以系統思考探討新媒體挑戰下的報業中階主管困境

How the Middle Managers of Newspaper Companies Face up to the Perplexity of the "New Media" Knowledge Learning by Systems Thinking

張天雄(Tien-Hsiung Chang)

《玄奘資訊傳播學報》 9期 (2012/07) Pp. 45-78

https://doi.org/10.29594/XLZY.201207.0003

摘要

報業與新媒體在科技匯流概念下結合，本研究透過與國內三大平面媒體中階、基層主管，記者深度訪談與系統式彙整，探討在報社組織裡具有承上啟下重要角色的中階主管在此當下所面對的挑戰及問題。結果顯示，報社在量化機制下賦權給中階主管，卻沒有相對監督機制，造成他們迴避學習管理與新媒體知能、因擔心失去職位而壓抑基層意見及下屬表現、過度自我保護，以及企圖用新媒體發稿數量做為量化業績等行為出現。

關鍵字

中階主管 ； 市場新聞學 ； 系統思考 ； 新媒體

並列摘要

The advancement of Internet and cable TV stations caused the revenues of printed media to diminish, most of them tried to develop the new type of news for smart phones or I-pad to attract more new readers. But the middle managers were facing critical challenges about the new media knowledge learning. This case study revealed the problems of middle managers about how they dealt with this situation by using ”Systems Thinking” as an approach to solve the problems in order to get their job done. Results found that the top managers empowered their middle managers to undertake their tasks without any evaluation and supervision. The middle managers could take this advantage to evade learning new media knowledge and management and even make any arbitrary decision to treat basic level employees without justice and fairness. They prefer marketing themselves on TV and newspapers to learning the concept of ”New Media”. Their actions blocked the basic level employees to develop their professional skills and caused conflicting between both middle managers and basic level employees.

並列關鍵字

Market-Driven Journalism ； middle manager ； new media ； system thinking