Taiwan's Campaign Research Articles

Case Study of Marketing Strategies of a Mayoral Election Campaign in Taiwan

Abstract In an election campaign activity, the four Ps of marketing - product, place, price, and promotion - can be applied to examine a candidate’s attack and defense. What can be learned from applying the four Ps of marketing to the results of previous Taichung mayoral elections? This section sets forth the research background and motivations, defines the study’s scope, states the study’s limitations, and outlines the study’s value. JEL classification numbers: M310. Keywords: Marketing strategy, Four Ps of marketing, Election marketing.

Implications for China from the War in Ukraine: Comparison of the Western and Taiwanese Views

The Russian decision to conduct a full-scale invasion of Ukraine changed our world forever. European states are actively considering an increase in defense expenditures and trying to learn from ongoing armed conflict. On the other hand, Europeans are not the only ones learning from this war. The most dangerous geopolitical rival of the US, China, is watching this conflict closely as well and trying to learn as much as possible for its Taiwan campaign not only in the military domain, but also in diplomatic, information, and economic domains. This paper discusses possible implications for China in these domains. The authors pay special attention to the military domain divided into two subdomains, air and naval. First, a review of the literature of the Western view is conducted. Then data from semi-structured interviews with Taiwanese experts are used to compare those two views and identify possible implications for China and especially the People 's Liberation Army on the Taiwan campaign. Those two views are overall similar with minor differences.

Cute politics!: articulating the kawaii aesthetic, fandom and political participation

ABSTRACT This article explores the affective power of the kawaii (“cute” in Japanese) aesthetic in politics by drawing from the successful “cute” campaign in Taiwan’s vital presidential elections of 2000 and 2004. Based on field participation, interviews, and secondary sources, this study offers a historical-textual analysis of the ways in which cute aesthetics and fan participation alter the political communication process in postauthoritarian Taiwan. This study suggests that the prevalence of kawaii in protests and political campaigns, most salient in East and Southeast Asia today, indicates an ideological shift from masculine communication styles to an “effeminate” voice in politics. This study also exemplifies the significance of the “minor aesthetics” such as cute, zany, glamorous, and whimsical because they give voice to weak, silenced and marginalized groups. These minor aesthetic categories deserve the same level of serious attention that academics have given to the grand, the beautiful and the sublime.

May Measurement Month 2018: an analysis of blood pressure screening results from Taiwan.

To raise awareness of hypertension in the general population, we have held an annual community-based nationwide campaign for blood pressure (BP) screening. The 2018 May Measurement Month (MMM) campaign in Taiwan followed a similar protocol as the 2017 MMM campaign. We recruited adults aged 20 years and older at about 800 community pharmacies across Taiwan. After a 10-min seated rest, volunteers—consisting of community pharmacists—took three BP readings using automated BP devices. The means of the 2nd and 3rd BP readings were used as the screening BP estimates. Hypertension was defined as current use of antihypertensive medications, or the screening BP of ≥140/90 mmHg. Of the 15 365 enrolled participants with a mean age of 56.8 ± 16.4 years, 53.3% were women. After imputation, we found 48.1% of the individuals had hypertension. Among participants with hypertension, 83.7% were aware, 55.0% had controlled BP, and 81.3% were medically treated, of whom 67.7% had controlled BP (<140/90 mmHg). In contrast to the global results, our results showed that the participants with diabetes mellitus, prior myocardial infarction, or stroke had higher BP than those without these comorbidities. The annual campaign experience enables us to establish a feasible approach to raising awareness and to assessing the management of hypertension in the general population. Whether the regular annual BP screening campaign makes a lasting effect on hypertension-related disease burden awaits verification.

Introduction: Taiwan, Public Diplomacy, and the World Health Assembly

This is an introduction by the guest editor to the topical section on ‘Taiwan, Public Diplomacy, and the World Health Assembly’ of this issue of the International Journal of Taiwan Studies. The selected four papers, after a double-blind peer review process, were initially presented at a workshop entitled ‘Public Diplomacy and Taiwan's Campaign to Join the wha’, organised by the Global Communications Research Centre, Department of International Politics, Aberystwyth University, 28 March 2018.

