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題名 探索廣告主導向新聞：置入性行銷對電視新聞常規與記者專業性的影響
Exploring advertiser-oriented news:the impact of product placement on TV news routine and professionalism
作者 劉蕙苓
Liu, Huei-Ling
貢獻者 羅文輝
Lo, Ven-Hui
劉蕙苓
Liu, Huei-Ling
關鍵詞 置入性行銷
置入性新聞
新聞常規
專業性
廣告主導向新聞
product placement
news placement
news routine
professionalism
advertiser oriented news
日期 2008
上傳時間 18-Sep-2009 19:47:16 (UTC+8)
摘要 本論文旨在經由新聞組織常規與記者專業性兩個面向，來探討置入性行銷對電視新聞的影響。其研究問題有四：（一）了解電視新聞置入性行銷的樣貌；（二）探討置入性行銷對電視新聞常規的影響；（三）探討置入性行銷對記者專業性的影響；（四）探索廣告主導向新聞的內涵為何？

本研究以質性深度訪談三十位電視新聞工作者，有以下幾項發現：（一）電視新聞的置入性行銷應重新予以定義，其內涵應包括直接付費的專案新聞，及不直接付費的業配新聞，它們都是以服務廣告主為目的而產製的新聞。（二）自2003年起政府將置入性行銷納入公開招標項目中後，已使電視新聞組織內逐漸建制了一種產製置入性新聞的常規，它與生產一般新聞的常規有所不同，宛如一個新聞工廠卻開闢了兩條生產線，用不同的邏輯來生產不同的新聞產品。研究顯示，這種常規使組織內得以藉此分享如何產製置入性新聞的知識。同時，也使得原來在組織中不被認可的價值，藉此取得合理與合法的地位。（三）置入性行銷雖然對記者的專業性認知影響至鉅，但也並非全然悲觀。在產製置入性新聞的過程，記者會呈現出四種不同的自主模式，以協商的方式從廣告主手中爭取更多自主空間；然而，研究也發現，在公共服務的認知上，記者往往會採取自我審查的方式，淡化有爭議的訊息，或用「新聞點」的角度來合理化自己的採訪。（四）本研究進一步提出置入性新聞是一種「廣告主導向」新聞。在台灣的電視新聞界目前正同時生產三種不同價值、不同目的、不同導向的新聞，它們分別是：公共利益導向、市場導向、及廣告主導向。

儘管如此，本研究仍然主張：置入性行銷使得媒體監督的對象可以出錢來影響新聞，而新聞所傳達的資訊摻雜了包裝精良的「廣告」，最終新聞作為一種「信任貨幣」的價值盡失，媒體守望監督的功能也跛了腳，其後果不單是對新聞界的衝擊，對社會整體的負面效果更是全面的。
Product placement has been used in TV news production since 2000 in Taiwan. It raises an ethical discussion about whether journalism serves public or business interests. This study examines the use of product placement in TV journalism and its impact on TV news routine and professionalism.

By using qualitative and quantative methods, this study found the traditional definition of product placement which is used in the marketing field is not suitable for Taiwan’s news placement. The definition of news placement should include “project news placement” and “service news placement”. When the advertisers pay directly for news placement, this is called “project news placement”; on the other hand, when the advertisers pay indirectly and possibly with a promise of future rewards or benefits for the TV news organization, this is called “service news placement”.

This study found the production of this kind of paid news has become routinized . It seems like there are two assembly lines in a news factory: one for producing regular news and the other for producing paid news. Through this routinized process, journalists learn how to deal with this kind of news; in other words, the routine provide the mechanism to share the knowledge of producing paid news and also makes this kind of news legitimate in the news organization.

The results of this study also show the impact of product placement on the journalists’ perception of their professionalism. Although most TV journalists admit their autonomy has been limited due to control from advertisers who pay for the news, they still perceive they can have different autonomy models: negotiation, domination, accommodation, and carelessness. However, the perception of serving the public for journalists is quite limited. This study found that journalists focused on newsworthiness instead of public service when they were doing news placement, and journalists employ self-censorship when they are doing this paid news. Many respondents admitted they did not criticize the advertisers who pay money for reporting.

