2000年奧運電視轉播閱聽眾的收視動機、行為與評價

Audience Analysis of 2000 Sydney Olympics Television Broadcasting

莫季雍(Chi-Yung Moh)

《臺灣體育運動管理學報》 1期 (2002/05) Pp. 55-70

摘要

奧運是舉世少數一項能將把世上各國人民牽連在一起的活動，而電視更把全世界的最目光聚集在一起，成為傳遞這個賽會訊息的最重要工具。
對台灣地區民眾收看奧運報導的調查(n=685)發現，將近七成民眾注意奧運，其中四分之三平時也注意運動消息。這些注意的閱聽眾當中性別比例較接近，與平時的運動節目閱聽眾的懸殊比例不同，且四十歲以上人口也佔了較高的比例，教育程度仍然偏高，平均每日收視轉播時數65分鐘。
對於三台的奧運轉播，受訪者主要收看時段是晚間，因欠缺轉播賽程表，近六成的受訪者選擇頻道採「跳來跳去」的策略，而選擇的考量主要是因「比賽項目」的關係，其次是「轉到哪台看哪台」和「看中華隊出賽」，最注意的比賽項目有桌球、游泳、舉重與田徑等；收看的動機方面，依序為「四年一次機會難得」、「看中華隊比賽」、「尋求比賽的刺激」、「滿足興趣」。
本文的分析將以最能區分運動閱聽眾的性別、年齡層與教育程度為分析變數，並將受訪者依平日與奧運期間對運動的注意程度區分成四種類型，分析其組成、收視動機和行為，以及對奧運轉播的評價等方面的差異。

關鍵字

奧運 ； 電視轉播 ； 電視觀眾 ； 閱聽眾

並列摘要

Olympics is one of the few international activities that connect people together, and television plays the most significant role in this game through which people around the world virtually participate the game.
An island-wide telephone survey shows that nearly 70% of the 688 respondents watched television broadcasting of the Sydney games, ten percentage-point more than sports audience in day-by-day broadcasting and gender distribution was also closer. The most watched time section was the evening (21:00-21:30 or 19:00-19:30 in the weekend) and a majority of the respondents randomly selected among the three channels. The major reasons for channel selection were type of sport, whichever channel turned to and when Chinese Taipei team appears in the game. The result strongly suggests providing program timetable for the audience.
Audience for Olympics TV broadcasting was further analyzed by sex, age and education level variables. Audience was also classified into sports enthusiasts, single event watchers, ordinary day watchers and non-sport audience, according to their attention to daily sports events and Olympics program attention, comparisons were made about their compositions, media uses and motives, as well as their evaluations of the broadcasting.

並列關鍵字

2000 Sydney Olympics ； TV broadcasting ； TV viewing ； Audience analysis

參考文獻

胡幼偉()。,未出版。

莫季雍()。

莫季雍()。

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