莊佳穎Chuang, Chia-Yin李怡佳Lee, Yi-Chia2022-06-082022-02-102022-06-082022https://etds.lib.ntnu.edu.tw/thesis/detail/71337170d06e8cd13d39c6c2f4d9a83b/http://rportal.lib.ntnu.edu.tw/handle/20.500.12235/118461在社群媒體成為政治行銷新興管道的現在，強調連結性的社群網絡使政治人物經營自身形象的互動成為直接反映社會對於候選人想像與認同的空間。而在以陽剛為主流的選舉文化中，女性政治人物在其中的行銷戰略即反映了陽剛價值觀對於女性的基本想像。本文旨在嘗試透過三位在媒體再現上被標誌為不同風格的女性政治人物－陳玉珍、王婉諭、高嘉瑜，是如何形塑個人形象以應對選民對於女性政治人物的需求與想像，並以此揭示在女性意識抬頭與父權政治的運作中，女性政治人物的形象塑造如何象徵了女性政治人物所身處的交織性困境與新的抵抗可能，以及女性這一複雜的議題，其內涵在因應政治商品化後的消費需求，所產生的矛盾與突破。Now that social media has become an emerging channel for political marketing, the social networks that emphasize connectivity create a space, in which the interaction with the politicians’ own images directly reflects the society’s imagination and recognition of candidates. In an election culture where masculinity is the mainstream, the marketing strategy of female politicians reflects the basic imagination of masculine values for women.This article aims to trace how Taiwan female politicians – Chen Yu-Jen, Wang Wan-Yu and Kao Chia-Yu who are marked as distinctly differing in style in the media, can shape their personal images to meet the voters’ needs and imaginations of female politicians. It also reveals how in the rise of female consciousness and in the routine of patriarchal politics the images of female politicians symbolize the intertwined dilemma and new resistance possibilities of female politicians, as well as the complex issue of women. This nexus also contains contradictions and breakthroughs that arise after complying with consumerist demands after political commoditization.女性主義女性政治人物多元交織性政治消費feminismfemale politiciansintersectionalitypolitical consumerism學術論文