This study focuses on the six candidates in the Democratic Progressive Party's Tainan Mayor's primary election in 2018. It analyzes each candidate who uses the media strategy to stand out from the primary polls. It is impossible for a single media to cover all the target markets. Instead, there must be a purposeful and planned use of multiple media in campaign communication activities. In addition to the traditional grassroots organization operation, the key factors are the candidate image shaping, candidate and policy marketing propaganda, and the operation of the election strategy in the work of public relations for the election.In the past, the propaganda in grassroots elections was dominated by print, outdoor advertising, newspapers and magazines, and television and radio advertisements. However, with the rapid evolution of the media and the rapid changes in the social atmosphere, the thinking of voters is constantly changing. Moreover, the media enter the immediacy and self-media mode because of the factors of the Internet. Therefore, the mode of election campaigns and the behavior of political parties are changed with the times, including the use of propaganda media, the direct use of the Internet, and the change from real to virtual. Every candidate considers the relevant questions, for example, what model should be used to let him be more popular and so forth. This research hopes to explore the voters' acceptance degree for media strategy, and how to use the media combination so as to let candidates be rapidly understood by voters and the elections be more predicable.This research, structurally based on the campaign communication strategy, campaign communication pipeline analysis, and media application strategy (three levels), analyzes the candidate's personal traits and the main axis of the campaign at the initial time; candidate political issues at the mid-term; candidate attack and defense strategies at the late time. The poll data at each stage is used as a reference for strategic effectiveness. This research finds that the candidate's media strategy is an argument, with the campaign strategy at each stage that needs to use the characteristics of the media to communicate with voters, including the initial understanding on candidates, the understanding on candidates in the medium term, more voters to support candidates in the late time. Eventually, the faction resources, intermediate voters, and supporters (who were not originally supporters) will have a magnetic effect, which brings more attention to the candidates who have more supporters in polls.