電視改革的第三人效果與新社會運動模式──以大高雄地區民眾意見調查為例

Abstract

本研究主要目的是想瞭解大高雄地區居民對電視與電視改革行動的認知及評價，並探討第三人效果與其他可能影響因素。路徑分析發現：受訪者教育程度愈高、愈具備電視批判效能感、愈不認為電視對自己有太多負面影響、愈自認瞭解電視產業發展者、愈贊同媒體管制看法的民眾，就愈傾向支持電視改革。而單因子變異數分析則顯示，愈認為別人與自己都不太受電視負面影響者可能才是臺灣電視改革的主要支持群體。

The study aims to understand how the residents in Kaohsiung city and county perceive and evaluate Taiwan’s television performance and reform. The third-person effect as well as other possible influential factors are also taken into account and empirically examined in a telephone survey. According to the statistical results of a path analysis, residents with a higher education, media efficacy, and regulatory views tend to support television reform. Contrary to the hypothesis of the third-person effect, the study argues that the less negative impacts on both themselves and others are presumed by those respondents, the more likely that they will support television reform. A new social movement model has been tested and suggested as a better approach to comprehend television reform in southern Taiwan.