Convergence in election campaigns

Abstract

The domination of mass media is exemplified by candidates’ camps attempting to gain media exposure as a top priority of their campaign strategies; however, the popularity of social media has gradually changed this trend. This article used the 2012 Taiwan presidential election to examine the relationship between social media and mass media. By interviewing campaign staffers, journalists, and scholars, this article developed the concept of the candidate’s frame to distinguish from the media frame and employed frame contest to view the interplay. The findings demonstrate that candidates attempted to view their Facebook pages as the headwaters of mass media and intermediation can be broadened under this situation.

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