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題名 台灣連續劇之健康訊息初探性研究–以《風水世家》為例
An Exploratory Analysis of Health Content in Prime Time Drama –Taking Feng-Shui Family as an Example
作者 黃巧伶
Huang, Chiao Lin
貢獻者 劉文英
Liu, Wen Ying
黃巧伶
Huang, Chiao Lin
關鍵詞 本土連續劇
風水世家
教育性娛樂
健康傳播
entertainment education
health communication
TV health content
prime time drama
日期 2015
上傳時間 1-Oct-2015 14:19:58 (UTC+8)
摘要 許多觀眾將電視當作獲得健康資訊的首要來源，過往研究已證明觀眾會受到熱門電視節目所陳述的健康資訊影響，進而提高健康風險的警覺性，甚至帶來態度或行為之改變。鑒於過往台灣相關研究有限，本文使用內容分析法，以《風水世家》為例做初探性研究，探討台灣觀眾從本土連續劇中接收到哪些健康資訊。
研究發現，連續劇內容中雖有諸多對健康議題之描寫，但其教育性尚待提升。劇情則呈現出相當高比例的暴力情節，但對於常見疾病，例如:癌症、心臟疾病、腦血管疾病多輕描淡寫帶過，此現象可能會分散觀眾對於常見疾病的警覺性，因而錯過黃金就醫時機。
值得注意的是，劇中像是感冒或是代理孕母等情節都與時事同步，觀眾因文化相似性和親近性，能與劇中角色感同身受，產生共鳴。台灣本土連續劇現多為「邊拍邊播」形式，若設置具專業媒合機構為平台，提供準確醫藥知識或故事情節給予劇組，不僅對整體影視產業的內容精緻程度有所助益，也能幫助台灣節目提升寓教於樂之效果。
Many TV viewers consider TV as their primary source to obtain health information. Studies have shown that audiences may be influenced by health-related information depicted in popular TV shows, and further, raise awareness of health risks, modify their attitudes and even behaviors. As limited studies were conducted in Taiwan, this study was an exploratory analysis to see the types of health information Taiwanese viewers are receiving from TV. A total of 426 episodes from Feng-Shui Family were analyzed using content analysis.
Results indicated that despite a large quantity of health contents, the educational quality of the storylines in prime time drama can be much improved. In addition, a high proportion of violence was portrayed, while common diseases like cancer, heart diseases or brain diseases had a relatively low depiction. Not only could this divert viewers’ attention, it might also result in a loss of chance to alert millions viewers to the symptoms, treatment or prevention health information they are more likely to face.
It fact, it was interesting to discover that some health storylines, such as common cold or surrogacy issues, synced with on-going events. By merging cultural cues into scripts, audiences could identify themselves with the characters, thus it evoked a sense of cultural resonance due to familiarity. As prime time dramas in Taiwan are mostly in a live-shoot system, the television and film industry could benefit from an independent, well informed matchup platform that offers accurate health information or stories. In the long run, such platform will also enhance the entertainment and educational value of the program.
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描述 碩士
國立政治大學
國際傳播英語碩士學位學程(IMICS)
101461010
資料來源 http://thesis.lib.nccu.edu.tw/record/#G0101461010
資料類型 thesis
dc.contributor.advisor 劉文英zh_TW
dc.contributor.advisor Liu, Wen Yingen_US
dc.contributor.author (Authors) 黃巧伶zh_TW
dc.contributor.author (Authors) Huang, Chiao Linen_US
dc.creator (作者) 黃巧伶zh_TW
dc.creator (作者) Huang, Chiao Linen_US
dc.date (日期) 2015en_US
dc.date.accessioned 1-Oct-2015 14:19:58 (UTC+8)-
dc.date.available 1-Oct-2015 14:19:58 (UTC+8)-
dc.date.issued (上傳時間) 1-Oct-2015 14:19:58 (UTC+8)-
dc.identifier (Other Identifiers) G0101461010en_US
dc.identifier.uri (URI) http://nccur.lib.nccu.edu.tw/handle/140.119/78763-
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) 101461010zh_TW
dc.description.abstract (摘要) 許多觀眾將電視當作獲得健康資訊的首要來源，過往研究已證明觀眾會受到熱門電視節目所陳述的健康資訊影響，進而提高健康風險的警覺性，甚至帶來態度或行為之改變。鑒於過往台灣相關研究有限，本文使用內容分析法，以《風水世家》為例做初探性研究，探討台灣觀眾從本土連續劇中接收到哪些健康資訊。
研究發現，連續劇內容中雖有諸多對健康議題之描寫，但其教育性尚待提升。劇情則呈現出相當高比例的暴力情節，但對於常見疾病，例如:癌症、心臟疾病、腦血管疾病多輕描淡寫帶過，此現象可能會分散觀眾對於常見疾病的警覺性，因而錯過黃金就醫時機。
值得注意的是，劇中像是感冒或是代理孕母等情節都與時事同步，觀眾因文化相似性和親近性，能與劇中角色感同身受，產生共鳴。台灣本土連續劇現多為「邊拍邊播」形式，若設置具專業媒合機構為平台，提供準確醫藥知識或故事情節給予劇組，不僅對整體影視產業的內容精緻程度有所助益，也能幫助台灣節目提升寓教於樂之效果。		zh_TW
dc.description.abstract (摘要) Many TV viewers consider TV as their primary source to obtain health information. Studies have shown that audiences may be influenced by health-related information depicted in popular TV shows, and further, raise awareness of health risks, modify their attitudes and even behaviors. As limited studies were conducted in Taiwan, this study was an exploratory analysis to see the types of health information Taiwanese viewers are receiving from TV. A total of 426 episodes from Feng-Shui Family were analyzed using content analysis.
