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題名 歌唱選秀節目關鍵因素之產製取向研究—以「超級星光大道」為例
Sings the competition program key aspect to produce the system orientation research作者 薛聖棻 貢獻者 關尚仁
薛聖棻關鍵詞 歌唱選秀節目
關鍵元素
三角測量
收視率
Singing Contest Program
Key Elements
Triangulation
Rating日期 2009 上傳時間 5-九月-2013 14:38:45 (UTC+8) 摘要 2007年臺灣的電視圈在國內大環境欠佳、廣告市場大減，中視以高規格、高預算，製播【超級星光大道】，沒想到引發種種話題，節目爆紅。同年【超級星光大道】的受歡迎程度超過各類電視節目。使中視得以一整年靠一個節目的營收來維生。 【超級星光大道】亦甚至被媒體標示，「星光現象」成為一種異軍突起的社會文化現象。【超級星光大道】擁有什麼樣的關鍵元素，導致其瞬間爆紅。由於節目品質研究（叫好）與觀眾需求分析（叫座）向來是電視節目產製者最關注的兩大課題。故，本研究首開分析單一類型的節目是如何吸引觀眾的收視之學術性研究。 由節目產製構面的理論概念引伸，從閱聽人角度出發，在加上電視節目產製核心人物之剖析，從多種角度來觀察並分析【超級星光大道】的文本，利用學術研究方法，來回應業界所關切的問題。 本研究借用McQuail（1992）提出三類媒介表現的檢視途徑為設計概念，以Patton（1990）提出的方法（Method）三角測量法，借用多元方法取向蒐集資料，以檢驗研究發現的一致性，為尋求值得信賴的解釋。 對超級星光大道的分析上，利用文本分析，將每集節目內容、流程等進行解構，特別是收視率特別高的內容，找出其爭議點。在經由使用與滿足理論架構，描繪出閱聽眾接收與關切的節目元素。進而與焦點團體或是產製者訪談的資料進行mapping，找出其成功吸引觀眾的元素。 因此，研究結果依其對收視率表現之影響程度，分成三個層次：對收視率提升有顯著效果者有感動、多元、話題、娛樂；對樹立節目品質和口碑者有真實、專業；可能影響收視的負面元素則為操作與公平性。 本研究貢獻為學術面解決收視率無法真實解構文本的疑問，為產製面提供媒體未來複製同類型節目之觀眾輪廓或節目定位及修正節目策略的參考。關鍵詞：歌唱選秀節目、關鍵元素、三角測量、收視率
Due the domestic overall economy was poor in Taiwan during 2007, the advertisement market was shrunk largely for TV industry, while China Television Company (CTV) took an contrary way on the production of “One Million Star” with high standard and big budget, and to no one’s guess, the program was red hot to trigger all kinds of topics. In the same year, the degree of popularity from “One Million Star” surpassed all kinds of TV programs, allowing CTV to keep its operation for the whole year solely on this program. “One Million Star” is even tagged by the media, and “Superstar Phenomenon” has become a cultural phenomenon in the society all of a sudden. What the key elements are for “One Million Star” to become extremely popular all of a sudden. Due both program quality research (great quality) and audience demand analysis (great rating) have always been the two major issues concerned the most by the producers of TV programs, the paper will be the first ever to make analysis for academic research on how a single type of programs attract the audiences to watch them. By starting up from the angle of audiences, to develop from the theoretical concepts on the construct of program productions, plus to make analysis on the core people for TV program productions, and from various angles, to observe as well as to make analysis on the scripts of “One Million Star”, using academic research methods, to make response on the questions concerned by people in the industry. The paper borrows the examination route offered by McQuail(1992) on the presentation of three types of media as the design concept, and using Triangulation method offered by Patton (1990), to collect data with diverse methods for examining the consistency in the