台灣新聞媒體民調機構的發展

本文透過敘述性描述與分析，以文獻檢閱及深度訪談方法，蒐集台灣自1956年以來的新聞媒體民意調查部門的發展資料，彙整成為本文。文中將台灣媒體民調機構的發展，分成早期（1956年－1962年）、中期（1983年－1995年）、後期（1996年－2007年）、現況（2008年迄今）等四階段。各階段因為政治風氣開放程度差異，主要媒體（報紙或電視）的不同，以及媒體經營狀況及民調部門的變遷，這50幾年來的發展與演變過程中，報紙在早期及中期扮演了發端與領導的先驅角色，後期則是電子媒體繼之而起，報紙媒體民調部門則仍維持運作；最新的發展，則是部份新聞媒體受到媒體環境的變化及不景氣的衝擊，經營陷入困境，在財務考慮之下，而有了關閉民調中心或轉型為民調公司的情形出現。

關鍵字

新聞媒體；民意調查；電腦輔助電話訪問系統

並列摘要

The historical development of Taiwan's news media polling organizations can be roughly divided into four stages: the early stage between 1956 and 1962, the mid-term stage between 1983 and 1995, the late stage between 1996 and 2007, and the current stage from 2008 to present. Over the past 50 years, the media polling organizations of newspapers played a pioneer role during the early and mid-term stage, while the press media polling organizations continued to dominate in the media poll market, the TV medial polling organizations have emerged gradually and challenged the established media polling industry during the late stage. At present stage, due to the fact that many media organizations have suffered from economic downturn and shortage of revenue profit since 2008, many organizations have either shut down their polling centers or reorganized their polling centers into another form of commercial company for polling business.