淸朝의 包攝 政策과 鄭氏 隷下 海上集團의 轉向 - 臺灣遠征隊 구성원의 성격 분석을 중심으로 -

淸朝의 包攝 政策과 鄭氏 隷下 海上集團의 轉向 - 臺灣遠征隊 구성원의 성격 분석을 중심으로 -

Access to Children's Literature

Reading is important because if you can read, you can learn anything about everything and everything about anything. (dePaola, 2010) These words from well-known children's author Tomie dePaola are important. Having access to books, and knowing how to read those books, opens up a world of possibilities for children. Unfortunately, not all children around the world have access to books, and access to books varies greatly according to the neighborhoods in which children live. There is a disparity in access to print for those children who live in poverty (Neuman & Moland, 2019), with high-poverty neighborhoods primarily composed of minority groups having the least access to books (Bischoff & Reardon, 2014), which limits their opportunities in school and beyond. Likewise, across our world, access to books matters. Children's books also provide important moral messages in educating young readers: to be kind to others, to value friendship, and to help others, to name a few. In The Inside Track for this issue, Andrea Mei-Ying Wu, a scholar at the National Cheng Kung University in Taiwan, discusses why access to books matters in Taiwan and across the globe. She considers the implications that an emphasis on children's access to books has on their lives and on the formation of global citizenship. Wu introduces the Editorial Task Force for Children's Books and discusses its mission and the implications of its launch in the 1960s, and she explains that examining the history of this campaign in Taiwan can help teachers consider why access to books matters for students in today's world. We hope readers will find something new in this issue's five feature articles. First, Pletcher, Hudson, John, and Scott describe how to balance the hybrid role of the literacy coach and reading interventionist. Hoch, McCarty, Gurvitz, and Sitkoski examine guided inquiry in the digital age and explain how it requires instructional moves that differ from traditional methods. Rawlins and Invernizzi reconceptualize sight words and note the importance of building early reading vocabulary, and Coakley-Fields describes how a fourth-grade teacher cultivated an inclusive classroom while weaving fiction discussions into classroom instruction. Last, McVicker studies the preferences of readers, whether they prefer to be plugged or unplugged. There are also five teaching tips in this issue. Kibler and Chapman provide tips on using culturally relevant texts to improve reading outcomes. Mikita, Rodgers, Berenbon, and Winkler show the importance of targeted prompts when used with scaffolding word solving during guided reading. Beach and Bolden note how word painting supports vocabulary development. Nash, Panther, and Elson provide a description of student-created book basket labels as a culturally sustaining literacy practice in the classroom, and Thomas shows the importance of building literacy environments to motivate African American boys to read by providing texts in which they can see reflections of themselves in print. This issue's Voices From the Classroom essay was written by Rebecca Benjamin, a literacy specialist in the Schenectady City School District, New York. She discusses simple steps toward enhancing engagement in the classroom using poetry. In the two departments in this issue, Literacy Across Disciplines and Digital Literacy, Fisher and Frey offer a description of literacy stations and how they can be used in content area learning, and Gallagher, Di Cesare, and Rowsell provide an intriguing description of their work with newcomer families, the families’ digital lives, and digital literacy. Returning to the words of dePaola, “Reading is important, because if you can read, you can learn anything about everything and everything about anything.” Access to books is the first step in combating illiteracy worldwide, but we must also remember the disparity in communities that live in poverty and that access to books is a greater challenge for children in poverty than for their middle class peers.

DDT exposure in early childhood and female breast cancer: Evidence from an ecological study in Taiwan

Researchers still lack consensus on the association between exposure to DDT and the risk of breast cancer. One reason could be that the measurements of DDT obtained during or near the time of diagnosis may not reflect exposure during the etiologically relevant time period in a woman's life. This study undertook an ecological analysis to investigate whether exposure to DDT among cohort born between 1951 and 1959 (i.e. age 0–5 years) and who reached the age 50–54 years during 2001–2013 had an increased risk of breast cancer in adulthood. To do this, we used the number of DDT sprays in each township during the anti-malaria campaign in Taiwan in the 1950s as a proxy for direct DDT exposure. The DDT sprays were then linked to the township female breast cancer incidence rate in the 2000s when the birth cohorts had reached age 50–54 years. Insurance claims data were used to identify breast cancer cases during 1996–2013. Zero-Inflated Poisson regression was performed to estimate the effect of DDT sprays on the breast cancer incidence rate. The analysis was based on a total of 9 birth cohorts (1951–1959) in 349 townships who had lived at least up to age 50. On average, one DDT spray experienced during age 0–5 years was associated with an increase of 8 more female breast cancer cases per 100,000 during age 50–54. The effect appears to increase with the number of sprays. Our finding suggests that DDT exposure in early childhood could raise the risk of breast cancer in adulthood.

Long-term impacts of early-life exposure to malaria: Evidence from Taiwan's Eradication Campaign in the 1950s.