research findings, in order to seek for reliable explanations. For the analysis on “One Million Star”, by using scripts for analysis, to take down on matters such as program contents and process flows from each running show, and to find out any disputable points, especially on those contents with extremely high rating. Through the construct of uses and gratification theory, to illustrate the program elements that are received and concerned by the audiences. Next, to work on mapping with the data made from focus groups or interviews of program producers, in order to find out what are the successful elements to attract audiences.Accordingly, on the basis of effects to rating performances, the study results are divided into three categories: for those with significant effects on the increase of rating, they are to include sensation, diversity, topics, and entertainment; for those able to establish program quality and word-of-mouth, they are to include authenticity, and professionalism; for those possibly with negative effects on rating, they are to include operating and fairness.The contribution of the paper is to solve the question from academic aspect that rating is not able to truly break down scripts, and as reference of audience outline or program positioning and program strategy revisions for duplicating similar programs by the providing media from production aspect in the future.Keyword: Singing Contest Program, Key Elements, Triangulation, Rating參考文獻 一、中文部分丁榮國（1999）。〈電視收視率量與質的探討〉，《復興崗學報》，67，頁191-222。中華民國無線電視年鑑(1977)。《中華民國無線電視年鑑：民國65年～民國66年》，第1輯。台北：電視學會。王石番（1991）。《傳播內容分析法—理論與實證》。台北：幼獅文化事業公司。王偉忠（2007）。《歡迎大家收看—王偉忠的※＃△＊》。台北市：文化天下。頁219。台視二十年（1982）。《台視二十年》。台北：台灣電視公司。台視三十年（1992）。《台視三十年》。台北：台灣電視公司。司徒達賢（1995）。《策略管理》。台北：遠流。司徒達賢（1998）。《為管理定位》。台北：天下雜誌。刊欣（2002年9月16日）。〈美國版「五燈獎」，帶動行銷新旋風〉，《商業周刊》，773：158-159。吳思華（1998）。《產業政策與企業策略》，中華經濟研究所。吳碧玉（2003）。《民宿經營成功關鍵因素之研究-以核心資源觀點理論》。私立朝陽科技大學企業管理系碩士論文。沈怡君（2009）。《以使用與滿足理論觀點探討台灣電視選秀節目閱聽行為之研究》。中國科技大學運籌管理研究所碩士論文。林芳玫（1994）。〈觀眾研究初探－由「梅花三弄」談文本、解讀策略、與大眾文 化意識形態〉，《新文學研究》，49，頁123-155。林政杰（2009）。《青少年對素人選秀節目全是與認同研究—以「我愛黑澀會」與「模范棒棒堂」為例。》玄奘大學資訊傳播研究所碩士論文。邱琬淇（2008）。《「新三中」跨媒體集團資源整合與綜效—以「超級星光大道」之節目策略為例》。國立政治大學廣播電視學研究所碩士論文。涂春河（1990）。〈光電產業關鍵成功因素之研究〉。中山大學企業管理研究所碩士論文。高世威（2000）。《電視戲劇節目製播流程之品質管制》。國立政治大學廣告學系碩士論文。高渠（1985）。《電視廣告創作學》。台北：華視。郭學文（2006）。〈《超級女聲》熱傳播的傳播學解析〉，《東南傳播》。2006，第一期。翁秀琪（1998）。《大眾傳播理論與實證》。台北：三民。張依雯（1999）。《新聞學研究》，61期，頁179-222。許進福（2001）。〈高科技產業建構知識管理系統關鍵成功因素之研究〉。中原大學。陳良玨（2004）。〈IT產業採用電子化學習關鍵成功因素分析〉，國立台灣師範大學研究所碩士論文。陳冠霖（2007）。《從體驗行銷及偶像崇拜角度探討部落格的設置對電視節目之影響》。國立屏東商業技術學院資訊管理研究所碩士論文。陳政佑（2009）。《從選秀節目SuperStarAve BBS版看網路月聽人之日常收視經驗》。國立政治大學廣播電視學硏究所碩士論文。陳清河、劉立行、蔡念中（1996）。《電視節目製作》。台北：五南。陳萬淇（1995）。《個案研究法》。台北：萬泰書局。單小懿（2007）。〈Web2.0加持，真人實境秀商機無限：超級星光大道從網路找回電視觀眾〉，《商業周刊》，1024：56。彭芸、鍾起惠、陳一香（1999）。《由節目評鑑看電視品質標準的建立》。行政院新聞局委託研究。湯凱喻（2003）。〈高科技企業推行知識管理實務之關鍵成功因素〉，立德科技大學研究所碩士論文。