報業中階主管在新媒體時代所面對的知能困境研究

Predicaments of Newspaper Middle Managers in New Media Environment

張天雄(Tien-Hsiung Chang)

《創新與管理》 9卷2期 (2012/05) Pp. 151-184

https://doi.org/10.30118/JIM.201205.0006

摘要

由於平面報紙面對紙本新聞媒體營收銳減，紛紛思考往智慧型手機、iPad等新媒體方向拓展機會，但也因此挑戰了員工舊有工作內容，讓組織陷於變動。在這個變化過程中，扮演承上啟下橋樑的中階主管角色就顯得異常重要。本研究針對國內某三大平面媒體中階、基層主管及記者進行深度訪談，企圖發掘組織中階主管面對新媒體挑戰下的現況及未來可能的應變方式。研究結果顯示，報社為管理方便，賦權給中階主管人事升遷及懲處權力，但卻沒有相對監督機制，造成他們職權極大化，基層記者對其唯命是從，敢怒不敢言。為保住官位，他們捨棄扮演上司與下屬間橋樑角色，選擇犧牲基層員工權益，寧可在報紙和電視媒體中進行自我行銷，而不願深入學習新媒體帶來的轉變；再者中階主管擁有報社層峰會議參與權，了解組織運作風向球，隨時可以自我保護，因此造成他們開創性不足、學習停滯、阻撓屬下表現，在組織中攻於心計勝於專業等問題。

關鍵字

中階主管 ； 市場新聞學 ； 專業知能 ； 新媒體

並列摘要

Because the revenues of newspapers become less and less, most of them are trying to develop the new type news for smart phones or I-pad to get new readers. But at the same time, the ”New Media” and ”flexibility of employee” system also challenge the traditional newspapers staff states. This case revealed the problems of middle managers which existed in the newspaper system for a long time. This research tries to solve the problems which hide in the system of newspapers. Research found the newspapers managers empowered their middle managers without estimate. Because they can decide hire or fire their basic unit staff, so that no one can challenge their middle managers. The group understood how to protect themselves in the newspapers system. They prefer marketing themselves on TV and newspapers to learning the concept of ”New Media”. Their attitude blocked the basic unit staff to develop their professional skills and busied themselves for conflicts with middle managers.

並列關鍵字

market-driven journalism ； middle manager ； New Media ； professional competency