Please use this identifier to cite or link to this item: https://ah.nccu.edu.tw/handle/140.119/14894


Title: 特定族群對廣電媒體的需求及收視聽行為:以客家人與原住民為例
Other Titles: The Needs and Viewing Behavior of the Hakka & the Aborigines
Authors: 劉幼琍
Date: 1999-06
Issue Date: 2008-12-16 14:44:21 (UTC+8)
Abstract: "我國一些特定族群(如客家人與原住民)的傳播權益過去一直不受到政府重視,早期是因為受到廣電法語言比例的限制,所以特定族群的廣電節目很少有播出的機會。目前政府開放廣電頻道已有五年,媒體市場競爭非常激烈。特定族群無論是客家人或原住民,因為目標觀眾較窄。自然不為廣告商重視。尤其原住民是少數族群,在廣電媒體的呈現最弱勢。客家族群雖然佔全省人口的一成多,但是客家媒體的數目也遠不及其人口比例。美國從一九七八年起,就有延遲付稅證明、折價出售、比較聽證會和平等就業機會等優惠少數族群的廣電政策。澳洲更有特別廣播公司(SBS),以原住民為主要的服務對象。反觀我國,不但原住民媒體相當弱勢,就連客家人雖然不是少數族群,但是在廣電媒體中的弱勢處境,也值得我們探討。本文以客家人和原住民為研究對象,瞭解他們對廣電節目與媒體的需求及其收視聽行為的異同。以下為本文探討的主題:
 1.客家人與原住民擁有廣電設備及裝設有線電視情況。
 2.客家人與原住民的收視聽行為。
 3.客家人與原住民對節目類型的偏好。
 4.客家人與原住民對廣電媒體的使用動機與滿意程度。
 5.客家人與原住民對廣電節目語言和字幕的看法。
 6.客家人與原住民對廣電媒體與節目的需求。研究方法包括:(一)文獻分析法:涵蓋客家人與原住民的傳播行為、廣電節目中的語言問題等:(二)問卷調查法:依行政區域劃分做分層抽樣,取得受訪者樣本後做全省面訪。本研究發現無論是客家人或原住民,皆認為廣電媒體對特定族群所提供的報導與服務,在量的方面有明顯的不足,在質的方面也有待加強。特定族群在台灣有的是少數(如原住民),有的雖不是少數(如客家人),也都常被媒體忽略。要解決目前特定族群廣電媒體普遍不足以及媒體報導常常扭曲特定族群形象的情形,除了消極保障他們的廣電媒介接近權外,更應鼓勵特定族群自辦媒體或讓他們也能參與廣電媒體的製播工作。此外,特定族群本身的自覺與自我認同感也十分重要。唯有如此,特定族群才能直接或間接地在廣電媒體中擁有更多的發聲空間,甚至保留或發揚其族群的語言與文化。" In the past, the Hakka and the Aborigines were neglected or misrepresented in the broadcast media. Since the government opened up the spectrum in 1993, there have been increased many new radio stations and one television station. The competition among the media is fierce. Most of the media and the advertisers do not pay much attention to the needs of the Hakka and the Aborigines, because they are not the media's target audience. The purpose of this paper is (1) to study the communication behavior of the Hakka and the Aborigines; (2) to find out the preference for program type of the Hakka and the Aborigines; (3) to analyze the uses and gratification of the media of the Hakka and the Aborigines; (4) to examine the perception of the Hakka and the Aborigines for the language and caption used in the electronic media; (5) to find out the needs of the Hakka and the Aborigines for the program and the media. Research methods include literature review and survey. The study finds that the Hakka and the Aborigines were not satisfied with the program content and the quantity shown in the broadcast media. It suggests that the government adopt preference policy or help the Hakka and the Aborigines build their own stations. The self-consciousness, self-recognition and participation for the broadcast media is also important for the Hakka and the Aborigines to carry out.
Relation: 國立政治大學學報,78,337-386
Data Type: article
Appears in Collections:[廣播電視學系] 期刊論文
[第78期] 期刊論文

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