風險溝通、媒體關注與框架分析：以新聞再現企業環境相關議題為例

Risk Communication, Media Attention and Framing Analysis: News Representation of Corporate Communication of Environment Related

楊意菁(Yang, Yie-Jing)

《傳播研究與實踐》 7卷1期 (2017/01) Pp. 71-106

https://doi.org/10.6123/JCRP.2017.004

摘要

本文分別以縱貫面（1997 年 ~ 2014 年）與橫斷面（2014 年），探討風險溝通與媒體再現企業與環境相關新聞之間的問題。縱貫面的報導量分析（67,098 則新聞）顯示，與企業相關能源議題在2008 年達到報導量高峰，《經濟日報》為報導數量最多之媒體。橫斷面內容分析總共分析了279 則百大企業之新聞樣本，企業溝通主題以「生產低碳以及節能產品」為最多，與「氣候變遷」相關新聞最少。新聞報導的能源以「傳統能源」為最多，主要消息來源以「企業人士」為主。整體框架則以描述能源新產品及科技創新的「商業綠色」框架為最多，較少報導企業責任以及環境保護的「環境綠色」框架。由此可知，企業溝通能源議題，仍以商業利益為主要考量，卻忽略溝通企業對整體環境與能源之責任。

關鍵字

企業風險溝通 ； 框架分析 ； 媒體關注 ； 新聞再現 ； 環境與能源相關議題

並列摘要

From the perspective of corporate risk communication, this study explores how corporations communicate messages on environment related issues. This paper respectively adopted a longitudinal approach (1997 ~ 2014) and the cross-sectional approach (during 2014) to explore the relationships between corporate communication on environment related issues and news representation. From 1997 to 2014, media coverage of longitudinal trends showed that energy issues related to corporations peaked in 2008, with the ＂Economic Daily＂ having the most coverage. Regarding the cross-sectional aspect, content analysis was performed on a total of 279 news stories sampled from Taiwanese print media and dealing with the hundred largest enterprises in Taiwan. This study found the theme of ＂low carbon and energy saving products＂ to be the major news topic. The news stories were more focused on traditional energy than other energy types, and corporate people were the predominant sources. The most common news frame was ＂commercial green,＂ namely the description of new energy products and new technology innovation. The results indicate that corporate communication of energy-related issues tended to favor the commercial interests of corporations. This study ends with suggestions for future studies and implications of the findings.

並列關鍵字

corporate risk communication ； framing analysis ； media attention ； news representation ； environment and energy-related issues

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