本論文針對1994年台北市長選舉，研究的主要問題是：一）檢驗 報紙是否具有候選人形象設定的效果，二）檢驗影響報紙形象設定效 果的各種情境因素，包括媒介使用、省籍、敎育程度、年紀、政黨認 同等，三）檢驗選民對各個候選人情感好惡評價的有效預測變項。研 究設計主要分成：一）内容分析：選舉期間，針對國内三大報紙中， 有關候選人議題與形象的報導，進行爲期四個月的内容分析。（1)二） 電話調查：在選舉投票日的前一週内，對台北市的選民進行有關候選 人形象的電話訪問調查。

This study collected its research data from the 1994 Taipei mayoralty election. The main research foci of the study are: 1) to verify the second-level media agenda-setting effects, namely, the candidate-image-setting effects of the newspapers; 2) to examine the different contingent conditions of the media image-setting effects, including media exposure, education, age, gender, party identification, and subethnicity; 3) to investigate the best predictors of the image-setting effects among voters.The research design of the study includes two parts: 1) to content-analyze three leading newspapers’ reporting (for a period of four months) about cmapaign issues and candidate images* during election campaign; 2) to conduct a telephone survey within one week before the election day to collect voters5 opinions about candidate images.