This paper utilizes the eradication campaign in Taiwan in the 1950s to estimate the long-term impacts of early-life (in utero and postnatal) exposure to malaria. Matching adults in the 1992-2012 Taiwan Social Change Survey to the malaria intensity in their individual place and year of birth, difference-in-difference estimation shows strong evidence that the eradication increased men's own educational attainment as well as their family income in adulthood. We also use the 1980 census data to show there was a sharp education increase after the eradication. Furthermore, the eradication increased the educational attainment of married men's spouses. Finally, quantile regressions show that the effect concentrated on the lower percentile of the income distribution. Overall, our results suggest negative effects of early-life exposure to malaria.

How the Microfilm Marketing Strategy Stimulates Consumers' Purchase Intention

We integrated the determinant persuasive messages of microfilms with the elaboration likelihood model to examine consumers' affective and cognitive attitude change and purchase intention. Participants were 316 Taiwanese consumers who had seen "House of Little Moments," a successful microfilm marketing campaign in Taiwan. The empirical results of confirmatory factory analysis with structural equation modeling revealed that argument quality predicted cognitive responses and story plot predicted affective responses; celebrity effect and microfilm popularity had positive effects on both affective and cognitive responses; and purchase intention was affected by both cognitive and affective responses, with affective responses having the stronger effect. These results imply that the extent of consumers' emotional reaction to persuasive messages has a particularly important influence on purchase intention in story-based advertising. Therefore, understanding the effect of persuasive messages in microfilm marketing is essential for both advertisers and marketers.

Mobilizing school children in &amp;#8220;No Smoking, Be Charming!&amp;#8221; media campaign in Taiwan

Mobilizing school children in &amp;#8220;No Smoking, Be Charming!&amp;#8221; media campaign in Taiwan

World Stroke Day in Taiwan: Raising Public Awareness of Stroke

Summary Background World Stroke Day (WSD) is an international campaign for raising stroke awareness according to the WSD proclamation. We investigated whether the 2012 WSD campaign organized in Taiwan fulfilled the requirements of the target population and improved stroke literacy among the attendees. Method A questionnaire survey regarding the 2012 WSD Taiwan campaign was administered by our trained interviewers to the attendees. Results In total, 350 attendees participated in the survey, and only 57.89% of the attendees identified the brain as the main damaged organ in stroke. Most attendees recognized ischemic stroke (85.94%) as a stroke type and hypertension (47%) as a common risk factor. The three most commonly recognized stroke symptoms were limb weakness, slurred speech, and facial weakness. Most attendees could seek medical help and call emergency services if a stroke occurred. Regarding the main themes, only 56.16% and 19.76% of the attendees knew about golden hours 123 and the FAST (Facial drooping, Arm weakness, Speech difficulties, Time) mnemonic, respectively, prior to the campaign. Furthermore, 50.44% of the attendees knew that thrombolytic therapy is the treatment of choice for stroke, and 58.06% and 40.32% of the attendees were partially and completely satisfied with the campaign, respectively. Only 20 attendees showed good stroke literacy. Conclusion When preparing for future WSD campaigns, the organizing committee must perform a detailed assessment to understand target population requirements and design more appropriate events. For promoting the WSD campaigns, proficient advertising is necessary for attracting attendees and increasing their willingness to participate.

Dissemination of Evidence-Based Practice to Directors of Nursing by an Outreach Campaign in Taiwan.

Directors of nursing (DONs) have an important influence in the dissemination of evidence-based practice (EBP) in hospital settings. The current study examined how the knowledge, skills, and behaviors of DONs changed when EBP was implemented during a 5-year, nationwide promotional campaign providing EBP-related information resources and promotional activities in regional hospitals in Taiwan. Cross-sectional questionnaire surveys for a nationwide representative sample of DONs were conducted in 2007, 2009, and 2011 to examine views related to EBP, including changes in beliefs, attitudes, knowledge, skills, behaviors, and barriers. This study enrolled 267 DONs in 2007, 257 in 2009, and 287 in 2011. During the study period, DONs' EBP knowledge and skills increased, but their beliefs and attitudes did not significantly change. Furthermore, the use of Internet-based resources, including web portals, electronic textbooks, electronic journals, and evidence-based online databases, increased. Most barriers significantly declined after the intervention. DONs' knowledge, skills, and behaviors regarding EBP increased after the multifaceted intervention. The data suggest this outreach program is useful in disseminating EBP implementation to DONs.

Long-Term Health Effects of Malaria Exposure around Birth: Evidence from Colonial Taiwan

In the early twentieth century, the Japanese colonial government initiated an island-wide malaria eradication campaign in Taiwan, resulting in not only a rapid decline in malaria across time but also elimination of disparity across regions. Exploiting variations in malaria deaths caused by the campaign, we estimate causal effects of malaria exposure around birth on the health of elderly born in the colonial period. To mitigate potential biases caused by measurement errors and omitted confounders, we employ climatic factors to instrument for malaria deaths. Our findings suggest that people who were exposed to a high malaria risk around birth tend to have a higher likelihood of cardiovascular diseases and worse cognitive functions at old age.

