媒體創業報導對社會大眾創業態度之影響：議題設定理論的觀點

The Influence of the Mass Media's News Reporting of Entrepreneurship on the Public's Attitude to Entrepreneurship: The Perspective of Agenda-Setting Theory

蘇登呼(Teng-Hu Su)

《創業管理研究》 7卷2期 (2012/06) Pp. 61-76

https://doi.org/10.30132/JER.201206.0003

摘要

媒體是社會體制環境的重要成員，媒體對創業的報導影響新創事業與創業家的社會正當性取得，但創業報導對社會大眾的議題設定效果研究迄今仍有限。本研究旨在探討媒體對創業的報導傾向如何影響社會大眾對創業的態度，根據議題設定理論提出三個研究假設，並使用2010年與2011年「全球創業觀察」（GEM）台灣的4013份問卷資料進行卡方分析檢驗研究假設。研究發現，媒體對創業的報導傾向顯著正向影響社會大眾對創業的態度，社會大眾是否具備創業知識與經驗以及是否認識有創業經驗的人，則干擾此一正向影響效果。本研究最後探討研究結果之學術貢獻，同時提供管理建議予輔導創業的政府主管機關以及已創業或正規劃創業者參考。

關鍵字

媒體 ； 新聞報導 ； 創業 ； 議題設定理論

並列摘要

As an important institution member of the society, the mass media's news reporting of entrepreneurship will influence the entrepreneurs and their new ventures' acquisition of legitimacy. Previous studies, however, have ignored the agenda-setting effect of the news reporting of entrepreneurship on the public. For improving this knowledge gap, this study aims to study the influence of the mass media's news tenor of entrepreneurship on the public’s attitude to entrepreneurship. According to the agenda-setting theory, this study proposed 3 research hypotheses, which were then tested by chi-square test of data of 4013 questionnaires from the database of Taiwan's 2010 and 2011 'Global Entrepreneurship Monitor' (GEM). The results showed that the mass media's news tenor of entrepreneurship had a significantly positive effect on the public's attitude to entrepreneurship. However, this positive effect was moderated by whether the public have knowledge and experience of entrepreneurship and whether the public know someone who has the experience of starting a new venture. This study finally discusses the theoretical contribution of the findings and provides management suggestions for the government offices in charge of entrepreneurship and people who are starting a new venture or planning to start a new venture.

並列關鍵字

Mass Media ； News ； Entrepreneurship ； Agenda-Setting Theory