Title

政府訊息置入電視新聞性節目的文本分析與閱聽人研究

Translated Titles

Textual Analysis and Audience Research of Governmental Embedded Messages in TV News Programs

DOI

10.6195/cjcr.2011.20.02

Authors

王泰俐(Tai-Li Wang)

Key Words

新聞置入 ; 詳論可能性模式 ; 置入策略 ; 閱聽人效果 ; product placement ; elaboration likelihood model ; governmental embedded message ; online audience research

PublicationName

中華傳播學刊

Volume or Term/Year and Month of Publication

20期(2011 / 12 / 01)

Page #

25 - 43

Content Language

繁體中文

Chinese Abstract

本文探究未來可能容許以標示「廣告」的方式繼續進行置入行銷的三類廣義的新聞資訊性節目,包括深度報導、新聞政論性節目以及談話性節目,並鎖定爭議性最高的政府訊息置入,分別以文本分析以及線上閱聽人研究兩種研究方法,探究政府訊息置入這三類節目的置入策略、效果以及未來可能引發的爭議。研究結果發現,一般性政策傾向以感性或輕鬆口吻,搭配精緻的畫面與後製效果的邊陲路徑策略,進行政府訊息的軟性行銷。而爭議性政策的置入較傾向以中央路徑策略呈現核心訊息,並以「賽事」框架來包裝爭議政策。閱聽人研究則顯示,不管從新聞專業性評價、收視欣賞品質或者傳播效果而言,深度報導與政論性節目,與一般談話性節目三種文類間,存在明顯差異。未來在認定「新聞性節目」的過程中,應該考量深度報導與政論節目不同於一般談話性節目,應受新聞不得置入的規範。而一般談話性節目的置入,也應該重視專業性與可信度,清楚標示「廣告」並明示贊助單位,讓新聞置入的資訊在閱聽眾面前透明化。

English Abstract

This research focuses on three types of TV news programs, including in depth reporting, news talk shows, and general talk shows, which might be allowed to continue product placement practice in the form of ”commercials” after new budget laws are passed. This study uses textual analysis and online-audience research to target governmental embedded messages, to examine the strategies of these highly contentious messages, their potential effects, and possible contentions in the future.This research has shown that general policy messages tend to be softly marketed in product messages in a ”peripheral approach strategy.” This strategy features sentimental and entertainment-oriented tones, sophisticated pictures, and post-production effects. Policy messages that are more controversial tend to be presented in a ”central approach strategy,” which characterizes central messages in a ”racing frame” of news storytelling.Online-audience research confirms previous findings that in-depth reporting and news talk shows should differ from general talk shows by new regulations, and should refrain from news product placements. General talk shows should clearly state the sponsor and the commercial status of program messages to maintain media professionalism and public trust.

Topic Category 社會科學 > 傳播學
Reference
  1. 林照真(2005)。「置入性行銷」:新聞與廣告倫理的雙重崩壞。中華傳播學刊,8,27-40。
    連結:
  2. 陳炳宏(2005)。探討廣告商介入電視新聞產製之新聞廣告化現象:兼論置入性行銷與新聞專業自主。中華傳播學刊,8,209-246。
    連結:
  3. 劉蕙苓(2005)。新聞「置入性行銷」的危機:一個探索媒體「公共利益」的觀點。中華傳播學刊,8,179-207。
    連結:
  4. Gaziano, A. C.,McGrath, K.(1986).Measuring the concept of credibility.Journalism Quarterly,63,451-462.
  5. Greenwald, A.(Ed.),Brock, T.(Ed.),Ostrom, T.(Ed.)(1968).Psychological foundations of attitudes.New York:Academic Press.
  6. Gupta, P. B.,Lord, K. R.(1998).Product placement in movies: The effect of prominence and mode on audience recall.Journal of Current Issues and Research in Advertising,20(1),47-59.
  7. Infante, D. A.(1980).The construct validity of semantic differential scales for the measurement of source credibility.Communication Quarterly,28(2),19-26.
  8. Johnson, T.,Kaye, B. K.(2000).Using is believing: The influence of reliance on the credibility of online political information among politically interested Internet users.Journalism and Mass Communication Quarterly,77,865-879.
  9. Kang, Y.,Cappella, J.,Fishbein, M.(2006).The attentional mechanism of message sensation value: Interaction between message sensation value and argument quality on message effectiveness.Communication Monographs,73,351-378.
  10. Kiousis, S.(2001).Public trust or mistrust? Perceptions of media credibility in the information age.Mass Communication & Society,4,381-403.
  11. Meyer, P.(1988).Defining and measuring credibility of newspapers: Developing an index.Journalism Quarterly,65,567-574.
  12. Petty, R. E.,Cacioppo, J. T.(1986).Communication and persuasion: Central and peripheral routes to attitude change.New York:Springer.
  13. Russell, C. A.(1998).Toward a framework of product placement: Theory and propositions.Advances in Consumer Research,25,357-362.
  14. Sparks, C.(Ed.),Tulloch, J.(Ed.)(2000).Tabloid tales: Global debates over media standards.Lanham, MD:Rowman & Littlefield.
  15. Thussu, D. K.(2007).News as entertainment: The rise of global infotainment.London:Sage.
  16. 謝章富(2003)。電視節目企劃:理論與實務。台北縣:國立台灣藝術大學應用媒體藝術研究所。
  17. 鍾起惠(2003)。節目品質與優質電視─兼論當前台灣電視節目產製的困境及出路。台北市:財團法人廣播電視事業發展基金會。
  18. 羅文輝(1998)。新聞人員的專業性:意涵界定與量表建構。傳播研究集刊,2,1-47。