Results indicated that despite a large quantity of health contents, the educational quality of the storylines in prime time drama can be much improved. In addition, a high proportion of violence was portrayed, while common diseases like cancer, heart diseases or brain diseases had a relatively low depiction. Not only could this divert viewers’ attention, it might also result in a loss of chance to alert millions viewers to the symptoms, treatment or prevention health information they are more likely to face.
It fact, it was interesting to discover that some health storylines, such as common cold or surrogacy issues, synced with on-going events. By merging cultural cues into scripts, audiences could identify themselves with the characters, thus it evoked a sense of cultural resonance due to familiarity. As prime time dramas in Taiwan are mostly in a live-shoot system, the television and film industry could benefit from an independent, well informed matchup platform that offers accurate health information or stories. In the long run, such platform will also enhance the entertainment and educational value of the program.		en_US
dc.description.tableofcontents List of Tables................................................................................................ viii
List of Figures................................................................................................. ix
1. Introduction................................................................................................ 1
1.1 The Power of TV Dramas....................................................................... 2
1.2 Health Effects of TV Dramas in Global View.......................................... 3
1.3 Health Effects of TV Dramas in Taiwan.................................................. 5
1.4 TV Dramas in Taiwan............................................................................. 7
1.5 Why Feng-Shui Family?......................................................................... 8
2. Literature Review ....................................................................................11
2.1 Defining Health Communication............................................................11
2.1.1 Health Education....................................................................11
2.1.2 Health Communication.......................................................... 12
2.2 Behavioral and Social Science Theories in Health Communication ......... 14
2.2.1 Diffusion of Innovation.......................................................... 15
2.2.2 Health Belief Model............................................................... 15
2.2.3 Social Cognitive Theory ......................................................... 16
2.2.4 Cultivation Theory................................................................. 17
2.2.5 Theory of Reasoned Action.................................................... 18
2.2.6 Stages of Behavior Change Model.......................................... 19
2.2.7 Social Marketing.................................................................... 19
2.3 Entertainment-Education as Intervention ............................................... 21
2.3.1 Health Intervention................................................................ 21
2.3.2 Entertainment Education........................................................ 22
2.4 Theories behind Entertainment Education .............................................. 26
2.4.1 A Model of Effects of Narrative as Cultural-Centric Health Promotion............................................................................. 26
2.4.2 Entertainment Overcoming Resistance Model (EORM) ........... 28
2.4.3 Drama Theory........................................................................ 30
2.5 Research Questions............................................................................... 32
3. Methodology............................................................................................. 35
3.1 Sample................................................................................................. 35
3.2 Definitions and Coding......................................................................... 36
3.3 Instrument ............................................................................................ 44
3.3.1 General Episode Level of Analysis......................................... 44
vii
3.3.2 Specific Health Issue Level of Analysis.................................. 44
3.4 Coders Training.................................................................................... 45
3.5 Reliability............................................................................................ 46
4. Results.................................................................................................... 50
4.1 Overview of the Health Storylines in Feng-Shui Family....................... 51
4.2 Detailed Depictions of Health Storylines............................................... 49
4.3 Representations of the Four Prominent Roles......................................... 59
4.4 Educational Quality of the Health Issues................................................ 63
4.4.1 Educational Quality of the Health Issues and Character Status of the Ill/Injured........................................................................ 67
4.4.2 Educational Quality of the Health Issues and Health Information............................................................................................. 69
4.4.3 Educational Quality of the Health Issues and Category of Illnesses/Diseases.................................................................. 70
4.5 Health Care System Depictions in the Drama......................................... 71
5. Discussion................................................................................................. 77
5.1 Large Amount of Health Depictions in Taiwansese Prime Time Drama . 77
5.2 Accidental Injuries as the Most Health Issues Being Conveyed ............... 79
5.3 High Violence Portrayals in Taiwanese Prime Time Drama .................... 82
5.4 Portrayals of the Prominent Roles......................................................... 82
5.4.1 Ill or Injured Characters......................................................... 82
5.4.2 Caregivers............................................................................. 83
5.4.3 Person Who Caused the Illness or Injury ................................ 84
5.5 Four in Ten had at Least a Moderate Aounth of Health Content .............. 84
5.6 Less Frequent Health Care Depictions................................................... 86
6. Conclusion................................................................................................ 88
6.1 Summary.............................................................................................. 88
6.2 Limitations and Future Direction ........................................................... 90
6.3 Conclusion........................................................................................... 92
Appendix
Recording Instrument – General Episode Level of Analysis............................. 94
Recording Instrument – Specific Health Issue Level of Analysis ...................... 95
References....................................................................................................102		zh_TW
dc.format.extent 1510631 bytes-
dc.format.mimetype application/pdf-
dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G0101461010en_US
dc.subject (關鍵詞) 本土連續劇zh_TW
dc.subject (關鍵詞) 風水世家zh_TW
dc.subject (關鍵詞) 教育性娛樂zh_TW
dc.subject (關鍵詞) 健康傳播zh_TW
dc.subject (關鍵詞) entertainment educationen_US
dc.subject (關鍵詞) health communicationen_US
dc.subject (關鍵詞) TV health contenten_US
dc.subject (關鍵詞) prime time dramaen_US
dc.title (題名) 台灣連續劇之健康訊息初探性研究–以《風水世家》為例zh_TW
dc.title (題名) An Exploratory Analysis of Health Content in Prime Time Drama –Taking Feng-Shui Family as an Exampleen_US
dc.type (資料類型) thesisen
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