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題名 HTC企業新聞稿與媒體報導的議題設定研究
The Agenda-Setting Effects of Corporate News Releases on Media Coverage of HTC
作者 何榮軒
Eddie Ho
貢獻者 陳憶寧
Chen, Yi-Ning
何榮軒
Eddie Ho
關鍵詞 議題設定
資訊津貼
新聞稿
平面媒體報導
agenda-setting
information subsidies
news releases
print news coverage
日期 2012
上傳時間 2-Sep-2013 17:01:44 (UTC+8)
摘要 本研究探討企業新聞稿與台灣媒體報導之間的議題設定效果，以台灣品牌宏達電子為例。
透過內容分析法，比較2010年至2012年間新聞稿與媒體報導間議題屬性關連，結果發現其議題設定的過程中，雖有新聞稿給予的資訊津貼，但媒體仍保有新聞自主權。故本文能作為台灣企業間公關人士於編撰新聞稿時的一項參考依據。
This study intends to examine the relationship between corporate news releases and news coverage in Taiwan based on the theoretical framework of agenda-setting theory and information subsidies, taking a global smart phone company, HTC, which is founded in Taiwan, as an example. A content analysis is utilized as the research methodology.
Two purposes are served in the study. One is to gain a better understanding of the relationship between corporate news releases and news coverage, providing a broader portrait for future studies, for the reason that researches in the past related to news releases and media agenda mainly focused on politics, elections, and other political issues. And the other is to examine the influence of news releases by corporate public relations practitioners and how much journalists and editors in Taiwan depend on the corporate news releases, as the business reference for reputation management and public relations activities in the corporations and the relationship with news organizations in Taiwan. Results shows that the sub-attributes in the news release are correlated with ones in the news coverage; however, the attributes are not correlated, suggesting the journalistic autonomy coexist with information subsidies in the agenda-setting process.
參考文獻 Carroll, C. E., & McCombs, M. (2003). Agenda-setting effects of business news on public`s images and opinions about major corporations. Corporate Reputation Review, 6, 36-46.
Chen, Y. N. K. (2003). Setting media`s agenda in the 2001 Taipei county chief election: An application of a functional analysis of political campaign discourse. Mass Communication Research, 74, 45-72.
Curtin, P. A. (1999). Reevaluating public relations information subsidies: Market-driven journalism and agenda-building theory and practice. Journal of Public Relations Research, 11, 53-90.
Chen, H.-L. (2011). Effects of country-of-origin, consumer patriotism, and values on brand strength: A multiple-attribute setting. Paper presented at the 2010 International Conference on E-business, Management and Economics, Hong Kong.
Deephouse, D. L. (2000). Media reputation as a strategic resource: An integration of mass communication and resource-based theories`. Journal of Management, 26(6), 1091-1112.
Fombrun, C. J., Gardberg, N. A., & Sever, J. M. (1999). The reputation Quotient: A multi-stakeholder measure of corporate reputation. The Journal of Brand Management, 7(4), 241-255.
Gandy, O. H. (1982). Beyond agenda setting: Information subsidies and public policy. Norwood, NJ: Ablex.
Griffin, R. J., & Dunwoody, S. (1995). Impact of information subsidies and community structure on local press coverage of environment contamination. Journalism & Mass Communication Quarterly, 72, 271-284.
Hale, F. D. (1978). Press releases vs. Newspaper coverage of California supreme court decision. Journalism & Mass Communication Quarterly, 55, 696-710.
Kennamer, J. D. (1992). Public, opinion, the press, and public policy. Westport, CT: Praeger.
Kim, S. H., Scheufele, D. A., & Shanahan, J. (2002). Think about it this way: Attribute agenda-setting function of the press and the public`s evaluation of a local issue. Journalism & Mass Communication Quarterly, 79, 7-25.
Kiousis, S., Mitrook, M., Wu, X., & Seltzer, T. (2006). First- and second-level agenda-building and agenda-setting effects: Exploring the linkages among candidate news releases, media coverage, and public opinion during the 2002 Florida gubernatorial election. Journal of Public Relations Research, 18(3), 265-285.
Kiousis, S., Popescu, C., & Mitrook, M. (2007). Understanding influence on corporate reputation: An examination of public relations efforts, media coverage, public opinion, and financial performance from an agenda-building and agenda-setting perspective. Journal of Public Relations Research, 19(2), 147-165.
Kiousis, S., & McCombs, M. (2004). Agenda-setting effects and attitude strength: Political figures during the 1996 presidential election. Communication Research, 31(1), 36-57.
McCombs, M. (2004). Setting the agenda: The mass media and public opinion. Malden, MA: Blackwell.
McCombs, M. (2005). A look at agenda-setting: Past, present and future. Journalism Studies, 6, 543-557.
McCombs, M., Lopez-Escobar, E., & Llamas, J. P. (2000). Setting the agenda of attributes in the 1996 Spanish general election. Journal of Communication, 50(2), 77-92.
McCombs, M., & Shaw, D. (1972). The agenda-setting function of mass media. Public Opinion Quarterly, 36, 176-185.
