆɮɳҌជᓔȶྲᠦɏʴȋ᧧୲ਸ਼⏃election express⏆ȍȶᕶՕɺ PR ɺ߂ ɺଝຍɝɣɜǺჼܧɬʡǸ߂ᐏ᯿Ҍជȶࢭᅎɺᰧล˂̎͒ͼ̉ͼɋɪԃᎦ˂ᧉᠦɏʴШ ᐏȶɣɪȥʴʡɺɺǸ ȋ᧧୲ਸ਼ȍɮɼ߂ȸȻઝ٢غȥȶԃȻᅵɱɣɪȥʴǺɮȥȪɺʡǸ ȋ᧧୲ਸ਼ȍ ɼณᓔɳሁஞஞɏʴଝຍɝɣɜȶǸჼܧɺᰧลᧉᠦɺغݭɼǸᧉᠦɘɺʡ ɺ˂ШȮʴ˒̙͎᧑ݬعːكɀɳྲՏɈʵɜȋ͎̙˒ː˔̽ͱ̛ȍɮɱɣɪȥʴǺҌជᓔ ɳɮɣɪǸᩂឹɱɺɼ̡̗̱͕ͣͼ˾ɺែᓵᓔʥృᓬɺᠧᓔɬȢʲǸሁஞ᠌ɋȳɀʴณ ᓔɼɘɺ̡͕ͼ˾ɺμɺʔ˄ɺ ŋࢸ᧑ԍŌ ɳȺɱȥǺː͎͟ˢɬɼǸɃɺʮȪɳǸ᧧୲ ֪ɘɺʡɺȶ ȋ͎̙˒ː˔̽ͱ̛ȍɋɪȥʴǺҌជᓔɳɮɣɪɼǸ̗̱ͣ˂ᦲɎɪɬɼ ȢʴʡɺɺǸȻɺณᓔɳ PR ɏʴɃɮȶɬȸǸଝɣʲȥǺ Ƕː͎͟ˢɬɼ͎̙˒ːȶ᧧୲ɺμਕɮɱɣɪȥʴፀ⏙ɺჿᅓɼǸ᧧୲ɳȱɀʴ͎ ⏎⏙⏎ ̙˒ːɺᩂឹਸȶᲞʙɣɜɮȥȪϟࡸȳʯ༐ᅊɋɜ ȋ᧧୲ᅋ⏃campaign industry⏆ȍɺ᭠ ᇵɬȢʴǺ᧧୲ᅋɮɼǸ᧧୲ࢭᬐɺγᠶᠭീЦǸ᧧୲ː̞̬˔˷ͼǸ᧧୲˾̛͆̑˂ ըсɏʴঃٚЦɱɯ˂୭ɏǺɃɺȪɟǸγᠶᠭീЦǸ᧧୲ː̞̬˔˷ͼɼకɺᨊɬ Ȣʴͪ˺ͱ̛ͱɺٞᦇɳᮃμɋɪȥʴ ⏃ঃٚЦɺɼǸЈɺ߂ଝɺঃٚЦɮɮʡɳǸ ̡͕ͼ͛ͼ˩ɺ͈˼̆ͱɳೣ˂෯ȮɪȥʴЦȶȥ⏆ǺೣɬɼʙɝǸ᧧୲ᅋɮ ȥȮʴʮȪɱʡɺȶࡔܧɋɱȥǺёȮɾǸకӾ˾̛͆̑˂য়ɏʴ߂ଝБჿɺغݭǸգᇰ ȶᭉʯʵɪȥʴɜʟǸዩෑᇕɳϟ˂ୟ߂ɏʴࡎɼȢʙʲɱȥǺː͎͟ˢɺ᧧୲ᅋȶ ೣɺకӾ˂ฌᇕɳϟୟ߂˂ႰɣɪȥʴʡɺɺǸೣʎɺೣൔؒԂɳɼʙɝǸಁᬚȶȳ ȳʴȳʡɋʵɱȥǺ ǶɃʵʙɬ୲ɂɜ⏙ɥɺჿᅓɳ֓ȮɪǸɘɺЈɺకᇕႥɺेʡː͎͟ˢɳȱɀʴ᧧୲ ȶ͎̙˒ːћࡔ˂ཉʟɪȥʴឹ܍ɮɱɣɪȥʴǺёȮɾǸకᇕɱሾؿɺжɈ˂ជ ȪଝຍɮɋɪǸː͎͟ˢɬɼ͎̙˒ːȶᅎɈʵɪȸɜǺ̷̑˺͕մ߂ᐏ᯿ʥǸ˴ː ӯտ߂ᐏ᯿ɺʮȪɳǸː͎͟ˢɳʡؿɱϠγᡴڊɼȥʴʡɺɺǸೣʔɯɼȻɱȥǺ ɘɺɜʟǸܩᅱሊᯓɮȥȪ ȋΪ̬ͱȍ˂୫ɜɱȥံؿҌជɬʡǸ͎̙˒ː˂Ȫʙ ȻȪɃɮɬǸؿմ˂ެʲǸሾؿ˂ᲞʟǸ᧧୲ɬҫ᬴ɏʴɃɮʡخᔨɬȢʴǺံؿҌ ជȶ᧧୲ɳଠɣɪՏʴ̪ͱ̙˒ɼǸ͎̙˒ːɬɺᮮՏɬជȪɃɮȶɬȸʴɮȥȪʻɀɬ ȢʴǺɈʯɳǸᎦɺక PR ɺШᐏɺेʡ߂ȸȥǺёȮɾǸ ȋៜʻɶȶᖽȍɺೣɳ ປʐɪǸː͎͟ˢɺغݭǸ᧧୲ɬɺᕶैςɼೣʮʲʡɋȻǸៜᘽ˂ϯʻɋɪఓᇕ ɳሂଝɮʥʲȢȪᓃીʡࡴመɋɪȥʴǺ Ţǵȋˏ͍͠ˡ݀᧧୲ȍȵᅊʛՏɐࢀ Ƕ ȋ͎̙˒ː˂μਕɮɏʴ᧧୲ȍ ɬȢʴȋː͎͟ˢ݀᧧୲ȍɼǸǽɱࢀ˂ᅊʜՏɋɪȥʴǺ ɃɃɬɼǸ⑴᧧୲ᅋɺ᭠ᇵɮ᧧୲ᢹᅎɺᲞ᱿Ǹ⑵Ҍជᓔɺڃеɮకؒ֓ɺکᰍǸ⑶క ӾԃкɺКɺॕᚚǸ⑷˦ͱˬ͎ͼˢͼɏʴ͎̙˒ːǸɺ⏜ဣɳɥȥɪᠶɎʴǺ ⑴ ᧧୲ᅋɺ᭠ᇵɮ᧧୲ᢹᅎɺᲞ᱿ ǶմᦚɺʮȪɳǸ ȋː͎͟ˢ݀᧧୲ȍɬɼǸకӾɬɼɱȻǸعҌជᓔȶႶᕶɳ᧧୲˂ ȪҌជᓔμਕ᧧୲ɬȢʲǸعҌជᓔɼɘʵɚʵȶ᧧୲˲ͱ˶̉͢ͱ̛˂ᮄɣɪȥ ʴǺː͎͟ˢɺ᧧୲ɺغݭǸ᧧୲ᅋɳᰉʴɃɮȶɱɀʵɾয়᧧ɼᮑɋȻǸ˔͎ͼ˼ сʲȶᩂឹɮɱʴ҅Ϻ᧧୲˂ȪΫɬǸ̹ͥɺྲՏɼέخ๕ɮɱɣɪȥʴǺɋȳɋǸ ɯɺҌជʡ᧧୲ᅋ˂գᅎɏʴɮȥȪɃɮɳɱʵɾǸ᧧୲ɳᰎɺᣂᩆȶȳȳʴႥ ȶᅊʙʵʴǺɈʯɳǸ᧧୲˲ͱ˶̉͢ͱ̛ɺͣ̽͢ȶΫȶɣɪȥʴɜʟǸ᧧୲ ɼɈʯɳॄʜɳɱʴǺɃʵȶɈʯɱʴ᧧୲ᅋʎɺћࡔ˂ᅊʜՏɋɪȱʲǸ᧧୲ᅋ ⏎⏜⏎ ʎɺћࡔȶᦽʟɾǸɈʯɳᢹᅎȶᘎ߂ɳɱɣɪɋʙȪǺћࡔɋɱɀʵɾ᧧୲ɳ֯ɪɱ ȥɜʟǸҌជᓔɳɮɣɪɼ᧧୲˲ͱ˶̉͢ͱ̛˂գᅎɔɉʴ˂ɱȥǺ᧧୲ᢹᅎɼɈ ʯɱʴᲞ᱿˂ᐚɀɪȥʴᔘಕɳɼǸɃɺʮȪɱ᧧୲ᅋɺ᭠ᇵȶȢʴǺ ⑵ Ҍជᓔɺڃеɮకؒ֓ɺکᰍ Ƕ ȋ͎̙˒ː˂μਕɮɏʴ᧧୲ȍ ɬɼҌជᓔɺڃеɺکᰍɳɯȪɋɪʡȥȸɥȥɪɋʙ ȪǺɮȥȪɺʡǸ᧧୲ɺμਕɮɱʴ᧧୲˾̛͆̑ɺغݭǸᰩڃʥࢃᮚɱɯɺ CM ɮጫȪʻɀɬȢʲǸڃڧɮؾɎͣ̽͢ɬҌជᓔɼకፑ˂៲ȮɱȻɪɼɱʯɱȥǺɈʯ ɳǸː͎͟ˢɺ᧧୲˾̛͆̑ɬɼǸሂଝҌជ˂ෑጩɳᒡ҉ɏʴ̥ˣ̗˒̷˾̛͆̑ʡ ᅎɈʵʴǺܕɺμɳɼ̥ˣ̗˒̷˦͒ͱ̀ͼͱ˂࠶ȥǸณᓔɺ᧧୲ʥకɳ ࢪɏʴ࠶ੲઢ˂ֱʯɔɪȥʴࣝȶȢʲǸ̥ˣ̗˒̷˦͒ͱ̀ͼͱȶณᓔɺହኡʎ ɺઝਲ਼˂ձȾɮȥȪድʡȢʴ⏃Ansolabehere and Iyengar %440⏆ ȋ͎̙˒ː˂μਕ Ǻ ɮɏʴ᧧୲ȍȶకᮐʵ˂ᅊʜՏɋɪȥʴɮᓒȮʯʵʴǺɃɺʮȪɳǸҌជᓔɳɮɣ ɪɼǸᕶै PR ɺɜʟɺঃٚȶǸᦥɳᕶՕɺ᱔˂ᐈʟɪɋʙȪʮȪɱႥʡᅊʙʵɪ ȥʴǺ Ƕː͎͟ˢɬɼ߂ᐏ᯿᧧୲ɺହኡრɼɃɃ⏗܌ɺ᧧୲˂᭑ɀɾǸ %4.#ॷБȳʯȳɱʲ ᬏೝᇕɳάȶʲᐚɀɪȥʴǺ͎̙˒ːᅭȶ᧧୲ɺμਕɮɱɣɜɺʡ%4.#ॷБГ ᭇɬȢʴɃɮ˂ᓒȮʴɮǸ᧧୲ɮɋɪ͎̙˒ːȶμਕɮɱɣɪȥʴϟࡸȶହኡრ ɺжɈɺ܍ɬȢʴɮɏʴድᓔɺ୭ʡధȥǺ ȋ̆ͼ˺͒͢˦̳͒̉͢ ⏃social capital⏆ ȍᠶɬሾʯʵɪȥʴ̬ͥͼ̛̛̭̟̑͋⏃Robert Putnam⏆ʡǸЦɳȱɀ ʴ͎̙˒ːɺࢀ˂୭ɋɪȥʴǺ ȋ̆ͼ˺͒͢˦̳͒̉͢ȍɮɼǸೣɬɼȋϺᬚ ᬠѥᣂೣȍ ȋЦᬠѥᣂೣȍɱɯɮ៱ɈʵɪȥʴʮȪɳǸ ȋϺᬚᬠѥɺ̛̥̑ͪͼ˩ȍɬȢ ʲǸɃʵʙɬឿȮɳȻȳɣɜ ŋϺɮϺɮɺŌɮȥȪЦᇕឹ៎ࡹ˂܍ᇕɳɮʯȮǸ ȋᣂ ೣȍɮɋɪеᒞɨɀɪȥʴǺ̛̭̟̑͋ɳʮʴɮǸ̆ͼ˺͒͢˦̳͒̉͢ȶᲞȻǸ ϺᬚަؾɺɥɱȶʲȶཉȥݖܩɬɼǸᲞȥହኡრɝɀɬɱȻǸ߉რʥႢᒜრȶжȥǺ ɈʯɳǸ̆ͼ˺͒͢˦̳͒̉͢ȶᲞȥݖܩɬɼǸՏᅊრȶᲞȥΥɬǸॶࢫܯ٨ȶ ᬏȥʔȳǸзɺҫঔႥʡӦʵɪȱʲǸᐁཕ୭ฌʡᲞȥǺɥʙʲǸ ŋϺɮϺɮɺŌ ȶཉȥݖܩȶǸປᥒᇕɳਜ਼ʙʵɜჿᇕɱݖܩɮɱɣɪȥʴǺᦥɳៜȮɾǸ̆ͼ˺͒ ͢˦̳͒̉͢ȶжȥݖܩɬɼǸჼБɺː͎͟ˢЦɳʜʯʵʴǽɱکᰍȶᮮ٘ɋ ɪȥʴǺ̆ͼ˺͒͢˦̳͒̉͢ȶжȥݖܩɳԊᦲɋɪឿʯʵʴӃكɺΥɥȶ͎̙˒ ːʎɺћࡔɬȢʲǸ͎̙˒ːɼ ŋϺɮϺɮɺŌ˂गɏʡɺɬȢʴɮȥȪǺɃʵɼǸ͎ ̙˒ːɬɺែᓵɼࡸ᭬ɺஞ៘˂ᅊʜՏɈɱȥ௹аஞ៘ɬȢʴɜʟɬȢʴɮɋɪȥʴ ⏃Putnam &##%⏆Ǻ ⏎⏞⏎ ǶЦɬሁஞ̛̭̟̑͋ɺᇍᝠ˂ᓵȻลЦȶȢɣɜ᭬Ǹ ȋ˔ͱ̉ͼ̛̥̑ɳɼكؘล ᔨȶȢʴɜʟǸɃʵʙɬɮɼᅵɱʴ͎̙˒ːɬȢʴʮȪɱຩȶɏʴȶǸ˔ͱ̉ͼ̥̑ ̛ɺգᅎɳɥȥɪʡǸ ŋϺɮϺɮɺŌ˂गɋɪȥʴɺȳȍɮȥȪᣒ˂کɋɪʜɜǺɃʵ ɳࢪɋɪɼṊ̛̟̀̑͋ɼ ȋ˔ͱ̉ͼ̛̥̑ʡɋʫɔ˄Ǹ௹аᇕɱஞ៘ɬɋȳɱȥɜʟǸ Ƀʵʙɬɺድɬɼ̗̱ͣɱɯɮؾɎʮȪɳ̆ͼ˺͒͢˦̳͒̉͢˂ཝʯɋɪɋʙ Ȫᐄഗɳɱɣɪȥʴȍɮᦚʐɜ ⏃&###ॷ⏜&0ǶNational Communication Association ǺɃɺʥʲʲɼ&### Summer Conference, Sheraton Downtown, Washington, DC ɳɪ⏆ ॷɺຍ᭥ɺʡɺɬȢʲǸᦏॷɼ˔ͱ̉ͼ̛̥̑ȶ˟ͱ͝˔ͱΫɬɺ̆ͼ˺͒͢˦͒ ̳̉͢˂ᅊʜՏɋɪȥʴɺɬɼɱȥȳɮȥȪឿʡȢʴȶṊ̛̟̀̑͋ɺ୭ɮؾ ɺᐄᠶɳᕸɣɪȥʴድʡࢹɱȻɱȥ⏃e.g., Williams &##0⏆Ǻ ⑶ కӾԃкɺКɺॕᚚǶ ǶೣዣɬᠶɎɜʮȪɳǸ ȋҌជᓔμਕɺ᧧୲ȍɼ ȋ͎̙˒ːɳឿɔʴɜʟɺ᧧୲ȍ˂ᅊ ʜ Տ ɋ ɪ ȥ ʴǺ Ƀ ɺ Ⴅ ˂Ǹ ː ͎ ͟ ˢ ɺ క ᓔ ɺ Ȼ ɼ ȋ᧧୲֪ɺ҅Ϻ ⏃individual campaign⏆ ȍɮ٧˄ɬȥʴǺ ȋ᧧୲֪ɺ҅Ϻȍȶᦽ˄ɝغݭǸ᧧୲ԇᏝ ɼǸՏ᤹᧧୲ךɳ؝ɀԂʵʯʵʥɏȥకፑȶɯȪɋɪʡȻɱʲǸకӾȶ៲Ȯɪȥʴ ᐧ᯿ ⏃̵̛̹̑͝˞ͼ͋⏧platform⏆ȳʯɒʵɪɋʙȪˮͼ˾ʡࢹɱȻɱȥǺɥʙʲǸ ͎̙˒ːȶకӾɮɋɪɺ˂ʟɪȥʴɮȥȮʴǺ͎̙˒ːȶᡴڊɺ҅Ϻ̹ͣͼ ˂ᅊʜǸɘɺɜʟǸܕɺμɬకӾᮐʵ⏃̙ː͝˔ͱ͎ͱ̛⏆ȶᦽ˄ɬȥʴϟࡸ˂គЊ ɀɪȥʴ ⏃Jacobson &##2⏆ Ǻ ⑷Ƕ˦ͱˬ͎ͼˢͼɏʴ͎̙˒ː ǶʙɜǸ͎̙˒ːμਕɺ᧧୲ɬɼǸয়းɱȶʯǸ᧧୲˂ໆࡴɏʴɺȶǸ͎̙˒ːɮɱ ʴɜʟǸ ȋ˦ͱˬ͎ͼˢͼ ⏃kingmaker⏆ȍɺ৲ւȶȳɥɪɺకӾȳʯ͎̙˒ːɳውʴɮ ȥȪჼᢒ˂ᅊʜՏɋɪȥʴǺ͎̙˒ːȶȋ˦ͱˬ͎ͼˢͼȍɮɱʴɃɮɬǸక̈́˾ɯ Ȫɋɺໆࡴ⏃ᗔɬȥȪɮɃʷɺȋ̬̉˲ɺ၁ɺӱྃɋɜᨆ࣒⏃smoke-filled room⏆ɬ ɺໆࡴȍ ⏆ɼࢹɱȻɱʴȳʡɋʵɱȥǺ̗̱ͣᦲ˂᧑ݬɎɪǸ᧧୲ɳؒ֓ɋɪȥʴɮȥ ȪઝᡫʡᲞʙʴែᓵᓔʡȥʴɬȢʷȪǺɋȳɋǸ͎̙˒ːɳɮɣɪᕹ٨ᇕɱɺȶǸ ȋ˦ ͱˬ͎ͼˢͼȍɮɋɪɺณᓔɳࢪɏʴКȶɱȥဣɬȢʴǺకӾɱʯǸณᓔɳࢪ ɏʴᠦ౩КȶȢʴȶǸ͎̙˒ːɺغݭǸݜೣᇕɳɼǸմᦚɺʮȪɳǸጫᱛϜɺ៎ ဣɬȋҌជᓔ᧧ʄȍ ˂ɣɪɋʙȪǺԇɱ˂᧑ݬȪɜɣɪȥɪʡǸࡸ᭬ɳณᓔɳࢪ ɏʴКɼɱȻǸɥʙʴɮɃʷǸڧςᒶɮȥȪНɺᠶჿɳᘺɟመȥɪɋʙȪǺ ⏎⏟⏎ ţǵ͍̚ˑˏүɹکᰍ Ƕ͎̙˒ːȶ ȋ˦ͱˬ͎ͼˢͼȍ ɏʴ৯ᯱɳɥȥɪǸ᧑ݬɺ៎ဣȳʯɺکᰍ˂⏞ဣɳɋʕ ʲǸɈʯɳᠶɎɪʜʴǺ ƦǶ ȋጫᱛϜȍ ᆗҌᒴ ǶʙɒǸ͎̙˒ːɺ᧧୲ک˂᧑ݬᰍဣɮɋɪ୲ɂʯʵʴɺȶǸ᧧୲˂ឿʴ͎̙˒ːɺ ែဣɬȢʴǺɮȥȪɺʡ ȋɯɺҌជȶ֯ɥȳȍɮȥȪ ȋጫᱛϜ ⏃͂ͼ˾ͣͼ˾⏧horse race⏆ ȍɺ៎ဣȳʯ͎̙˒ːɼ᧧୲˂ШȮʴɃɮȶᯃ।