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篇名 PAP’s Image Restoration for the 2011 SingaporeGeneral Elections: A Case Study
卷期 12
並列篇名 人民行動黨在2011年新加坡大選的形象修復個案研究
作者 陳清慧
頁次 001-066
關鍵字 image restoration theorycrisis managementSingaporeSingapore general electioncontent analysis形象修復策略危機管理新加坡新加坡大選內容分析法
出刊日期 201311

中文摘要

本研究以內容分析法,引用Benoit的形象修復理論,探討人民行動黨在2011年新加坡大選中,面對移民政策、生活成本與住房等三大議題的形象修復策略。
研究結果顯示,因危機事件性質偏向「可預防事件群」,因此人民行動黨使用了大量較順應型的形象修復策略,例如尋求支撐與修正行動。另外,本研究也發現,因新加坡政治環境的獨特性,導致「後悔道歉」和「無力控制」這兩種策略的同時使用,此一現象與Benoit之主張有截然不同的結果。
本研究的結論是,新加坡獨特的政治環境以及文化,導致Benoit所建議應該少用的一些策略,在這次的大選中反而有了正面的效果。所以,雖然人民行動黨在這次的大選中得到最低一次的得票率,但他們還是順利地在2011年的大選中修復了自己的受損形象。

英文摘要

This study attempts to look at the imagerestoration efforts of thePeople’s Action Party (PAP) during the period leading up to the 2011Singapore General Election (GE).
The PAP has constantly emerged victorious in every Singapore’s GE,however 2011’s fierce fight from the opposition and the numerousunhappy voices from the sea of Singaporeans has made it clear that theironce well loved image was surely damaged. According to literature, whenan image is damaged, there is a need to them repair this image. Thedynamic framework of Benoit’s Image Restoration Theory will thus beused to examine the actions of the PAP in dealing with the attacks andcriticism before the election date.
This study content analyzed afive-month period newspapercoverage of the 2011 GE from two major Singapore newspapers,TheStraits Times and Channel NewsAsia. Results showed the PAP, due to thenature of their err, chose a more accommodative strategy when dealingwith the public. On the other hand, due to Singapore’s unique political culture, the results on the use of “mortification” and “defeasibility” havealso provided additional input into the current political literature, i.e.these strategies depend on the political culture.
The study concluded that the use image restoration strategies by thePAP were indeed more accommodative. Also the political landscape andculture of Singapore made defensive strategies more affective than Benoitwould have suggested. Thus the PAP though still securing the lowest votecount in its election history, still manage to save its image and secure awin in the 2011 GE.

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