美貌對候選人得票率的影響－以2004年立委選舉為例

Beauty Premiums in Politics-The Case of the 2004 Legislator Elections in Taiwan

10.6277/ter.2008.361.3

李承達(Cheng-Da Li)；駱明慶(Ming-Ching Luoh)

美貌 ； 得票率 ； 政治 ； beauty premium ； election ； politics

經濟論文叢刊

36卷1期（2008 / 03 / 01）

67 - 113

繁體中文

本文以2004年台灣立法委員選舉爲例，探討美貌對候選人得票率的影響。首先，使用選舉公報刊載之候選人相片，我們邀請16位評審爲386名候選人評定相貌類別，發現男性候選人相貌類別的分佈較女性候選人偏向較差的類別。接著，我們嘗試由相貌分數中，分離出不受評審特性影響的相貌水準。相貌水準的分析顯示，相對於男性候選人，女性候選人相貌水準較高的現象隨年齡的增加而消失；在同一性別內，平均相貌水準隨年齡遞減，相貌的差異也逐漸縮小；隨著教育程度的增加，相貌水準則有遞增的現象；4個主要政黨的候選人，其相貌水準較無黨籍及其他政黨的候選人高。以所有候選人爲對象的分析顯示，相貌水準提高1個標準差，將使得票率增加約20.5%。在政黨差異方面，相貌水準的係數在4個主要政黨的候選人之間並不顯著，政黨的配票策略使得候選人作爲政黨代理人的角色更爲突顯，也因而削弱了美貌的影響力。對無黨籍及其他政黨候選人而言，相貌水準提高1個標準差，將使得票率增加50%。此外，選區的都市化程度越高，美貌對無黨籍和其他政黨候選人得票率的影響越大。

Using data from the 2004 legislator elections, this paper studies the effect of beauty on election outcomes. First, based on photos scanned from the election bulletin, the beauty of 386 candidates is rated by 16 judges. Second, after taking out the influence of judge's personal characteristics, beauty scores are formed. The analyses of beauty scores show that the beauty scores of female candidates are higher than the male candidates on average and the gender differences in beauty scores diminish with age. The average beauty scores decrease with age for both men and women, while the variation within the same sex also decreases with age. It is shown that the beauty scores becomes higher as the level of education increases, and candidates from the four major parties score higher than all the other candidates. As for the beauty premium, it is found that moving up 1 standard deviation on the beauty scale will increase one's votes by 20.5%. Furthermore, for candidates from the 4 major parties, the coefficient of beauty is not significant and the vote-splitting strategy reduces the effect of beauty. For independent candidates and candidates from other parties, the beauty premium does exist and its size is so great that moving up 1 standard deviation on the beauty scale will increase the votes gathered by 50%. It is also shown that the beauty premium for independent candidates and candidates from other parties is higher in more urbanized electoral districts.

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