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題名 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作者 張家誠
Chang, Chia Cheng貢獻者 張卿卿
Chang, Ching Ching
張家誠
Chang, Chia Cheng關鍵詞 自我一致性
自我概念
文化認同
在地化
Self congruency
Self concept
Cultural identity
Localization日期 2016 上傳時間 8-Feb-2017 16:52:32 (UTC+8) 摘要 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。 參考文獻 中文部分文化部(2014)。《102年電視產業調查》(編號:1010400392)。臺北:文化部影視及流行音樂產業局。李天鐸(2002)。〈有線電視的產業命脈是內容,不是硬體〉。《國改分析》。李政忠(2003)。〈以「連結」觀點思考媒體業者在全球化趨勢中的經營策略〉。《新聞學研究》,75: 1-36。陳炳宏(2002)。〈台灣電視產業組織與經營管理之變遷〉,《台灣電視四十年回顧與前瞻研討會論文集》,351-378。黃琮軒(2015)。《辛普森家庭在台灣:翻譯、改編、全球在地化的探討》。輔仁大學跨文化研究所翻譯學碩士論文。褚姵君(2004年11月29日)。〈台北電視節市場開鑼 賣10集台劇 才夠買1集韓劇〉。《民生報》,C2版。楊起鳳(2005年6月6日)。〈鄭文華:台劇 拿什麼跟韓劇比〉。《星報》,11版。顏雅玲(2005)。《從創造文化經濟的角度論台灣電視戲劇產業之革新:以韓劇發展模式為例》。政治大學廣播與電視研究所碩士論文。英文部分Chang, C. (2000) The effects of personality on product evaluations. Advances in Consumer Research, 28, 26–33.Chang, C. (2002). Self congruency as a cue in different advertising processing contexts. Communication Research, 29, 503–536.Chang, C. (2005a). The moderating influence of ad framing for ad-self congruency effects. Psychology & Marketing, 22(12), 955-968. Chang, C. (2005b). Seeing the small picture: ad-self versus ad-culture congruency in international advertising. Journal of Business and Psychology, 20(3), 445-465. Chang, C. (2008a). Chronological Age Versus Cognitive Age For Younger Consumers: Implications for Advertising Persuasion. Journal of Advertising, 37(3), 19-32.Chang, C. (2008b). The global look: the effectiveness of ads featuring western models and English brand names in an Asian market. Journal of Advertising Research, 48, 199–214.Chang, C. (2012). Is that website for me? Website-self-congruency effects triggered by visual design. International Journal of Advertising, 31(4), 835-860. Debevec, K. & Iyer, E. (1988) Self-referencing as a mediator of the effectiveness of sex-role portrayals in advertising. Psychology and Marketing, 5, 71-84.Debevec, K. & Romeo, J.B. (1992) Self-referent processing in perceptions of verbal and visual commercial information. Journal of Consumer Psychology, 1, 83-102.Diener, E. (1999). Introduction to the Special Section on the Structure of Emotion. Journal of Personality and Social Psychology, 76(5), 803-804. Dwivedi, A., Johnson, L. W., & McDonald, R. E. (2015). Celebrity endorsement, self-brand connection and consumer-based brand equity. Journal of Product & Brand Management, 24(5), 449-461.Escalas, J. E. (2004), “Narrative processing: building consumer connections to brands”, Journal of Consumer Psychology, 14(1), 168-180.Escalas, J.E. & Bettman, J.R. (2003) You are what they eat: the influence of reference groups on consumer connections to brands. Journal of Consumer Psychology, 13, 339–348.Escalas, J. E., & Bettman, J. R. (2009). Connecting with Celebrities: Celebrity Endorsement, Brand Meaning, and Self-Brand Connections. Retrieved from http://elab.vanderbilt.edu/Documents/PDF/Connecting%20with%20Celebrities%20-%20Celebrity%20Endorsement,%20Brand%20Meaning,%20and%20Self-Brand%20Connections%20%5BEscalas,%20Bettman%5D.pdfHall, S., Held, D., Hubert, D., & Thompson, K. (1997) Modernity: An Introduction