張惠嵐（2008）。〈擬仿時代? 真人實境節目下“過度的” 閱聽人-以超級星光大道為例〉，《傳播與管理研究》，第八卷，第一期，頁85-124。黃宏義譯 （1984）。大前研一著，《策略家的智慧》。長河出版社。黃深勳、黃營杉、洪順慶、吳青松與陳松柏（1998）。《行銷概論》。空中大學。黃營杉（1994）。國立台北大學企業管理研究所企業政策教材。劉俊廷（2007）。《從行銷觀點探討「超級星光大道」關鍵成功因素》。淡江大學管理科學研究所企業經營碩士在職專班碩士論文。廣電人（2003）。《台灣地區電視觀眾研究報告》。廣電人市場研究。謝章富（1988）。《電視節目主持研究》。台北：合記圖書出版社。謝凱宇、林舒柔譯(原Robert M. 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Belmont：Wadsworth, Inc.三、網路部分中國時報網頁http://news.pchome.com.tw/entertainment/chinatimes/20071122/index-20071122015061240900.html 工商時報網頁 www.ltu.edu.tw/~ltuemba/002.doc自由時報網頁http://www.libertytimes.com.tw/2008/new/jan/21/today-show11.htm 全球華人行銷知識庫，《解析「超級星光大道的節目行銷」》http://www.cyberone.tw/ItemDetailPage/MainContent/05MediaContent.aspx?MMMediaType=OMMEDIA&offset=12&MMContentNoID=43158東森電子報網頁[http://www.ettoday.com/2007/06/14/37-2111712.htm ETtoday聯合新聞網http://udn.com/NEWS/main.html30雜誌網http://forum.30.com.tw/Board/show.aspx?go=533管中祥部落格[http://blog.roodo.com/benla/archives/3663113.html 工頭監部落．部落格臥客http://www.bluecircus.net/uenWei部落格 http://eyewithouts.blogspot.com/2007/09/blog-post.html。Binkg部落格 http://www.ireading.cc/review/review.aspx?rid=15227 描述 碩士
國立政治大學
傳播學院碩士在職專班
93941012
98資料來源 http://thesis.lib.nccu.edu.tw/record/#G0093941012 資料類型 thesis dc.contributor.advisor 關尚仁 zh_TW dc.contributor.author (作者) 薛聖棻 zh_TW dc.creator (作者) 薛聖棻 zh_TW dc.date (日期) 2009 en_US dc.date.accessioned 5-九月-2013 14:38:45 (UTC+8) - dc.date.available 5-九月-2013 14:38:45 (UTC+8) - dc.date.issued (上傳時間) 5-九月-2013 14:38:45 (UTC+8) - dc.identifier (其他 識別碼) G0093941012 en_US dc.identifier.uri (URI) http://nccur.lib.nccu.edu.tw/handle/140.119/60377 - dc.description (描述) 碩士 zh_TW dc.description (描述) 國立政治大學 zh_TW dc.description (描述) 傳播學院碩士在職專班 zh_TW dc.description (描述) 93941012 zh_TW dc.description (描述) 98 zh_TW dc.description.abstract (摘要) 2007年臺灣的電視圈在國內大環境欠佳、廣告市場大減，中視以高規格、高預算，製播【超級星光大道】，沒想到引發種種話題，節目爆紅。同年【超級星光大道】的受歡迎程度超過各類電視節目。使中視得以一整年靠一個節目的營收來維生。 【超級星光大道】亦甚至被媒體標示，「星光現象」成為一種異軍突起的社會文化現象。【超級星光大道】擁有什麼樣的關鍵元素，導致其瞬間爆紅。由於節目品質研究（叫好）與觀眾需求分析（叫座）向來是電視節目產製者最關注的兩大課題。故，本研究首開分析單一類型的節目是如何吸引觀眾的收視之學術性研究。 由節目產製構面的理論概念引伸，從閱聽人角度出發，在加上電視節目產製核心人物之剖析，從多種角度來觀察並分析【超級星光大道】的文本，利用學術研究方法，來回應業界所關切的問題。 本研究借用McQuail（1992）提出三類媒介表現的檢視途徑為設計概念，以Patton（1990）提出的方法（Method）三角測量法，借用多元方法取向蒐集資料，以檢驗研究發現的一致性，為尋求值得信賴的解釋。 對超級星光大道的分析上，利用文本分析，將每集節目內容、流程等進行解構，特別是收視率特別高的內容，找出其爭議點。在經由使用與滿足理論架構，描繪出閱聽眾接收與關切的節目元素。進而與焦點團體或是產製者訪談的資料進行mapping，找出其成功吸引觀眾的元素。 因此，研究結果依其對收視率表現之影響程度，分成三個層次：對收視率提升有顯著效果者有感動、多元、話題、娛樂；對樹立節目品質和口碑者有真實、專業；可能影響收視的負面元素則為操作與公平性。 本研究貢獻為學術面解決收視率無法真實解構文本的疑問，為產製面提供媒體未來複製同類型節目之觀眾輪廓或節目定位及修正節目策略的參考。