本研究探討台灣 2012 年與 2016 年總統辯論中溝通風格與真實性表現的演變，分析總統候選人如何調整其修辭策略以符合選民期望、文化規範及不斷變化的政治環境及選民對於政治溝通中透明性與真實性日益重視而啟發。此研究目的為探討辯論中的溝通風格類型 (Communication styles)、真實性的表現方式 (Authenticity performance) 以及兩次選舉周期間的變化。針對三個核心研究問題，第一，政治辯論中呈現出哪些溝通風格？第二，候選人在政治話語中如何展現真實性？第三，台灣總統辯論在 2012 年與2016 年間發生了哪些變化？本研究通過定性編碼與定量方法，對辯論文本進行分析，以評估溝通風格與真實性策略的轉變。應用 Hargrave 和 Langengen（2021）的溝通風格 框 架 (Communication styles framework) 以 及 Sposito （ 2024 ） 的 真 實 性 框 架(Authenticity framework) ，本研究系統性地分析台灣獨特政治情境中修辭策略與真實性表現的動態交互，補足了現有文獻的文獻缺口。在 2012 年，候選人主要依賴抽象語言和對抗策略，尤其是像馬英九通過基於當下執政經驗為強調穩定性的基石。2016 年，溝通風格顯著轉向以解決問題為核心的政策驅動型策略，以蔡英文使用較多具體語言和基於事實的論證為典型例子，真實性表現也隨之演變；隨著選民對透明度需求的提升，真實性的核心標誌——誠實陳述，在 2016 年更加突出。蔡英文強調誠實陳述並減少指責對手的對抗策略，使其形象提升選民可信度且富有前瞻性。本研究對政治溝通領域的貢獻在於闡明候選人戰略性地調整其修辭以符合社會優先事項，並為了政治話語與公眾觀感之間不斷演變的關係提供了更深的了解。未來研究可進一步探討數位媒體對真實性表現的影響，以更深入理解現代選舉背景下的政治溝通。

This study investigates the evolution of communication styles and authenticity performances in Taiwan’s 2012 and 2016 presidential debates, the present study examines the types of communication styles in debates, how authenticity is performed, and the changes observed between these election cycles. Applying Hargrave and Langengen’s (2021) communication style framework and Sposito’s (2024) authenticity framework, the research fills a gap by systematically analyzing the dynamic interplay of rhetorical strategies and authenticity performances in political context. The study is motivated by increasing voter scrutiny and the rising importance of transparency and authenticity in political communication. Debate transcripts were analyzed using qualitative coding and quantitative methods, including normalization and statistical testing, to assess shifts in communication styles and authenticity strategies. The findings reveal significant changes between the two debates. In 2012, candidates predominantly relied on abstract language and adversarial tactics, with incumbents such as Ma Ying-jeou emphasizing stability through experience-based argumentation. By 2016, there was a marked shift toward solution-focused, policy-driven communication, exemplified by Tsai Ing-wen’s increased use of concrete language and fact-based argumentation. Authenticity performances also evolved, with truth-telling gaining prominence in 2016. Tsai’s strategic emphasis on truth-telling and reduced adversarial tactics, such as finger-pointing, positioned her as a credible and forward-thinking leader. This research contributes to the field of political communication. It highlights the growing importance of transparency, inclusivity, and practical solutions in shaping voter perceptions. Future research could delve into the role of digital media in shaping authenticity performances, providing further understanding of modern political communication in electoral campaigns.

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