本研究有兩大主要目的。第一、希望探討一九九八年台北市市長 競選期間，新聞媒體對選戰報導所採用的框架為何，以及候選人的競 選廣告所使用的正負面訴求比例為何。第二，在選戰期間，以實驗方 式探討暴露於不同框架的競選新聞報導，以及暴露於候選人的正負面 訴求競選廣告，是否會.造成政治信心以及内外在政治效能的變化。以 報紙為主的研究結果顯示：策略框架的使用遠高於議題框架的使用， 而負面競選廣告佔競選廣告中的百分之三十二。然而，暴露於不同框 架的競選新聞報導，以及暴露於候選人的正負面訴求競選廣告，並不 會造成政治信心以及内外在政治效能的改變。

The aim of this study is twofold. First, examining how commonly strategy-framed stories were used in the newspaper coverage of the 1998 Taipei mayoral election and how prevalently negative political ads were employed in this election. Second, employing an experiment to explore whether exposure to campaign news with different frames and campaign ads of different valence had an impact on political cynicism and political efficacy. Results showed that strategy-framed stories appeared in 18 percent of the news coverage and 32 percent of ads were negative, but exposure to these, in general, neither increased political cynicism nor decreased political efficacy.