The evolution of party images and party system in Taiwan, 1992–2004

Abstract

This article examines the evolution of party images in Taiwan between 1992 and 2004. It shows that party images are not immutable, as while the DPP gained more positive images, the other parties gained more negative images during the research period. The results show that the Taiwanese parties have quite distinct party images. Taiwanese voters often tend to use ethnic background and the cross-Strait relations to define the parties. Party images also play a significant role in Taiwanese voting behaviour, even when other variables are controlled. Voters tend to vote for the parties that they have favourable impressions of. The results also have implications for how political parties package themselves to attract more votes and on the development of the party system in Taiwan.