關鍵詞：歌唱選秀節目、關鍵元素、三角測量、收視率 zh_TW dc.description.abstract (摘要) Due the domestic overall economy was poor in Taiwan during 2007, the advertisement market was shrunk largely for TV industry, while China Television Company (CTV) took an contrary way on the production of “One Million Star” with high standard and big budget, and to no one’s guess, the program was red hot to trigger all kinds of topics. In the same year, the degree of popularity from “One Million Star” surpassed all kinds of TV programs, allowing CTV to keep its operation for the whole year solely on this program. “One Million Star” is even tagged by the media, and “Superstar Phenomenon” has become a cultural phenomenon in the society all of a sudden. What the key elements are for “One Million Star” to become extremely popular all of a sudden. Due both program quality research (great quality) and audience demand analysis (great rating) have always been the two major issues concerned the most by the producers of TV programs, the paper will be the first ever to make analysis for academic research on how a single type of programs attract the audiences to watch them. By starting up from the angle of audiences, to develop from the theoretical concepts on the construct of program productions, plus to make analysis on the core people for TV program productions, and from various angles, to observe as well as to make analysis on the scripts of “One Million Star”, using academic research methods, to make response on the questions concerned by people in the industry. The paper borrows the examination route offered by McQuail(1992) on the presentation of three types of media as the design concept, and using Triangulation method offered by Patton (1990), to collect data with diverse methods for examining the consistency in the research findings, in order to seek for reliable explanations. For the analysis on “One Million Star”, by using scripts for analysis, to take down on matters such as program contents and process flows from each running show, and to find out any disputable points, especially on those contents with extremely high rating. Through the construct of uses and gratification theory, to illustrate the program elements that are received and concerned by the audiences. Next, to work on mapping with the data made from focus groups or interviews of program producers, in order to find out what are the successful elements to attract audiences.Accordingly, on the basis of effects to rating performances, the study results are divided into three categories: for those with significant effects on the increase of rating, they are to include sensation, diversity, topics, and entertainment; for those able to establish program quality and word-of-mouth, they are to include authenticity, and professionalism; for those possibly with negative effects on rating, they are to include operating and fairness.The contribution of the paper is to solve the question from academic aspect that rating is not able to truly break down scripts, and as reference of audience outline or program positioning and program strategy revisions for duplicating similar programs by the providing media from production aspect in the future.Keyword: Singing Contest Program, Key Elements, Triangulation, Rating en_US dc.description.tableofcontents 第一章 緒論 .