Ohl, C. M., Pincus, J. D., Rimmer, T., & Harrison, D. (1995). Agenda building role of news releases in corporate takeovers. Public Relations Review, 21(2), 89-101.
Pavlik, J. V. (1987). Public relations: What research tells us. Newbury Park, CA: Sage.
Pincus, J. D., Rimmer, T., Rayfield, R. E., & Cropp, F. (1993). Newspaper editors` perceptions of public relations: How business, news, and sport editors differ. Journal of Public Relations Research, 5(1), 27-45.
Shameen, A. (2011). HTC: A smart play on smartphone, Barron`s.
Shoemaker, P. J., & Reese, S. D. (1991). Mediating the message: Theories of influences on mass media content (2 ed.): Longman.
Sweetser, K. D., & Brown, C. W. (2008). Information subsidies and agenda-building during the Israel-Lebanon crisis. Public Relations Review, 34, 359-366.
Scheufele, D. A. (1999). Framing as a theory of media effects. Journal of Communication, 49(1), 103-122.
描述 碩士
國立政治大學
國際傳播英語碩士學位學程(IMICS)
100461002
101
資料來源 http://thesis.lib.nccu.edu.tw/record/#G1004610021
資料類型 thesis
dc.contributor.advisor 陳憶寧zh_TW
dc.contributor.advisor Chen, Yi-Ningen_US
dc.contributor.author (Authors) 何榮軒zh_TW
dc.contributor.author (Authors) Eddie Hoen_US
dc.creator (作者) 何榮軒zh_TW
dc.creator (作者) Eddie Hoen_US
dc.date (日期) 2012en_US
dc.date.accessioned 2-Sep-2013 17:01:44 (UTC+8)-
dc.date.available 2-Sep-2013 17:01:44 (UTC+8)-
dc.date.issued (上傳時間) 2-Sep-2013 17:01:44 (UTC+8)-
dc.identifier (Other Identifiers) G1004610021en_US
dc.identifier.uri (URI) http://nccur.lib.nccu.edu.tw/handle/140.119/59470-
dc.description (描述) 碩士zh_TW
dc.description (描述) 國立政治大學zh_TW
dc.description (描述) 國際傳播英語碩士學位學程(IMICS)zh_TW
dc.description (描述) 100461002zh_TW
dc.description (描述) 101zh_TW
dc.description.abstract (摘要) 本研究探討企業新聞稿與台灣媒體報導之間的議題設定效果，以台灣品牌宏達電子為例。
透過內容分析法，比較2010年至2012年間新聞稿與媒體報導間議題屬性關連，結果發現其議題設定的過程中，雖有新聞稿給予的資訊津貼，但媒體仍保有新聞自主權。故本文能作為台灣企業間公關人士於編撰新聞稿時的一項參考依據。		zh_TW
dc.description.abstract (摘要) This study intends to examine the relationship between corporate news releases and news coverage in Taiwan based on the theoretical framework of agenda-setting theory and information subsidies, taking a global smart phone company, HTC, which is founded in Taiwan, as an example. A content analysis is utilized as the research methodology.
Two purposes are served in the study. One is to gain a better understanding of the relationship between corporate news releases and news coverage, providing a broader portrait for future studies, for the reason that researches in the past related to news releases and media agenda mainly focused on politics, elections, and other political issues. And the other is to examine the influence of news releases by corporate public relations practitioners and how much journalists and editors in Taiwan depend on the corporate news releases, as the business reference for reputation management and public relations activities in the corporations and the relationship with news organizations in Taiwan. Results shows that the sub-attributes in the news release are correlated with ones in the news coverage; however, the attributes are not correlated, suggesting the journalistic autonomy coexist with information subsidies in the agenda-setting process.		en_US
dc.description.tableofcontents 1. Introduction 1
1.1 HTC Public Relations and Journalism in Taiwan 2
1.2 Research Purposes 4
2. Literature Review 6
2.1 Information Subsidies 6
2.2 Agenda-setting Theory 9
2.2.1 First-level and second-level agenda setting 10
2.2.2 Setting media`s agenda 11
2.2.3 Attributes of corporate reputation agenda 13
2.2.4 Affective tone of attributes 15
2.3 Research Questions 17
3. Methodology 18
3.1 Sample Selection 18
3.2 Unit of Analysis 18
3.3 Variables 22
3.4 Intercoder Reliability 25
4. Results 27
4.1 Substantive Sub-Attributes 27
4.2 Substantive Attributes 31
4.3 Affective Tones and Agenda Valence 33
4.4 Correlation between News Release and News Coverage 40
5. Discussion 43
5.1 Substantive Attributes and Sub-attributes 44
5.2 Affective Tones and Agenda Valence 46
5.3 Limitations 47
5.4 Future Research 47
5.5 Conclusions 48
References 50
APPENDICES 54
Appendix A: Codebook 55
Appendix B: Coding Sheet 72
Appendix C: Example: Comparison between the news release and news coverage 73		zh_TW
dc.format.extent 844787 bytes-
dc.format.mimetype application/pdf-
dc.language.iso en_US-
dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G1004610021en_US
dc.subject (關鍵詞) 議題設定zh_TW
dc.subject (關鍵詞) 資訊津貼zh_TW
dc.subject (關鍵詞) 新聞稿zh_TW
dc.subject (關鍵詞) 平面媒體報導zh_TW
dc.subject (關鍵詞) agenda-settingen_US
dc.subject (關鍵詞) information subsidiesen_US
dc.subject (關鍵詞) news releasesen_US
dc.subject (關鍵詞) print news coverageen_US
dc.title (題名) HTC企業新聞稿與媒體報導的議題設定研究zh_TW
dc.title (題名) The Agenda-Setting Effects of Corporate News Releases on Media Coverage of HTCen_US
dc.type (資料類型) thesisen
dc.relation.reference (參考文獻) Carroll, C. E., & McCombs, M. (2003). Agenda-setting effects of business news on public`s images and opinions about major corporations. Corporate Reputation Review, 6, 36-46.