ɳȥɜʟɬȢʴǺ᧧୲ɳȱɀ ʴ͎̙˒ːɺ ȋጫᱛϜȍ ɳɼ̭̉ͼͱȶȢʴǺɬȸʴɝɀՕȳʲʥɏȻШȮʴɜʟǸ ȋጫᱛϜȍɳɼ ȋೣ٨ȍʥ ȋᢦɀᱛȍȶέخ๕ɬȢʴǺɃʵ˂ໆʟʴɺȶǸ عҌជ⏃Տᣬᱛ⏆ ɳࢪɏʴϜɬȢʴ ⏃Ƀʵ˂ȋೝ৺ɺ˯ͼ͋ (expectation game⏆ȍɮ٧ʊ )ǺϜҺ᧧Ǹ ӾڊᮃЦȶࠃʙʴմǸ͎̙˒ːɼؑɺᐁʥሾؿǸᣂᩆȳʯϜɋǸ ȋೣ٨ȍ˂ ໆʟʴǺ߂ᐏ᯿᧧୲ɺϜҺ᧧ຍ᭥ɬʡ՟ʟɳᬖȳʵʴː˔˟ͪिӾڊᮃЦǸ̡͕ͼ ̪ͱ̹˺͒ͼिϜҺ᧧ȶ ȋೣ٨ȍɳࢪɏʴ᠅ᑇɬȢʲǸʡɋǸ ȋೣ٨ȍȶθिɬ֯գɋɜ غݭǸ ȋʥɼʲ߂ೣ٨ȍɮȥȪᣌᣊ˂؝ɀʴǺʡɋǸȪʙȻ֯գɬȸɱȥغݭǸ߂ᐏ᯿ ɮɋɪɺᔨɳ͎̙˒ːɼᆄ˂کହɂȳɀʴǺ Ƕ&##*ॷɺςӾɺ߂ᐏ᯿Ҍជ୭ؿҌជϝȥɺغݭǸ ȋೣ٨ȍɼ̪ͪͼ̞̙˒ͼͱɬ ȢɣɜǺɋȳɋǸ̬ͼ͏ͱ̛ɮȥȪࢸɈɱिɺሾϟɮɋɪɺᐁɝɀɬǸ̙˒ͼͱɳ ɼܕకɺᐁᱻɼɱȻǸకᇕɳȢʙʲɳʡ̽͟͢͝ɝɣɜɜʟǸ ȋ᧧୲ɳɼ֯ɪɱȥȍ ȋ߂ᐏ᯿ɺ۬ɬɼɱȥȳʡɋʵɱȥȍɮȥȪ୭ʡȳɣɜǺӯǽǸ͎̙˒ːɼȋೣ٨ȍ ɺҌជɳࢪɋɪǸ ঈᇕɳؑɺᐁɱɯ˂᠊ᏮɏʴɺɝȶǸ &##*ॷɺ᧧୲ɺغݭɳɼǸ ȋೣ٨ȍ ɺ̙˒ͼͱɳᯃ।ɳ؏ɋȥ᧑ݬȶᮃμɋɜǺ ǶΥǸ ȋೣ٨ȍГɺҌជȶ͎̙˒ːɺϜʮʲʡȋҫ᬴ȍɏʴɮǸ ȋೣ٨ȍɺ ȋࢪᱛȍʥǸ ȋೣ٨ȍ ʥȋࢪᱛȍ ɮמՕɳȪɃɮȶɬȸʴ᭯ʵɜؿᱛȋ̌ͼ˩͂ͼ˾ȍɮɋɪǸ߂ǽ ᇕɳι՞ɈʵʴǺ ː˔˟ͪिӾڊᮃЦǸ̡͕ͼ̪ͱ̹˺͒ͼिϜҺ᧧ɬ֯գɋɜˮ͟ͼ ɼǸ ϯ˂يʝܕకɺᐁᱻȶᢌȳɬȢɣɜɜʟǸΥຩɳ͎̙˒ːɺ᧑ݬȶ߫ઝᇕɳɱɣ ɜǺɃȪɋɪˮ͟ͼɼᥞȳɋȥ ȋࢪᱛȍ ɳᤲʲՏɜǺʙɜǸؾɎȻθिɬҫ᬴ɋɜ˼͙ ͱ˜̞ͪͼ˿ɼᗐǽɋȻǸᨆɬɺϺຩɺᲞȥɃɮȳʯǸ͎̙˒ːɼዺးǸ ȋ̌ͼ˩ ͂ͼ˾ȍɮɋɪᇿɋɜǺࡸ᭬ɳɼ˜̞ͪͼ˿ȶعϜҺ᧧୲ɬკɋɜБᡴڊధɼᯃ ।ɳࢹɱȥɺɳǸ⏗μɳɼ҉ܦᇕɱధɺ͎̙˒ːȶȋςӾɺ୭ؿҌជϝȥɼǸˮ ͟ͼɮ˜̞ͪͼ˿ɺ⏗Ϻɺ͈̑̎ͣͼ˾ȍɮుៜɋɪȥɜǺΥǸθिɬఞʵɜ̙˒ͼ ȋᢦɀᱛȍɮȥȪ̗ͣ̑͢ɳɱʲǸ̙˒ͼͱɳᬠɏʴ᧑ݬɺ ͱɳࢪɋɪɼǸ ȋೣ٨ȍȳʯ ᐓࢪᩄʡෑጩɳཝɣɪȥɣɜǺ ⏎⏡⏎ Ƕ&##2ॷɺϜҺ᧧ɬɼǸᎦܕɺృᓬǸ̗̱ͣȥɒʵʡ౩ʯȳɳȋࢪᱛȍɬȢɣɜ˟̬ ͈ɳʥɈɋȻǸ ȋೣ٨ȍ ɺ˩͟ͱ̛ͱɳ؏ɋȳɣɜǺ ȋೣ٨ȍɬȢɣɜ˩͟ͱ̛ͱȶϜɳ ɼɒʵɪᗑɏʴɮǸ͎̙˒ːɼΥຩɳɜɜȥɜǺʙɜǸΥɬڧςᒶɺጓݭȳʯ ᧧୲˂ᯆᇐȻɈɔɜȥȳʯȳǸ ȋ̵ͥͱ̛͝ͱ̟ͼȍɳࢪɏʴ˟̬͈˂ਝஹɏʴɃ ɮɮɱɣɜǺɋȳʡǸ˟̬͈ȶᇿృɋȥȋ̌ͼ˩͂ͼ˾ȍɬȢɣɜɜʟǸԃᯆᇕɳਝஹ ɳᦏȥ᧑ݬɮɱɣɜǺ႕ɳ&##2ॷ⏙՟ʟʙɬɺː͎͟ˢɺ͎̙˒ːɼǸʥʥሁᇕ ɱៜᘽ˂ьȮɾ ȋ˩͟ͱ̛ͱ˂ʥɣɥɀʵɾʥɣɥɀʴʔɯȪʵɋɘȪɱႥȍɬȢɣ ɜɮȥɣɪʡៜɬɼɱȳɣɜǺɃɺʮȪɳǸ᧑ݬɘɺʡɺȶǸᠧᓔʥែᓵᓔɳՕȳ ʲʥɏȥȋጫᱛϜȍ ɳɱɣɪȥʴǺ̛͈˾̭̉ͼ̆ͱɼǸɃʵ˂ȋ߂ᐏ᯿᧧ɺ͎̙˒ ː˾˦ͼ͋ ⏃᧑ݬɺመሗဣ⏆ ȍɮ୭ɋɪȥʴ ⏃Patterson %44*⏆ ǺΥɬǸ႕ɳӾɺ ୭ؿҌជϝȥɺຍ᭥ɬɼǸకፑɳɥȥɪɺ᧑ݬɼෑጩɳࢹɱȥဣʡ ȋጫᱛϜȍɺ͎ ̙˒ː˾˦ͼ͋ɺ߂ȸɱ๕ဣɮɱɣɪȥʴǺ Ƕ̷̑͢˦ͱˬ˾ድଘɺ˾̗˒ͼ̷ͱ̻˾⏃Stephen Hess⏆ ʯɳʮʴɮǸ⏙߂̥̑ ̛ͪͼ˩ɺ˔̷̡ͱˬ̡͕ͼ˾ɺԒࢅՕഓɋɜɮɃʷǸ&###ॷɺ߂ᐏ᯿᧧୲ɬɼ߂ ᐏ᯿᧧୲ೣ᧧୲ɺ⏖ᦼᇿȳʯ⏣ᦼᇿɺԃɪɺ̡͕ͼ˾ɺȪɟǸ.0⎾ɺ̡͕ͼ˾ȶጫᱛ Ϝɺ៎ဣȳʯɺ̡͕ͼ˾ɬȢʲǸ 4.ॷɺ*2⎾Ǹ4&ॷɺ,*⎾˂߂ȸȻΫ܌ɣɪȥɜǺɘ ɺΥɬǸకፑʥҌជᓔɺᐁɱɯɺ ȋࡸᣒᇕɱԒࢅȶȢʴ̡͕ͼ˾⏃substantive news⏆ ȍɳᬠɋɪɼǸ&###ॷɺغݭǸ߂ᐏ᯿᧧୲ᬠᦹɺԃɪɺ̡͕ͼ˾ɺ**⎾ɳᅥʙɣ ɪȱʲǸ 4.ॷ ⏃*#⎾⏆ Ǹ4&ॷ ⏃(,⎾⏆ɮɮʡɳǸጫᱛϜɺ៎ဣȳʯɺ̡͕ͼ˾ʮʲʡ౩ʯ ȳɳࢹɱȻɱɣɪȥʴ ⏃άؒ˂ܒ၇⏆Ǻ ⏧ܒ ȋࡸᣒᇕɲԒࢅȵȡʳ̢͖ͻ˽ȍɭȋጫᱛϜɹ៎ဣȴʰɹ̢͖ͻ˽ȍ ⏃%44&Ǹ %44.Ǹ &###ॷ⏆ ՏԎ⏧http://www.brookings.edu/GS/Projects/HessReport/week4.htm ⏎⏣⏎ ƧǶ ȋγᠶᠭീɺେɋެʲȍ ᆗҌᒴ ǶʙɜǸː͎͟ˢɺ᧧୲᧑ݬɺغݭǸγᠶᠭീɺధࡓȶʂɣȸʲɱɋɳݬɎʯʵʴǺ Ƀʵɼࡹ៎ᇕɳ᧧୲ɺֳ˂᧑ݬɋɜȥɮȥȪ͎̙˒ːүɺઝܒȳʡɋʵɱȥȶǸё Ȯɾ߂ᐏ᯿᧧ɺغݭǸςឹ̛̗̱̥ͣ̑ͪͼ˩ɮ̉˔ː̹̑ɋɜృᓬ ⏃ȋABC ɮͪ ˺ͱ̛ͱ͆˾̛ȍ ȋCBS ɮ̡͕ͼ͛ͼ˩̉˔͋˿ȍ Ǹ ȋNBC ɮ˘˞ͼ͢˾̛͟ͼ Ǹ ̛˼͒ͼ̟͢ȍ ȋCNN ɮ USA ̛˖̙˒ȍɱɯ⏆ɺʔȳǸ˨̹͒ͥ̑ Ǹ ⏃Gallop⏆Ǹ̇ˬ ̱ͼ ⏃Zogby⏆ɱɯɺγᠶᠭീЦȶɃɚɣɪǸγᠶᠭീɺᐄഗ˂ᇍᝠɏʴǺɺӾ߂ ЦȾʯȥʙɬɼ%ˢɳ%ȻʯȥɺᰈɝȶǸ⏥ȳʯೣ᧧୲ɺ%%ʙɬɼʔʕຘᦼ ɆɮɳγᠶᠭീȶʻʵǸعΥఱɳݬɎʴɜʟǸ̗̱ͣʡృᓬʡγᠶᠭീᐄഗɺ༇ ອႥɳɱɣɪȥʴǺ Ƕγᠶ˂ʮʲዀᇕɳሾʴɜʟɺɮɋɪǸࢷԂɈʵɜγᠶᠭീɺధࡓȶ᧧୲᧑ݬ ɬʡ߂ȸɱ˘˚ͼ̛˂װʟɪȥʴɃɮɼǸ͈ͼˮ̗˒ͱˬ߂ܕɬȢʴː͎͟ˢɺయ ˂ᢒਐɋɪȥʴʮȪɬᖂ٢ཉȥǺɜɝǸ ȋγᠶᠭീɺᐄഗȍ⏮ ȋܕɺೣয়ɺŋުŌȍɬȢ ʴɺȳǸɮȥȪဣɳɥȥɪɼǸː͎͟ˢɺድᓔɺᬚɬʡᆄکȶȢȶɣɪȥʴǺ ǶёȮɾǸ߂ଝ͎̙˒ːʥγᠶᠭീЦɺᠭീɺغݭǸฌೣ⏃˶ͱ̹͢⏆ɺ᧟ɳષ ᩂɬȢʴʔȳǸᣒکᓔүɺ܌ፐ˂ৄȸՏɏ៥ᑇɱɯʡປᥒᇕɋɣȳʲȪɃɮȶȥǺ ɋȳɋǸɘʵɬʡǸ˶ͱ̹͢ɳҥʲȶȢɣɜʲǸᣒکȶέ᧟ՖɬȢʴˮͼ˾ʡࢹɱȳ ʯɒȢʴǺёȮɾǸᠡेȶȻɪᐏᇕɳઝɮɼȥȮɱȥɜʟǸధࡓɘɺʡɺȶ ɋȥɺɳǸઝɮȥȪմரɬ̙ͼ̉˂ᠶɒʴɃɮʡᯃ।