Please use this identifier to cite or link to this item: https://ah.nccu.edu.tw/handle/140.119/106485


Title: 在地化行不行? —影視消費與身份認同之關係探討
Does Localization Work? An Exploration into Relationship between Media Consumption and Identity
Authors: 張家誠
Chang, Chia Cheng
Contributors: 張卿卿
Chang, Ching Ching
張家誠
Chang, Chia Cheng
Keywords: 自我一致性
自我概念
文化認同
在地化
Self congruency
Self concept
Cultural identity
Localization
Date: 2016
Issue Date: 2017-02-08 16:52:32 (UTC+8)
Abstract: 2014年,台灣FOX頻道播出美國長青諷刺卡通《辛普森家庭》,以其台味十足的配音風格而紅極一時。台灣《辛普森家庭》揉合了在地當時流行的時事話題,與原版內容大相逕庭,卻深受台灣觀眾喜愛。然而,即使廣受歡迎,台版《辛普森家庭》也為部分觀眾所批評,認為其喪失原版樣貌,在網路上亦興起一波攻擊與護航熱議。過去研究指出,人們傾向接觸與自己相近的事物,也比較喜歡這樣的內容(Markus & Wurf, 1987; Chang, 2002, 2005, 2008a, 2011)。
據此,本研究以雜揉兩種文化的影視文化產品出發,試圖於自我一致性理論(Self Congruency Theory)版圖中加入影視消費一環。因此,本研究以「知覺影片文化」與「既存文化認同」之交互作用切入,欲了解兩者之間的關係。此外,本研究亦試圖剖析閱聽人觀影時的心理機制,加入閱聽人觀影後的認知反應(自我參照、自我-影片連結、心理距離)與情感反應(正向情緒、觀影享受),測試其對於影片態度的效果。
本研究採單因子實驗設計,以「知覺影片文化」為自變項,以「文化認同」為調節變項,兩者之交互作用項作為分析之用;此外,亦探討自我參照、自我-影片連結、心理距離、正向情緒、觀影享受等五概念對於影片態度之中介效果。研究結果指出,知覺影片文化與文化認同之交互作用並未能顯著預測影片態度,文中討論研究限制所在與未來研究建議。
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Description: 碩士
國立政治大學
傳播學院傳播碩士學位學程
103464033
Source URI: http://thesis.lib.nccu.edu.tw/record/#G1034640331
Data Type: thesis
Appears in Collections:[傳播學院傳播碩士學位學程] 學位論文

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