台灣主要報紙媒體報導國際重大事件行銷策略之研究－以伊拉克戰爭為例

Abstract

人類進入21 世紀，原本應是強調多元、協調、和平、進步的氛圍，但竟然就\n在連第一個十年的一半都尚未結束，就爆發了即使是戰亂頻繁的20 世紀也難\n得一見的大規模戰爭─伊拉克戰爭；當然，伊拉克戰爭有著基督教世界與回教\n世界對抗的歷史遠因，也有著美國遭受911 恐怖攻擊的近因，但其所造成的影\n響可能會牽動21 世紀。\n伊拉克戰爭自然是眾所矚目的重大國際新聞事件，過去一向遭質疑國際觀不夠\n的台灣媒體並沒有在報導此重大新聞中缺席，甚至，許多媒體還派出記者親赴\n戰區傳回第一手新聞，加上新傳播科技的助力，從統計分析來看，台灣主要報\n紙媒體在報導21 世紀頭一場戰爭中的表現，較過去為醒目。但本研究分析國\n內3 大主要報紙媒體有關伊拉克戰爭的報導，並在相同的基礎上對比美國專業\n新聞標竿與輿論領導品牌Washington Post，再納入事件行銷概念，希望能以更佳的高度、廣度、和深度上，探究國內報紙媒體報導國際重大新聞事件的作為。

As it ushered in the 21st century, the world was supposed to enter an atmosphere that focused on peace, diversity, harmony and progress. However, in less than half of the first decade of the century, the United States waged a war on Iraq. The large scale of the war was even rarely seen in the 20th century that was frequently troubled by wars and turmoil. Of course, the centuries-old conflict between\nChristianity and Islam is one reason, while the terrorists attacks on the United States on Sept. 11, 2001 is another. The Iraq war could have a profound impact on the rest of the 21st century.\nThe Iraq war received the attention of the media worldwide, including those in Taiwan that had often been criticized for the lack of sufficient international news coverage. Many media outlets even assigned reporters to the war zone in Iraq for the first-hand reporting with the use of new technologies. Statistics collected for this paper show that major newspapers in Taiwan have provided improved coverage\nfor the first war in the 21st century than previous wars. This paper’s analysis focuses on Iraq war-related reports in three major Chinese-language newspapers in Taiwan and compares them with those reports in the Washington Post, a leading and influential U.S. newspaper. To provide a wide-scope and in-depth analysis, this paper also aims to discuss the role of the concept of event marketing in the\ncoverage of major international events by news media in Taiwan.