to Modern Societies. UK: Blackwell Publishers Ltd.Hoskins, C., & Mirus, R. (1988). Reasons for the US Dominance of the International Trade in Television Programmes. Media, Culture and Society, 10, 499-515.Iwabuchi, K. (2002). Recentering globalization: Popular culture and Japanese transnationalism. Durham, NC: Duke University Press.Lewin, K. (1951). Field theory in social science. New York, NY: Harper. Matthews, G., Jones, D. M., & chamberlain, A. G. (1990). Refining the measurement of mood: The UWIST Mood Adjective Checklist. British Journal of Psychology, 81, 17-42.Tajfel, H. (1978). Differentiation between social groups: Studies in the social psychology of intergroup relations. London: Academic Press. Lu, X., & H. P. Lo. (2007). Television Audience Satisfaction: Antecedents and Consequences. Journal of Advertising Research 47(3), 354-363. 描述 碩士
國立政治大學
傳播學院傳播碩士學位學程
103464033資料來源 http://thesis.lib.nccu.edu.tw/record/#G1034640331 資料類型 thesis dc.contributor.advisor 張卿卿 zh_TW dc.contributor.advisor Chang, Ching Ching en_US dc.contributor.author (Authors) 張家誠 zh_TW dc.contributor.author (Authors) Chang, Chia Cheng en_US dc.creator (作者) 張家誠 zh_TW dc.creator (作者) Chang, Chia Cheng en_US dc.date (日期) 2016 en_US dc.date.accessioned 8-Feb-2017 16:52:32 (UTC+8) - dc.date.available 8-Feb-2017 16:52:32 (UTC+8) - dc.date.issued (上傳時間) 8-Feb-2017 16:52:32 (UTC+8) - dc.identifier (Other Identifiers) G1034640331 en_US dc.identifier.uri (URI) http://nccur.lib.nccu.edu.tw/handle/140.119/106485 - dc.description (描述) 碩士 zh_TW dc.description (描述) 國立政治大學 zh_TW dc.description (描述) 傳播學院傳播碩士學位學程 zh_TW dc.description (描述) 103464033 zh_TW dc.description.abstract (摘要) 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。 zh_TW dc.description.tableofcontents 第一章 緒論 1第一節 研究背景與動機 1第二節 研究目的 2第二章 文獻探討 3第一節 全球化影響下的影視產品 3第二節 文化一致性 6第三節 以自我一致性為基礎的認知與情感回應 10第三章 研究方法 16第一節 研究架構 16第二節 實驗設計 18第三節 研究變項之操作型定義與問卷設計 21第四章 研究結果與分析 27第一節 樣本數量與描述性統計 27第二節 信度檢測 27第三節 操弄檢定 29第四節 假設驗證 30第五章 結論 34第一節 發現與討論 34第二節 實務貢獻 34第三節 研究限制與未來研究建議 35參考文獻 38附錄一、在地化元素整理 42附錄二、正式施測問卷 43 zh_TW dc.format.extent 1047496 bytes - dc.format.mimetype application/pdf - dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G1034640331 en_US dc.subject (關鍵詞) 自我一致性 zh_TW dc.subject (關鍵詞) 自我概念 zh_TW dc.subject (關鍵詞) 文化認同 zh_TW dc.subject (關鍵詞) 在地化 zh_TW dc.subject (關鍵詞) Self congruency en_US dc.subject (關鍵詞) Self concept en_US dc.subject (關鍵詞) Cultural identity en_US dc.subject (關鍵詞) Localization en_US dc.title (題名) 在地化行不行? —影視消費與身份認同之關係探討 zh_TW dc.title (題名) Does Localization Work? An Exploration into Relationship between Media Consumption and Identity en_US dc.type (資料類型) thesis en_US dc.relation.reference (參考文獻) 中文部分文化部(2014)。《102年電視產業調查》(編號:1010400392)。臺北:文化部影視及流行音樂產業局。李天鐸(2002)。〈有線電視的產業命脈是內容,不是硬體〉。《國改分析》。李政忠(2003)。〈以「連結」觀點思考媒體業者在全球化趨勢中的經營策略〉。《新聞學研究》,75: 1-36。陳炳宏(2002)。〈台灣電視產業組織與經營管理之變遷〉,《台灣電視四十年回顧與前瞻研討會論文集》,351-378。黃琮軒(2015)。《辛普森家庭在台灣:翻譯、改編、全球在地化的探討》。輔仁大學跨文化研究所翻譯學碩士論文。褚姵君(2004年11月29日)。〈台北電視節市場開鑼 賣10集台劇 才夠買1集韓劇〉。《民生報》,C2版。楊起鳳(2005年6月6日)。〈鄭文華:台劇 拿什麼跟韓劇比〉。《星報》,11版。顏雅玲(2005)。《從創造文化經濟的角度論台灣電視戲劇產業之革新:以韓劇發展模式為例》。政治大學廣播與電視研究所碩士論文。