The effects of political socialization in event marketing on the youth–A research of Three Little Pigs and Good Luck Charms campaigns in Taiwan’s 2012 Presidential Election

TitleThe effects of political socialization in event marketing on the youth–A research of Three Little Pigs and Good Luck Charms campaigns in Taiwan’s 2012 Presidential Election
Publication TypeConference Paper
Author(s)Hong, A. Y., and C. Roland
Affiliation (1st Author)Alice Yah-Huei Hong Professor & Director Graduate Institute of Mass Communication FuJen Catholic University Taiwan
Section or WGMediated Communication, Public Opinion and Society Section
DateFri 28 June
Slot CodeMCPF3a
Slot Code (Keyword)MCPF3a
Time of Session14:00-15:30
RoomCG12
Session TitleMedia and Civic Engagement
Submission ID6171
Abstract

Abstract Three Little Pigs and Good Luck Charms are two event marketing activities that deeply impacted the 2012 Taiwan Presidential Election. Three Little Pigs (also named piggy bank campaign) was a fund-raising activity run by the opposition party DPP. And Good Luck Charms was organized by the ruling party KMT. Originally the luck charm was a gift made by a group of grandmas who wished the president all the best in the election and trusted him to bring peace and prosperity to the nation. Later the luck charms were utilized by the campaigners as give away gifts to their supporters. This study tried to explore the political socialization effects of both campaigns on the youth's affect towards the parties, and their influences on parties' images among the young generation. The sources of political socialization effects are media, family, and peers. In order to reach our target—the youth in Taiwan, the InsightXplorer Limited in Taiwan was commissioned to conduct a formal online survey for this study. The sample was drawn from InsightXplorer's Cyber Panel database - the biggest database in Taiwan that contains detailed data of more than 120,000 Internet users and covers the whole spectrum of professions and age groups. 815 random samples from the database were collected for this study. After the multiple regression analyses, the results showed that for both Three Little Pigs and Good Luck Charms campaigns¸ people who reached those events more often via the media tended to have positive attitudes toward those parties, and perceived those events as positive impact on parties’ images. And while the respondents had more discussions with their families, the same phenomenon occurred. The same situation also happened to the respondents who had frequent discussions with their peers. The effects of political socialization in the event marketing were proved to be true. In addition, DPP supporters and non-KMT supporters were more likely to perceive Three Little Pigs campaign had positive effects on DPP, while KMT supporters and non-DPP supporters tended to believe Good Luck Charms campaign had positive impacts on KMT. 

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