研究結果發現，本次競選過程利用新媒體科技提供了較以往明顯增加的對話空間和參與管道，除了讓選民有更多機會涉入選舉事務外，也讓競選團隊在選戰的過程更易於得到選民的回饋和輿情的反應。而雖然網際網路的科技特質為民主政治的對話方式帶來希望，但在選戰佈局與政治行銷的框架下， 網路民主的落實還是建立在選戰佈局下所開放的參與空間，在對話管道和遊戲規則多由競選團隊所主導的狀況下，互動過程偏向雙向不對等的傳播模式。面對超乎選戰節奏的互動回饋時，候選人應對和回應的彈性有限，使得本次網路選戰在網路民主的實踐上，是一種數位政治行銷框架下所開放的民主互動，形成了一種單向度的網路民主2.0。 Along with the development of information and communication technologies, Taiwan’s electoral culture has transformed from one-way political propaganda of traditional mass media to two-way interactive dialogues of new media. When political candidates consider the internet as a new battlefield for political campaigns increasingly, whether web-based new media may promote the progress of web democracy as well as encourage mutual dialogues between candidates and constituency members become crucial issues. By conducting a case study on Su Tseng-Chang’s campaign group of Taipei City mayoral election in 2010, this research examines the ways the campaign group advancing web democracy by designing and executing web campaign plans and tactics strategically. Data collection methods mainly include participant observation and in-depth interviews.
Research results indicate that new media technologies afford direct participation and open dialogues during the campaign process. In addition to allowing constituency members to get involved in campaign activities easily, the utilization of new media technologies provides opportunities for the campaign group to gain feedbacks from constituency members directly. Although the technological characteristics of the internet bring hopes to democratic open dialogues, the realization of web democracy is still insufficient. With the goal of winning the election in mind, the interaction between candidates and constituency members in fact tends to remain asymmetrical. The so-called grassroots web democracy at most turns into one-dimensional web democracy 2.0.
