brave new world 2 0 pt 2
DESCRIPTION
HKU General Eduation classTRANSCRIPT
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網絡新視野 2.0
第二節:網絡社群在社會發揮的影響:從政治到社會生活文化
莫乃光2009.02.16
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回顧 2008選舉年
• 台灣 2004, 2008
• 美國 2008
• 香港 2008
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台灣總統大選 2004
• 泛藍宣傳「三.一三」大遊行的廣告中– 「帶相機拍好看的照片,留下各縣市遊行嘉年華特色,活動結束後用 email或MSN與其他縣市朋友共同分享」
– 「用手機發二封簡訊(短訊),例如換總統,救○台灣!三二 ,投二速宗!」
• 手機「催票」短訊:流動電訊商及提供代發短訊的網站都達到了三至四倍於平常的用量
• 網絡電視台如 webs-tv.net就轉播了各場總統及公投辯論,平均每場有十萬人網上收看
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台灣總統大選 2008
• Video取代 SMS; Online取代 TV
• www.ma19.net, www.vivataiwan.tv
– 可惜沒保留
• 《改變的力量》– http://www.youtube.com/watch?v=2sEnXygpGt
o
• 《逆風前進,最愛台灣,我們等你並肩而行》– http://www.youtube.com/watch?v=dW-wFAIVqJ
E
• 《守護孩子 ,守護台灣》– http://www.youtube.com/watch?v=UgHz5mrrT8
Y
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Before Obama
• Endless Love http://www.youtube.com/watch?v=nupdcGwIG-g
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美國總統大選 2008
• 奥巴馬網絡策略– 沒有互聯網,不可能勝出– Arianna Huffington: 如果在 2004,他不會勝出
• 長時間競賽– 希拉莉 www.hillaryclinton.com
– 麥可恩、佩琳
• 錢、錢、錢– 後來居上– 小數怕長計
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美國總統大選 2008
• 自發性– "I Got a Crush...On Obama"
http://www.youtube.com/watch?v=wKsoXHYICqU
– "Obama Girl Returns for Iowa" http://www.youtube.com/watch?v=ENCRu-2d35g
– "Obama and McCain Dance-off" http://www.youtube.com/watch?v=wzyT9-9lUyE
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奧巴馬網站策略及演化• 選舉網站 www.barackobama.com -- keep going!
• 過渡網站 www.change.gov
• 總統網站 www.whitehouse.gov
• Google Government
– Consistence in style
– Participatory – 參與式 人民的期望 (Pew Research)
– Segmentation 分眾策略
• 網站以外– Social networking策略
– YouTube vs TV, radio
– Blackberry
– 短訊: 8月以 SMS宣布副總統人選
• Creative Commons
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香港立法會選舉 2008
• 自己為例– 選前
• IT Voter registration It選民登記• http://www.youtube.com/watch?v=RFCqTJ-A8k0
• http://www.youtube.com/watch?v=y0X4Uy4-U_8
– charlesmok.hk 現存 www2008.charlesmok.hk • Web 2.0 features – Too much, too early?
– 政網Wiki版– Widget下載– Google Map– Webinar Live
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香港立法會選舉 2008
• 政黨製作選舉 video作用不大– 選舉法例不容許電視政治廣告– 製作手法不高
• 自己的: 'For ICT, For Hong Kong' http://www.youtube.com/watch?v=KWNW_vBXySI
• Reginababy http://www.youtube.com/watch?v=bui6TUdvuiU
• 民主黨闖出新世代MV http://www.youtube.com/watch?v=YoFIhjW3Ei8
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香港立法會選舉 2008
• 最好的還是民間的– 林忌 http://plastichk.blogspot.com/
• 經典:福佳、陳克勤等– 民建聯有佢講無人講 毓民拔刀相助
http://www.youtube.com/watch?v=RMMWde0O1eg
– 社民連最成功?
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莫乃光 Charles Mok [email protected] www.charlesmok.hk charlesmok.blogspot.com