…………………………………………………………………………………………..4第一節 研究背景與動機 .………………………………………………………………………….4第二節 研究目的與問題 …………………………………………………………………………..9第三節 研究架構 …………………………………………………………………………………….10第二章 文獻探討 ………………………………………………………………………………….11第一節 歌唱選秀電視節目的定義、興起背景與相關研究 …………………..11第二節 歌唱選秀節目的產製流程的構面分析 ………………………………………18第三節 閱聽眾的使用與滿足 ………………………………………………………………….28第四節 關鍵成功因素研究 ……………………………………………………………………..33第三章 研究設計 ………………………………………………………………………………….39第一節 研究方法 …………………………………………………………………………………….39第二節 研究對象 …………………………………………………………………………………….50第三節 研究流程 …………………………………………………………………………………….51第四章 研究分析與討論 ………………………………………………………………………52第一節 構想呈現與策略分析 …………………………………………………………………52第二節 文本分析 …………………………………………………………………………………….60第三節 閱聽眾解讀 …………………………………………………………………………………77第四節 關鍵元素之三角檢測與收視率觀察 ………………………………………….90第五章 結論與建議 ……………………………………………………………………………...95第一節 研究發現與貢獻 ………………………………………………………………………….95第二節 研究限制與建議 ……………………………………………………………………….100參考文獻 ………………………………………………………………………………………………...101附錄A 樣本播出日期、集數、收視率、主題 …………………………….………108附錄B 深度訪談逐字稿 ……………………………………………………………………....113 圖目錄圖一：研究架構圖...………………………………………………………………………………………………13圖二：節目構想主題鏈..............................................................................................21圖三：節目構想呈現鏈..............................................................................................22圖四：節目夠想接觸鏈..............................................................................................22圖五：節目製作模式中的因果模式..........................................................................24圖六：節目製作模式中的效果模式..........................................................................25圖七：製造和販賣媒介產品的步驟..........................................................................25圖八：媒介滿足的尋求與獲得的期望值模式..........................................................34圖九：找出關鍵成功因素..........................................................................................40圖十：策略的最佳來源..............................................................................................40圖十一：質性研究與量化研究三角校正的層級......................................................50圖十二：本研究之三角測量架構..............................................................................51圖十三：研究流程圖..................................................................................................54圖十四：超級星光大道第一屆整體收視率..............................................................94圖十五：超級星光大道第二屆整體收視率..............................................................95圖十六：關鍵元素三角測量圖...................................................................................99表目錄表一：焦點團體名單...................................................................