ɳȥǺʙɜǸȳɥɪፆᓔȶ ឿɥɀɜཱྀࣳϝμɺ CNN ɺγᠶᠭീɺکɳȋཱྀࣳϝɬлϺɺː͎͟ˢϺȶϭ Ȼɱʴɮਲ਼ȪȳȍɮȥȪǸᐏᇕɳᓒȮɪлʯɺȶɱȻǸȢɪᩄȳʯధࡓ˂Ϝ ɏʴʮȪɱکʡȢɣɜǺ ǶɈʯɳǸёȮɾǸCBS ɮ̡͕ͼ͛ͼ˩̉˔͋˿ȶԊేࡸؾɋɜγᠶᠭീɼǸ NBC ɮ˘˞ͼ͢˾̛͟ͼ̛˼͒ͼ̟͢ȶԊేࡸؾɋɜᠭീʮʲʡǸɱɖȳς ӾҌជүɳգɱధࡓɮɱɣɪȥʴɃɮʡࢹɱȻɱȥǺɃɺʮȪɳǸ͎̙˒ːɘɺʡ ɺʥγᠶᠭീลᬠɘɺʡɺɳ ȋᖬȍȶЊȥɪȥʴˮͼ˾ʡȢʴǺ ǶΥǸ˾ͼ˷ͱ̪ͼ̷˾̛ ⏃Susan Herbst⏆ɼǸγᠶᠭീɺᐄഗɼǸ ȋధࡓɈʵ ɜު ⏃numbered voices⏆ ȍɳȺɒǸמՕᡴᠶɈʵɪᅊʜՏɈʵɜೣয়ɺઝឿɮɼᣒ ᇕɳԃȻ᧓Ȫɮςɋɪȥʴ ⏃Herbst %44,⏆ Ǻ̪ͼ̷˾̛ȶ୭ɏʴ ȋೣয়ɺઝឿȍɳ ᦏȥɺȶǸ ȋԇԊ⏃ܞpublic sphere⏆ȍɳȱɀʴᡴᠶɬȢʴǺ ȋԇԊܞȍɮɼǸ%2γᏛɺ๘ि ɺ˲ͼ̰ͼ̪˘˾ɱɯɳᮃʙɣɜΫ༑᭥ᏩɺϺǽɺ២ᠶɺݭɺɃɮ˂୭ɋɜ͗͢˯ ͱ̪ͼ̬ͼ͈˾ ⏃Jürgen Habermas⏆ɺៜᘽɬȢʴǺ ȋԇԊܞȍɬɼǸЦᇕܩе˂ ែɋɜࢪፈɱጓݭɬǸᠨɬʡ២ᠶɳؒ֓ɬȸʴʮȪɱ̎͒ͱ˾ȶȢʲǸࢃܕʥЦ ⏎⏥⏎ ɺکᰍɱɯ˂ᕶᅓɳᠶɎʴɃɮȶɬȸɜ (Habermas %44%)Ǻ ǶჼܧɺγᠶᠭീɺμɳʡǸధϺɬ෯ଁɈʵɜˬ͢ͼ̹ɳȥʷȥʷɱઝឿ˂ࢵɸɪǸ γᠶɺ֪ȸɺؒᓒɳɏʴȋ̵˞ͼˢ˾ˬ͢ͼ̹⏃focus group⏆ȍᠭീɱɯɼǸᣒᇕɱ Ԓࢅ⏃ؒ֓ᓔᕶ᤹ɺៜᘽ⏆ ˂يʝɜʟǸઝឿɺཉʜʡȢʴǺɋȳɋǸʥɼʲȻɺγᠶ ᠭീɼȋȂȍ ȋÌȍ ȋ⏖Ǹ⏗Ǹ⏙Ǹ⏜ȍɮȥɣɜధࡓɝɀ˂᧧ିɏʴʮȪɱʡɺɳᦏȻǸ ȋధ ࡓɈʵɜުȍɳɯʵɝɀઝឿɮɋɪɺᩂឹਸȶȢʴȳɯȪȳɼᆄکɱɮɃʷʡࢹɱ ȻɱȥǺ ǶɮɃʷɬǸӯǽǸ ȋԇԊܞȍ˂ʟȾʴድɬɼǸ͎̙˒ː⏃ృᓬǸ͝˼˟Ǹ̗̱ͣ⏆ɺ ᇍ᧒ɮɮʡɳǸ˂ݬரњɏʴ͎̙˒ː⏃ᦢʲଝ⏆ɺధɼᭉʯʵɪȥʴȶǸ؝˂ݬɀ ʴᠧᓔǸែᓵᓔɼధɮȥȪݬɺᦢʲଝɮ؝ɀଝɺɸɎʵȶᇿጓɣɪȥʴɃɮȳʯǸ ̪ͼ̬ͼ͈˾ᕶ᤹ȶ͎̙˒ːɺγᠶ০ଁɳᯃ।ɳࡴوᇕɬȢʴǺ ƨǶ̭̑˩˼͒ͼ̟͟˿͋ᆗҌᒴ ǶʙɜǸ᧧୲ɳᬠɋɪǸೳࢪᢒɳ᧑ݬ᭐ȶᒴʵɺʮȪɳେɋȳɀǸؾɎϟ˂ᓬȥɪǸ ؾɎɃɮ˂ШȮʴ̭̑˩˼͒ͼ̟͟˿͋⏃pack journalism⏆ʡᦏॷǸː͎͟ˢɺ͎ ̙˒ːɺੲɮɋɪঃȻሾʯʵɪȸɜǺ႕ɳǸکᰍɮɱʴɺȶǸ᧑ݬɏʴԒࢅɺᅙΥ ਸɬȢʴǺؾɎʮȪɳೳɋɜɜʟǸɯʵʡؾɎʡɺ˂ؾɎʮȪɳ᧑ݬɏʴɃɮɳɱ ʴǺೳࢪᢒɳɥȥɪɺ᧑ݬɺែဣʡؾɎɬȢʴɜʟǸҌជᓔɺྲᠦɺμɺ˶˘ͱ̞ ̬˔̛ʙɬ͎̙˒ːɼؾɎ፝ଘ˂ʲΫɂɪɋʙȪǺ Ƕ̭̑˩˼͒ͼ̟͟˿͋ᆗҌᒴɳᬠɋɪǸ႕ɳ߂ᐏ᯿᧧୲ɺմץᨆՕɬȢʴϜҺ᧧ ຍ᭥ɬکᰍɮɱɣɪȥʴɺȶǸ̵ͥͱ̛ͥͼ̙˒ͱˬ ⏃մ҉ɋ⏧frontloading⏆ჼᢒ ɬȢʴǺ̵ͥͱ̛ͥͼ̙˒ͱˬჼᢒɮɼϜҺ᧧ӾڊᮃЦȶ՟ɳᬖȳʵʴː˔˟ ͪӾڊᮃЦǸ̡͕ͼ̪ͱ̹˺͒ͼϜҺ᧧ɳ᧑ݬȶᮃμɏʴɜʟɳǸθिɺ֪كɝɀɬ ԊٮςθӾɺ߂ᐏ᯿ҌជȶࡸᣒᇕɳໆࡴɋɪɋʙȪႥ˂୭ɋɪȥʴǺ̵ͥͱ̛ ͥͼ̙˒ͱˬჼᢒɼ%44#ॷБȳʯ႕ɳᰒᘿɳɱɣɪȱʲǸᦏॷɺ߂ᐏ᯿᧧୲ɬɼ⏙ ʥ⏜ɺຍ᭥ɬǸ̛̹̑ɺҌជГɺʔɮ˄ɯɺЈҌជȶᔵᘺ˂ࡺៜɋǸࡸᣒᇕɱ߂ ᐏ᯿ҌជȶໆʙɣɪȥʴǺ Ƕ̵ͥͱ̛ͥͼ̙˒ͱˬჼᢒɺ߂ɺჿᅓɼǸ͎̙˒ːүɺ̭̑˩˼͒ͼ̟͟˿ ͋ ᆗ Ҍ ᒴ ɬ Ȣ ʴǺ ȋ͎̙˒ːɮԇԊکᰍ̂ͱ̉ͼ ⏃Center for Media and Public Affairs⏆ ȍȶ˔̷̡ͱˬ̡͕ͼ˾˂Օഓɋɜ̙ͼ̉ɳʮʴɮǸ%44.ॷɺغݭǸॷ౩ɀ ȳʯӾ߂ЦʙɬɺϜҺ᧧ຍ᭥ɺԃɪɺ̡͕ͼ˾ɺμɬǸθिɳɥȥɪɣɜ̡͕ͼ˾ ɺధɼ⏞ւ˂ᣳȮɪȥɜɮȥȪ ⏃Media Monitor, May/June %44., %⏆ǺʙɜǸ&###ॷ᧧ ୲ ɳ ᬠ ɋ ɪǸABC ̗ ͣ ̱ ɺ ˔ ̷ ̡ ͱ ˬ ̡ ͕ ͼ ˾ ɬ Ȣ 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Carter, Bill (&##2),ŋInfomercial for Obama Is Big Success in Ratings,ŌNew York Times, Oct. (%, %4. Esser, Frank and Barbara Pfetsch (&##*), Comparing Political Communication: Theories, Cases, and Challenges, Cambridge, UK: Cambridge University Press. Habermas, Jürgen (%44%),The Structural Transformation of the Public Sphere: An Inquiry into a Category of Bourgeois Society, trans. By Thomas Burger with the assistance of Frederick Lawrence, Boston, MA: MIT Press. Hallin, Daniel C. and Paolo Mancini (&##*), Comparing Media Systems: Three Models of Media and Politics, Cambridge, UK: Cambridge University Press. Herbst,Susan (%44,), Numbered Voices: How Opinion Polling Has Shaped American Politics, Chicago, University Of Chicago Press. Herrnson,S. Paul (&##0),Congressional Elections: Campaign at Home and in Washington, Washington, DC: CQ Press. Hosenball, Mark, Michael Isikoff, Holly Bailey and Arian, Campo-Flores (&##*),ŋThe Secret Money War,ŌNewsweek, Sep. &#, &&-&2. Jacobson, Gary C. (&##2), Politics of Congressional Elections, New York: Longman. Jamieson, Kathleen Hall (%44.), Packaging the Presidency: A History and Criticism of Presidential Campaign Advertising, New York: Oxford. մऩٮে ⏃&##,⏆ ȋᎦܕɺ߂ᐏ᯿᧧୲ϜҺ᧧ఒࡴɺɮ͎̙˒ː , ǶǶ ̵ͥͱ̛ͥͼ̙˒ͱˬ ჼᢒ˂ʟȾɣɪȍ ȏ᧧୲ЦᏛឹȑ ፀ⏜شǸ,-&%Ǹೣ᧧୲Ц Patterson, Thomas, E. (%44*), Out of Order: An Incisive and Boldly Original Critique of the News Media's Domination of America's Political Process, New York: Vintage. Putnam, Robert, D. (&##%), Bowling Alone: The Collapse and Revival of American Community, New York: Simon & Schuster. Semetko, Holli A., Jay G. Blumler, Michael Gurevitch, David H. Weaver, Steve Barkin G. Cleveland Wilhoit, and Steve M. Barkin (%44#), The Formation of Campaign Agendas: A Comparative Analysis of Party and Media Roles in Recent American and British Elections, Hilldale, NJ: Lawrence Erlbaum. ⏎%(⏎ Thurber, James A. and Candice J. Nelson (&##*), Campaigns and Elections American Style, &nd ed. Boulder, CO: Westview Press. Wayne, Stephen, J. (&##2), The Road to the White House 2008, New York: Thomson Wadsworth. Williams,Dmitri (&##0), ŋThe Impact of Time Online: Social Capital and Cyberbalkanization,Ō CyberPsychology & Behavior, %#- (, (42-*#.. ⏎%*⏎
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