Rethinking the East Asian Distinction: An Example of Taiwan's Harm Reduction Policy

How do we make sense of East Asian STS studies? This article traces the debates on this theme in earlier issues of East Asian Science, Technology and Society and analyzes the different perspectives displayed. The author addresses the so-called East Asian distinction by proposing a theoretical approach based on Gilles Deleuze and Félix Guattari's notion of assemblages, which differs significantly from Latourian actor network theory. The concept's analytic advantages are illustrated by a case study of Taiwan's campaign to stem HIV transmission among injection drug users. It is hoped that the assemblage approach may enrich the scholarly repertoire of theory and encourage more studies that address the intricate relations among science, politics, culture, and policies.

Communicating environmental protests: the National Rescue Chilan Cypress Forests Campaign in Taiwan

The National Rescue Chilan Cypress Forests Campaign between 1998 and 2000 was one of Taiwan's most high-profile environmental movements. The campaign began as a concerted effort to put a stop to the operations implemented by the Veterans Affairs Commission, the managing authority of the old-growth forests in Chilan. The environmental activists then went on to demand a new national park in the area, which was approved by the central government in 2000. Focusing on the ways in which activists articulated the rationale for their protest against a seemingly technical issue, this discussion centres on the discursive themes in the activists’ narration of relevant events and environmental history of endemic cypress forests. Drawing on Luhmann's thinking, it argues that an assessment of such discourses should take into consideration the protest/issue distinction specific to modern social movements.

Long-Term Effects of Early Childhood Malaria Exposure on Education and Health: Evidence from Colonial Taiwan

In the early 20th century, the Japanese colonial government initiated an island-wide malaria eradication campaign in Taiwan, resulting in not only a rapid decline in malaria across time but also elimination of disparity across regions. Exploiting variations in malaria deaths caused by the campaign, we estimate causal effects of malaria exposure around birth on the health of elderly born in the colonial period. To mitigate potential biases caused by measurement errors and omitted confounders, we employ climatic factors to instrument for malaria deaths. Our findings suggest that people who were exposed to a high malaria risk around birth tend to have a higher likelihood of cardiovascular diseases and worse cognitive functions at old age.

Perceived partisan heterogeneity in communication networks and changes in party choice in a national election: evidence from Taiwan

Partisan voters who change their voting choice on election day account for a small proportion of the electorate, but play a decisive role in a close election. Paul Beck’s (2002) social-support theory of partisan defection states that a voter who perceives support for a candidate of the opposite party from his or her communication network is likely to defect. This study examines Beck’s theory in the context of data collected in Taiwan after the 2004 presidential election. This election was marked by competition between two camps, making it the first campaign in Taiwan’s history that resembled a two-party system. Besides providing an empirical test of the theory, this article shows that Pan-Green Camp supporters are more volatile than Pan-Blue Camp supporters, and it identifies the major factors associated with this pattern.

Taiwan's Participation in the World Health Organization: The U.S. “Facilitator” Role

Abstract In April 2009 Taiwan finally received an invitation from the World Health Organization (WHO) to attend the 62nd World Health Assembly (WHA) in Geneva as an observer. This study examines the background of Taiwan's campaign to participate in the WHO since 1997, reviews the “facilitator” role of the United States, and considers the People's Republic of China's posture concerning Taiwan's participation in the organization.

Japan's First War Reporter: Kishida Ginkō and the Taiwan Expedition

The 1874 Taiwan Expedition was a watershed event for early Meiji journalism, for it was during this conflict that Kishida Ginkō (1833–1905) became Japan's first war reporter. At a time when newspapers had only started to become a feature of daily life in Japan, Ginkō's pioneering coverage of the Taiwan campaign was an important demonstration of the newspaper's potential to the Meiji authorities, and his coverage likewise gave many readers their first concrete understandings of the reporter at work. This paper examines Ginkō's extensive writings on Taiwan with the goal of illuminating how the campaign, its setting, and the Taiwanese aborigines were understood by and represented to the Meiji reading public. It shows that more than simply conveying information about the Expedition to the reading public, Ginkō's reportage strove to situate the project as part of a broader colonial agenda that would impart ‘civilization’ to the indigenous population. In columns that stressed Japan's long-term strategic interests in the area, Ginkō called upon his readers to imagine themselves as part of the enterprise.