................................44表二：超級星光大道的播出資訊...............................................................................46表三：超級星光大道抽樣之樣本集數.......................................................................47表四：研究技術的互補矩陣：三角交叉...................................................................49表五：樣本評審名單...................................................................................................71表六：評語用字整理...................................................................................................72 zh_TW dc.format.extent 1901360 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/#G0093941012 en_US dc.subject (關鍵詞) 歌唱選秀節目 zh_TW dc.subject (關鍵詞) 關鍵元素 zh_TW dc.subject (關鍵詞) 三角測量 zh_TW dc.subject (關鍵詞) 收視率 zh_TW dc.subject (關鍵詞) Singing Contest Program en_US dc.subject (關鍵詞) Key Elements en_US dc.subject (關鍵詞) Triangulation en_US dc.subject (關鍵詞) Rating en_US dc.title (題名) 歌唱選秀節目關鍵因素之產製取向研究—以「超級星光大道」為例 zh_TW dc.title (題名) Sings the competition program key aspect to produce the system orientation research en_US dc.type (資料類型) thesis en dc.relation.reference (參考文獻) 一、中文部分丁榮國（1999）。〈電視收視率量與質的探討〉，《復興崗學報》，67，頁191-222。中華民國無線電視年鑑(1977)。《中華民國無線電視年鑑：民國65年～民國66年》，第1輯。台北：電視學會。王石番（1991）。《傳播內容分析法—理論與實證》。台北：幼獅文化事業公司。王偉忠（2007）。《歡迎大家收看—王偉忠的※＃△＊》。台北市：文化天下。頁219。台視二十年（1982）。《台視二十年》。台北：台灣電視公司。台視三十年（1992）。《台視三十年》。台北：台灣電視公司。司徒達賢（1995）。《策略管理》。台北：遠流。司徒達賢（1998）。《為管理定位》。台北：天下雜誌。刊欣（2002年9月16日）。〈美國版「五燈獎」，帶動行銷新旋風〉，《商業周刊》，773：158-159。吳思華（1998）。《產業政策與企業策略》，中華經濟研究所。吳碧玉（2003）。《民宿經營成功關鍵因素之研究-以核心資源觀點理論》。私立朝陽科技大學企業管理系碩士論文。沈怡君（2009）。《以使用與滿足理論觀點探討台灣電視選秀節目閱聽行為之研究》。中國科技大學運籌管理研究所碩士論文。林芳玫（1994）。〈觀眾研究初探－由「梅花三弄」談文本、解讀策略、與大眾文 化意識形態〉，《新文學研究》，49，頁123-155。林政杰（2009）。《青少年對素人選秀節目全是與認同研究—以「我愛黑澀會」與「模范棒棒堂」為例。》玄奘大學資訊傳播研究所碩士論文。邱琬淇（2008）。《「新三中」跨媒體集團資源整合與綜效—以「超級星光大道」之節目策略為例》。國立政治大學廣播電視學研究所碩士論文。涂春河（1990）。〈光電產業關鍵成功因素之研究〉。中山大學企業管理研究所碩士論文。高世威（2000）。《電視戲劇節目製播流程之品質管制》。國立政治大學廣告學系碩士論文。高渠（1985）。《電視廣告創作學》。台北：華視。郭學文（2006）。〈《超級女聲》熱傳播的傳播學解析〉，《東南傳播》。2006，第一期。翁秀琪（1998）。《大眾傳播理論與實證》。台北：三民。張依雯（1999）。《新聞學研究》，61期，頁179-222。許進福（2001）。〈高科技產業建構知識管理系統關鍵成功因素之研究〉。中原大學。陳良玨（2004）。〈IT產業採用電子化學習關鍵成功因素分析〉，國立台灣師範大學研究所碩士論文。陳冠霖（2007）。《從體驗行銷及偶像崇拜角度探討部落格的設置對電視節目之影響》。國立屏東商業技術學院資訊管理研究所碩士論文。陳政佑（2009）。《從選秀節目SuperStarAve BBS版看網路月聽人之日常收視經驗》。國立政治大學廣播電視學硏究所碩士論文。陳清河、劉立行、蔡念中（1996）。《電視節目製作》。台北：五南。陳萬淇（1995）。《個案研究法》。台北：萬泰書局。單小懿（2007）。〈Web2.0加持，真人實境秀商機無限：超級星光大道從網路找回電視觀眾〉，《商業周刊》，1024：56。彭芸、鍾起惠、陳一香（1999）。《由節目評鑑看電視品質標準的建立》。行政院新聞局委託研究。湯凱喻（2003）。〈高科技企業推行知識管理實務之關鍵成功因素〉，立德科技大學研究所碩士論文。張惠嵐（2008）。〈擬仿時代? 真人實境節目下“過度的” 閱聽人-以超級星光大道為例〉，《傳播與管理研究》，第八卷，第一期，頁85-124。黃宏義譯 （1984）。大前研一著，《策略家的智慧》。長河出版社。黃深勳、黃營杉、洪順慶、吳青松與陳松柏（1998）。《行銷概論》。空中大學。黃營杉（1994）。國立台北大學企業管理研究所企業政策教材。劉俊廷（2007）。《從行銷觀點探討「超級星光大道」關鍵成功因素》。淡江大學管理科學研究所企業經營碩士在職專班碩士論文。廣電人（2003）。《台灣地區電視觀眾研究報告》。廣電人市場研究。謝章富（1988）。《電視節目主持研究》。台北：合記圖書出版社。謝凱宇、林舒柔譯(原Robert M. 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