Chen, Y. N. K. (2003). Setting media`s agenda in the 2001 Taipei county chief election: An application of a functional analysis of political campaign discourse. Mass Communication Research, 74, 45-72.
Curtin, P. A. (1999). Reevaluating public relations information subsidies: Market-driven journalism and agenda-building theory and practice. Journal of Public Relations Research, 11, 53-90.
Chen, H.-L. (2011). Effects of country-of-origin, consumer patriotism, and values on brand strength: A multiple-attribute setting. Paper presented at the 2010 International Conference on E-business, Management and Economics, Hong Kong.
Deephouse, D. L. (2000). Media reputation as a strategic resource: An integration of mass communication and resource-based theories`. Journal of Management, 26(6), 1091-1112.
Fombrun, C. J., Gardberg, N. A., & Sever, J. M. (1999). The reputation Quotient: A multi-stakeholder measure of corporate reputation. The Journal of Brand Management, 7(4), 241-255.
Gandy, O. H. (1982). Beyond agenda setting: Information subsidies and public policy. Norwood, NJ: Ablex.
Griffin, R. J., & Dunwoody, S. (1995). Impact of information subsidies and community structure on local press coverage of environment contamination. Journalism & Mass Communication Quarterly, 72, 271-284.
Hale, F. D. (1978). Press releases vs. Newspaper coverage of California supreme court decision. Journalism & Mass Communication Quarterly, 55, 696-710.
Kennamer, J. D. (1992). Public, opinion, the press, and public policy. Westport, CT: Praeger.
Kim, S. H., Scheufele, D. A., & Shanahan, J. (2002). Think about it this way: Attribute agenda-setting function of the press and the public`s evaluation of a local issue. Journalism & Mass Communication Quarterly, 79, 7-25.
Kiousis, S., Mitrook, M., Wu, X., & Seltzer, T. (2006). First- and second-level agenda-building and agenda-setting effects: Exploring the linkages among candidate news releases, media coverage, and public opinion during the 2002 Florida gubernatorial election. Journal of Public Relations Research, 18(3), 265-285.
Kiousis, S., Popescu, C., & Mitrook, M. (2007). Understanding influence on corporate reputation: An examination of public relations efforts, media coverage, public opinion, and financial performance from an agenda-building and agenda-setting perspective. Journal of Public Relations Research, 19(2), 147-165.
Kiousis, S., & McCombs, M. (2004). Agenda-setting effects and attitude strength: Political figures during the 1996 presidential election. Communication Research, 31(1), 36-57.
McCombs, M. (2004). Setting the agenda: The mass media and public opinion. Malden, MA: Blackwell.
McCombs, M. (2005). A look at agenda-setting: Past, present and future. Journalism Studies, 6, 543-557.
McCombs, M., Lopez-Escobar, E., & Llamas, J. P. (2000). Setting the agenda of attributes in the 1996 Spanish general election. Journal of Communication, 50(2), 77-92.
McCombs, M., & Shaw, D. (1972). The agenda-setting function of mass media. Public Opinion Quarterly, 36, 176-185.
Ohl, C. M., Pincus, J. D., Rimmer, T., & Harrison, D. (1995). Agenda building role of news releases in corporate takeovers. Public Relations Review, 21(2), 89-101.
Pavlik, J. V. (1987). Public relations: What research tells us. Newbury Park, CA: Sage.
Pincus, J. D., Rimmer, T., Rayfield, R. E., & Cropp, F. (1993). Newspaper editors` perceptions of public relations: How business, news, and sport editors differ. Journal of Public Relations Research, 5(1), 27-45.
Shameen, A. (2011). HTC: A smart play on smartphone, Barron`s.
Shoemaker, P. J., & Reese, S. D. (1991). Mediating the message: Theories of influences on mass media content (2 ed.): Longman.
Sweetser, K. D., & Brown, C. W. (2008). Information subsidies and agenda-building during the Israel-Lebanon crisis. Public Relations Review, 34, 359-366.
Scheufele, D. A. (1999). Framing as a theory of media effects. Journal of Communication, 49(1), 103-122.		zh_TW