青少年傳播行為與對職棒球員形象及認同程度之研究－以台北市公立國中、高中學生爲例

A Study on the Communication Behavior of Adolescence and the Image and Identification Degree for the Professional Baseball Players

李淑玲

《體育學報》 17期 (1994/08) Pp. 123-142

https://doi.org/10.6222/pej.0017.199408.2909

摘要

本研究旨在瞭解青少年對職棒訊息的傳播行爲與對職棒球員形象的評估以及對職棒球員的認同程度情形及其相關，進一步探討青少年之背景變項、職棒訊息的傳播行爲變項對職棒球員形象的評估以及對職棒球員的認同程度之預測功能。首先經由文獻分析有關形象、認同的理論基礎，綜合有關運動競賽傳播行爲、形象、認同作用之相關研究，以瞭解職棒球員形象在青少年心目中所具有的意義，以及青少年認同的可能現象、過程與影響因素。其次以自編「青少年傳播行爲與對職棒球員形象及認同程度之問卷」，調查935位台北市國中、高中學生，採用次數分配、因素分析、單因子變異數分析、Scheffe事後檢定、皮爾遜(Pearson)積差相關及逐步迴歸分析等統計方法。研究之主要發現如下：
一、青少年背景變項與對職棒球員形象評估之關係
二、青少年背景變項與對職棒球員認同程度之關係認同程度達顯著正相關；
三、青少年職棒訊息的傳播行爲與對職棒球員形象評估之關係
四、青少年職棒訊息的傳播行爲與對職棒球員認同程度之關係
五、青少年對職棒球員形象的評估及對職棒球員的認同程度之關係
六、青少年之背景變項、職棒訊息的傳播行爲變項對職棒球員形象的評估及認同程度之預測作用
最後，本研究根據研究之結果，以及所歸納的結論，對敎育決策者、職棒球員、職棒聯盟、大眾傳播媒體、青少年及後續研究提出建議，以供未來塑造職棒明星、提昇公眾形象、推展職業棒球運動、全民體育運動及未來研究之參考。

並列摘要

The purposes of this study were: (1)to understand the communication behavior of adolescence for the news of professional baseball and the evalution for the image and identificaation degree for the professional baseball players. (2)Further, to explore the variable background and communication behavior of adolescence to predict the adolescence evalution and identification degree for the professional baseball players. First, the theories about image and identification were analysed by issued reports, and then, combied with the correllative study about the communication behavior of sports contests, images and identification to understand the professional baseball players playa significant part in the mind of adolescence and the probably phenomenon, processes and effects of identificaation. Second, through the self-compiled questionnaires to investigate935 pupils from Taipei Public junior and senior high school. The data were analysed by frequency distribution, factor analysis, one-way ANOVA, Scheffe method posteriori comparisons, Pearson product-moment correlation and stepwise regression analysis. The main finding are as follows:
1. The relationship between the variable background of adolescence and the evaluation for the image of professional baseball players.
2. The relationship between the variable background of adolescence and the identification degree for the professional baseball players.
3. The relationship between the communication behavior of adolescence and the evalution for the image of professional baseball players.
4. The relationship between the communication behavior of adolescence for the professional baseball news and the identification degree for the professional baseball players.
5. The relationship between the images evalution and identification degree for the professional baseball players.
6. The predictable effect on the variable background of adolescence, the variable communication behavior of the professional baseball news for the image evalution aand identification degree of the professional baseball players.
At last, the implications of these results were discussed and some suggestions for education policymakers, the players of professional baseball, the professional baseball alliance, the medium of mass communication, the adolescence and a succeed study were also proposed. The outcome of the study can propose consulted datas to mold the baseball star, elevation of public image, development of baseball game, sport for all.