英文部分Chang, C. (2000) The effects of personality on product evaluations. Advances in Consumer Research, 28, 26–33.Chang, C. (2002). Self congruency as a cue in different advertising processing contexts. Communication Research, 29, 503–536.Chang, C. (2005a). The moderating influence of ad framing for ad-self congruency effects. Psychology & Marketing, 22(12), 955-968. Chang, C. (2005b). Seeing the small picture: ad-self versus ad-culture congruency in international advertising. Journal of Business and Psychology, 20(3), 445-465. Chang, C. (2008a). Chronological Age Versus Cognitive Age For Younger Consumers: Implications for Advertising Persuasion. Journal of Advertising, 37(3), 19-32.Chang, C. (2008b). The global look: the effectiveness of ads featuring western models and English brand names in an Asian market. Journal of Advertising Research, 48, 199–214.Chang, C. (2012). Is that website for me? Website-self-congruency effects triggered by visual design. International Journal of Advertising, 31(4), 835-860. Debevec, K. & Iyer, E. (1988) Self-referencing as a mediator of the effectiveness of sex-role portrayals in advertising. Psychology and Marketing, 5, 71-84.Debevec, K. & Romeo, J.B. (1992) Self-referent processing in perceptions of verbal and visual commercial information. Journal of Consumer Psychology, 1, 83-102.Diener, E. (1999). Introduction to the Special Section on the Structure of Emotion. Journal of Personality and Social Psychology, 76(5), 803-804. Dwivedi, A., Johnson, L. W., & McDonald, R. E. (2015). Celebrity endorsement, self-brand connection and consumer-based brand equity. Journal of Product & Brand Management, 24(5), 449-461.Escalas, J. E. (2004), “Narrative processing: building consumer connections to brands”, Journal of Consumer Psychology, 14(1), 168-180.Escalas, J.E. & Bettman, J.R. (2003) You are what they eat: the influence of reference groups on consumer connections to brands. Journal of Consumer Psychology, 13, 339–348.Escalas, J. E., & Bettman, J. R. (2009). Connecting with Celebrities: Celebrity Endorsement, Brand Meaning, and Self-Brand Connections. Retrieved from http://elab.vanderbilt.edu/Documents/PDF/Connecting%20with%20Celebrities%20-%20Celebrity%20Endorsement,%20Brand%20Meaning,%20and%20Self-Brand%20Connections%20%5BEscalas,%20Bettman%5D.pdfHall, S., Held, D., Hubert, D., & Thompson, K. (1997) Modernity: An Introduction to Modern Societies. UK: Blackwell Publishers Ltd.Hoskins, C., & Mirus, R. (1988). Reasons for the US Dominance of the International Trade in Television Programmes. Media, Culture and Society, 10, 499-515.Iwabuchi, K. (2002). Recentering globalization: Popular culture and Japanese transnationalism. Durham, NC: Duke University Press.Lewin, K. (1951). Field theory in social science. New York, NY: Harper. Matthews, G., Jones, D. M., & chamberlain, A. G. (1990). Refining the measurement of mood: The UWIST Mood Adjective Checklist. British Journal of Psychology, 81, 17-42.Tajfel, H. (1978). Differentiation between social groups: Studies in the social psychology of intergroup relations. London: Academic Press. Lu, X., & H. P. Lo. (2007). Television Audience Satisfaction: Antecedents and Consequences. Journal of Advertising Research 47(3), 354-363. zh_TW