媒介創業的行動邏輯之研究：台灣有線電視系統早期先驅者口述傳記研究

本文擬從經濟社會學和創業研究等觀點，對新傳播科技興起所引發的媒介創業現象進行考察，嘗試說明媒介創業者從事創業行動的行動邏輯，並揭露引發媒介創業行動的社會根源。通過媒介創業者意涵的討論，本文選取台灣有線電視系統先驅者，作為個案對象，嘗試透過重構這群業者的媒介創業經驗的歷程，解析媒介創業歷程行動邏輯的內涵。透過詮釋性傳記研究法的協助，本文以德國社會學者Fritz Schütze所開展的口述自傳性即興敘述訪談研究法，作為蒐集與分析媒介創業經驗的研究方法；通過詮釋媒介創業個案所提供的創業經驗之敘述文本，重建媒介創業行動邏輯的內涵。最終，經由關鍵個案之敘述文本的解析，本文推論出，情感關係與華人文化中的義氣習性，是理解媒介創業行動的關鍵。

關鍵字

媒介創業；有線電視系統；口述傳記法；義氣

並列摘要

This research aims to investigate media entrepreneurial phenomenon caused by the rise of new communication technology from the viewpoints of economic sociology and entrepreneurship. Based on the unfolding of the logic of action in entrepreneurship and entrepreneurial process, this study illustrates the social origins of media entrepreneurial activities in Taiwan. According to the definition of medium entrepreneurs as well as the description of entrepreneurial activities, the research applies the pioneers of Taiwan cable television as the study cases. From articulating the biographical reconstruction of entrepreneurial process of cable operators and interpreting the narration of media entrepreneurial action, the study would discover the latent meaning structure of media entrepreneurship. By using the extempore autobiographical narrative interview method developed by German sociologist Fritz Schütze, which was grounded on the methodology of interpretive biographical approach, this study gathers the oral narration of live media entrepreneurial experiences. Finally, through the work of structural analysis of narration, case reconstruction, and concept crystallization, the study could find the relationship between emotion and cultural Yi-Chi disposition as the logics of action in media entrepreneurship.