This kind of news is not serving the public but just serving business. This study suggests it should be called “advertiser oriented news”. In Taiwan, the TV news factory does produces three different kinds of news, which include public oriented, market driven, and advertiser oriented. However advertiser oriented news can be seen daily, this study concluded that unless journalists are able to report independently the audience cannot expect the news to fulfill public service. Any media organization that accepts news placement will gain profit but lose credibility in return.
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描述 博士
國立政治大學
新聞研究所
93451501
97
資料來源 http://thesis.lib.nccu.edu.tw/record/#G0093451501
資料類型 thesis
dc.contributor.advisor 羅文輝zh_TW
dc.contributor.advisor Lo, Ven-Huien_US
dc.contributor.author (Authors) 劉蕙苓zh_TW
dc.contributor.author (Authors) Liu, Huei-Lingen_US
dc.creator (作者) 劉蕙苓zh_TW
dc.creator (作者) Liu, Huei-Lingen_US
dc.date (日期) 2008en_US
dc.date.accessioned 18-Sep-2009 19:47:16 (UTC+8)-
dc.date.available 18-Sep-2009 19:47:16 (UTC+8)-
dc.date.issued (上傳時間) 18-Sep-2009 19:47:16 (UTC+8)-
dc.identifier (Other Identifiers) G0093451501en_US
dc.identifier.uri (URI) https://nccur.lib.nccu.edu.tw/handle/140.119/36814-
dc.description (描述) 博士zh_TW
dc.description (描述) 國立政治大學zh_TW
dc.description (描述) 新聞研究所zh_TW
dc.description (描述) 93451501zh_TW
dc.description (描述) 97zh_TW
dc.description.abstract (摘要) 本論文旨在經由新聞組織常規與記者專業性兩個面向，來探討置入性行銷對電視新聞的影響。其研究問題有四：（一）了解電視新聞置入性行銷的樣貌；（二）探討置入性行銷對電視新聞常規的影響；（三）探討置入性行銷對記者專業性的影響；（四）探索廣告主導向新聞的內涵為何？

本研究以質性深度訪談三十位電視新聞工作者，有以下幾項發現：（一）電視新聞的置入性行銷應重新予以定義，其內涵應包括直接付費的專案新聞，及不直接付費的業配新聞，它們都是以服務廣告主為目的而產製的新聞。（二）自2003年起政府將置入性行銷納入公開招標項目中後，已使電視新聞組織內逐漸建制了一種產製置入性新聞的常規，它與生產一般新聞的常規有所不同，宛如一個新聞工廠卻開闢了兩條生產線，用不同的邏輯來生產不同的新聞產品。研究顯示，這種常規使組織內得以藉此分享如何產製置入性新聞的知識。同時，也使得原來在組織中不被認可的價值，藉此取得合理與合法的地位。（三）置入性行銷雖然對記者的專業性認知影響至鉅，但也並非全然悲觀。在產製置入性新聞的過程，記者會呈現出四種不同的自主模式，以協商的方式從廣告主手中爭取更多自主空間；然而，研究也發現，在公共服務的認知上，記者往往會採取自我審查的方式，淡化有爭議的訊息，或用「新聞點」的角度來合理化自己的採訪。（四）本研究進一步提出置入性新聞是一種「廣告主導向」新聞。在台灣的電視新聞界目前正同時生產三種不同價值、不同目的、不同導向的新聞，它們分別是：公共利益導向、市場導向、及廣告主導向。

儘管如此，本研究仍然主張：置入性行銷使得媒體監督的對象可以出錢來影響新聞，而新聞所傳達的資訊摻雜了包裝精良的「廣告」，最終新聞作為一種「信任貨幣」的價值盡失，媒體守望監督的功能也跛了腳，其後果不單是對新聞界的衝擊，對社會整體的負面效果更是全面的。		zh_TW
dc.description.abstract (摘要) Product placement has been used in TV news production since 2000 in Taiwan. It raises an ethical discussion about whether journalism serves public or business interests. This study examines the use of product placement in TV journalism and its impact on TV news routine and professionalism.

