dc.contributor.advisor | 羅文輝 | zh_TW |
dc.contributor.advisor | Lo, Ven-Hui | en_US |
dc.contributor.author (作者) | 劉蕙苓 | zh_TW |
dc.contributor.author (作者) | Liu, Huei-Ling | en_US |
dc.creator (作者) | 劉蕙苓 | zh_TW |
dc.creator (作者) | Liu, Huei-Ling | en_US |
dc.date (日期) | 2008 | en_US |
dc.date.accessioned | 18-九月-2009 19:47:16 (UTC+8) | - |
dc.date.available | 18-九月-2009 19:47:16 (UTC+8) | - |
dc.date.issued (上傳時間) | 18-九月-2009 19:47:16 (UTC+8) | - |
dc.identifier (其他 識別碼) | G0093451501 | en_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) | 93451501 | zh_TW |
dc.description (描述) | 97 | zh_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.language.iso | en_US | - |
dc.source.uri (資料來源) | http://thesis.lib.nccu.edu.tw/record/#G0093451501 | en_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 placement | en_US |
dc.subject (關鍵詞) | news placement | en_US |
dc.subject (關鍵詞) | news routine | en_US |
dc.subject (關鍵詞) | professionalism | en_US |
dc.subject (關鍵詞) | advertiser oriented news | en_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 professionalism | en_US |
dc.type (資料類型) | thesis | en |
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