| As a special election mode,the referendum campaign is essentially a game of binary opposition.The opposing camps,by explaining the completely opposite arguments related to their own positions,in the form of debate and confrontation,through the dissemination of different media,to achieve the purpose of influencing the opinions and attitudes of voters and taking their own sides.In this process,it is worth to explore how the arguments of different positions spread and flow among different subjects,as well as how the effect of them.Apart from western countries,Taiwan is the only region with "referendum legislation" in China,which has important geographical particularity and provides an in-depth opportunity and direction for the study of"referendum" in China.This paper will take the referendum in 2018 of "competing in international sports as Taiwan" as an example.Based on the dynamics of referendum,this paper analyzed the flow of arguments among the campaigners,media and voters,explored the formation and changes of voters’ attitudes by combining the factors that may affect voters,and tried to give an empirical explanation to the result of the "referendum".The method of content analysis and survey was used.Campaign materials,media coverages,and the opinions of voters were collected.Results show that the pro camp succeeded in building the media agenda in the first and second stages and failed in the third;The con camp successfully built the media agenda in the third stage.However,the agenda building of the campaigners and the agenda setting of the media for voters was failed.The campaign is dominated by stabilizing elements.Partisanship and ideology are the leading elements that control the attitudes of voters,but they were ineffective for the minority of green voters and the voters in the middle.These voters showed a higher degree of agreement with the arguments of the con camp,which was the key to the victory of the opposition. |
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