| dc.creator (作者) | 王毓莉 | zh_TW |
| dc.date (日期) | 2009-01 | |
| dc.date.accessioned | 14-Dec-2016 14:18:31 (UTC+8) | - |
| dc.date.available | 14-Dec-2016 14:18:31 (UTC+8) | - |
| dc.date.issued (上傳時間) | 14-Dec-2016 14:18:31 (UTC+8) | - |
| dc.identifier.uri (URI) | http://nccur.lib.nccu.edu.tw/handle/140.119/104867 | - |
| dc.description.abstract (摘要) | 本研究以Jowet與O’Donnell（1999）的宣傳過程模式為架構，佐以文獻探討、個案次級資料、以及深度訪談法，分析「八榮八恥」議題的宣傳，研究發現：議題宣傳，屬於自上而下的「政令傳達」，傳播者以黨的組織、政府機構、教育機構、傳播媒介為主；傳播內容，雖逐漸重視「視覺化」，但內容鋪陳，仍以「教條式」、「典範式」居多；宣傳通路與手段，有較多的創新作法；宣傳的目標對象，具高度「針對性」；但傳播效果仍有限。此外，影響中國宣傳轉變的因素有：政治宣傳控制、傳媒商業化、網路新科技、社會變遷。 | |
| dc.description.abstract (摘要) | This study aims to discuss the performance and the transition of mainland China`s propaganda in the new era by taking the `Eight Honors & Eight Disgraces` agenda as a case study. Based on the framework of Jowett and O`Donnell`s `propaganda model,` this study applies the research methods of literature review, secondary analysis and in-depth interviews to the discussion. The findings are: the communicators of the `Eight Honors & Eight Disgraces` agenda are mainly communist party organizations, government agencies, educational institutions, mass media, publishers, and very few interest groups or individuals; the content style belongs to the traditional written though gradually shifts to the `visual oriented,` which is still `dogmatic` and `exemplary`; although there are more innovative practices in terms of channels and means, and the stratified audience is `highly targeted,` the effect is still limited. In addition, the five factors which affect mainland China`s propaganda transition are: political control, media commercialization, the new technology of the Internet, and the social changes. | |
| dc.format.extent | 643919 bytes | - |
| dc.format.mimetype | application/pdf | - |
| dc.relation (關聯) | 廣告學研究, 31, 35-64 | |
| dc.subject (關鍵詞) | 八榮八恥 ; 網際網路 ; 傳媒商業化 ; 宣傳 | |
| dc.subject (關鍵詞) | Eight Honors & Eight Disgraces ; The internet ; Media commercialization ; Propaganda | |
| dc.title (題名) | 中國大陸「八榮八恥」議題宣傳之研究 | zh_TW |
| dc.title.alternative (其他題名) | A Study of Propaganda for the `Eight Honors & Eight Disgraces` Agenda in Mainland China | |
| dc.type (資料類型) | article | |