By using qualitative and quantative methods, this study found the traditional definition of product placement which is used in the marketing field is not suitable for Taiwan’s news placement. The definition of news placement should include “project news placement” and “service news placement”. When the advertisers pay directly for news placement, this is called “project news placement”; on the other hand, when the advertisers pay indirectly and possibly with a promise of future rewards or benefits for the TV news organization, this is called “service news placement”.

This study found the production of this kind of paid news has become routinized . It seems like there are two assembly lines in a news factory: one for producing regular news and the other for producing paid news. Through this routinized process, journalists learn how to deal with this kind of news; in other words, the routine provide the mechanism to share the knowledge of producing paid news and also makes this kind of news legitimate in the news organization.

The results of this study also show the impact of product placement on the journalists’ perception of their professionalism. Although most TV journalists admit their autonomy has been limited due to control from advertisers who pay for the news, they still perceive they can have different autonomy models: negotiation, domination, accommodation, and carelessness. However, the perception of serving the public for journalists is quite limited. This study found that journalists focused on newsworthiness instead of public service when they were doing news placement, and journalists employ self-censorship when they are doing this paid news. Many respondents admitted they did not criticize the advertisers who pay money for reporting.

This kind of news is not serving the public but just serving business. This study suggests it should be called “advertiser oriented news”. In Taiwan, the TV news factory does produces three different kinds of news, which include public oriented, market driven, and advertiser oriented. However advertiser oriented news can be seen daily, this study concluded that unless journalists are able to report independently the audience cannot expect the news to fulfill public service. Any media organization that accepts news placement will gain profit but lose credibility in return.		en_US
dc.description.tableofcontents 第一章 問題意識---------------------------------- 1
第二章 文獻探討----------------------------------13
第一節 置入性行銷、新聞廣告化與新聞------------ 13
第二節 台灣置入性行銷與新聞 --------------------- 29
第三節 置入性行銷新聞內涵：廣告主導向--------------46
第四節 置入性行銷與媒介組織控制-------------------51
第五節 置入性行銷與記者的專業性-------------------69
第三章 研究方法---------------------------------90
第一節 研究方法簡述----------------------------- 90
第二節 資料蒐集方式------------------------------95
第三節 資料分析步驟-----------------------------100
第四章 資料分析---------------------------------103
第一節 描繪新聞場域中的置入性行銷新聞-------------103
第二節 置入性行銷對電視新聞常規的影響-------------115
第三節 置入性行銷對記者專業性的影響-------------- 143
第四節 本章結論---------------------------------170
第五章 研究發現與討論：兼論廣告主導向新聞的內涵及其影響 173
第一節 置入性行銷的新聞常規-----------------------173
第二節 置入性新聞下的記者專業性認知及其意涵---------186
第三節 廣告主導向新聞的內涵及影響------------------193
第四節 結構、新聞場域與專業性--------------------- 196
第六章 結論與建議---------------------------------200
第一節 管理置入性行銷的建議-----------------------200
第二節 研究限制及未來研究建議---------------------210
第三節 研究貢獻及結語--------------------------- 215
參考書目------------------------------------------224
附錄一：受訪者一覽表------------------------------- 241
附錄二：受訪者問卷(記者)----------------------------242
附錄三：受訪者問卷(主管)----------------------------246
附件一：文建會文化資訊節目招標需求 -------------------250
附件二：國民健康局「癌症防治宣導」招標需求-------------252		zh_TW
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dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G0093451501en_US
dc.subject (關鍵詞) 置入性行銷zh_TW
dc.subject (關鍵詞) 置入性新聞zh_TW
dc.subject (關鍵詞) 新聞常規zh_TW
dc.subject (關鍵詞) 專業性zh_TW
dc.subject (關鍵詞) 廣告主導向新聞zh_TW
dc.subject (關鍵詞) product placementen_US
dc.subject (關鍵詞) news placementen_US
dc.subject (關鍵詞) news routineen_US
dc.subject (關鍵詞) professionalismen_US
dc.subject (關鍵詞) advertiser oriented newsen_US
dc.title (題名) 探索廣告主導向新聞：置入性行銷對電視新聞常規與記者專業性的影響zh_TW
dc.title (題名) Exploring advertiser-oriented news:the impact of product placement on TV news routine and professionalismen_US
dc.type (資料類型) thesisen
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