高中籃球聯賽(HBL)報紙報導內容分析

Content Analysis of News on High School Basketball League (HBL)

陳思瑋(Szu-Wei Chen) ； 蔡裕崑(Yu-Kun Tsai)

《運動知識學報》 8期 (2011/08) Pp. 149-161

https://doi.org/10.29596/BGYY.201108.0013

摘要

高中籃球聯賽從1993年起逐漸受到企業贊助青睞，並因媒體公關策略得宜，賽會曝光率增高，而傳播媒體傳播訊息給接收人之溝通過程中，傳播媒體將影響接收者的認知、態度與行為，報紙也扮演相同的角色，因此本研究認為應對高中籃球聯賽報紙報導內容取向與篇幅進行檢視。研究目的：針對臺灣報紙對99學年度高中籃球聯賽報導內容分析，進而瞭解不同報紙對高中籃球聯賽刊載的幅度、內容取向之差異與男、女子組報導則數之比例。研究方法：以蘋果日報、自由時報與聯合報刊載99學年度高中籃球聯賽為研究內容，以內容分析法進行研究。並得到以下結論：（一）頭版HBL新聞篇幅呈現自由時報＞中國時報＞聯合報＞蘋果日報之結果，而在體育版HBL篇幅上則呈現蘋果日報＞自由時報＞聯合報＞中國時報，顯現各報之頭版與體育版對HBL之新聞報導幅度大有不同，而相關研究也顯示不同報紙對於不同賽會的報導篇幅多有差異。（三）蘋果日報、自由時報、中國時報與聯合報在99學年度高中籃球聯賽男、女子組的表格報導篇幅上並無太大差異，但在照片與文字的報導篇幅上有明顯的篇幅落差，其他年度不同賽會之研究也呈現較重視男子組賽程的情況，可見目前臺灣報紙對體育運動報導的重視度尚偏向男性。（二）蘋果日報、自由時報、中國時報與聯合報在99學年度高中籃球聯賽報導內容取向（文字、表格與照片）上，有相當大的差異，而蘋果日報在表格、文字與照片的則數與內容上都較其他二報多元。

關鍵字

報紙報導 ； 運動賽會 ； 媒體

並列摘要

Due to appropriate media advertisement and wildly publicity, High School Basketball League has been favored by sponsors since 1993, and through the progress between media information and the viewers, media, including newspaper, influence a lot on viewers' cognition, attitude and behavior. Therefore, this research reflects the fact that examining contents orientation and range of news on HBL is necessary. Purpose: through analyzing news on 2010 academic year HBL events to understand how various newspaper report differently on HBL about the range, content orientation and items rate on men's and women's section. Method: reports about 2010 academic year HBL in Apple Daily, United Daily News, China Times and Liberty Times will be studied by content analysis. Conclusions are as follow.(1) HBL events in the front page of Liberty Times are more frequent than China Times, United Daily News and Apple Daily; however, HBL events in the sports section main pages of Apple Daily are more frequent than Liberty Times, United Daily News and China Times. The ranks show that different newspaper gives different range on sports event in different sections, and the related studies also show that newspapers put different importance on the same sports items.(2) The content orientation of Apple Daily, Liberty Times, China Times and United Daily News on 2010 academic year HBL is various from words, graphs and pictures. In addition, the graphs, words and pictures Apple Daily uses are more diverse than that the others use.(3) Apple Daily, Liberty Times, China Times and United Daily News show no much favor on men's and women's section of 2010 academic year HBL by reporting similar graphs, but there is a clear gap about the using of pictures and reports range. Other sports events held in different years also reflect that men's section has been covered more than women's section, and this shows current Taiwanese newspapers pay more attention on men's section.

並列關鍵字

newspaper ； sports event ； media