市場競爭與媒介表現之相關性研究：檢視台灣報民地方新聞的多樣性

Market Competition and Media Performance: Examining the Diversity of Local News of Taiwan's Newspapers

葉碧華(Pi-Hua YEH) ； 李秀珠(Shu-Chu Sarrina LI)

《傳播與社會學刊》 14期 (2010/10) Pp. 17-46

https://doi.org/10.30180/CS.201010_(14).0003

摘要

台灣由於市場較小，且近幾年來各種新興媒介不斷普及，目前地方報紙僅剩台南的《中華日報》和花蓮的《更生日報》，其餘均由三大報，《聯合報》、《中國時報》和《自由時報》，擔負起告知地方事務的功能。本文以產業經濟學的「結構－行為－績效」模式，分析不同的競爭壓力，是否會影響該地地方版報紙的表現。本研究以立意抽樣法，選取台灣十個縣市區隔為五種市場類型，抽取三大報地方版進行內容分析，並以「新聞搭配照片的比例」、「報導方式」、「新聞主題」、「消息來源」和「一則新聞有二個消息來源以上的比例」五個指標，測量新聞的多樣性表現。結果發現：市場結構不同，的確會影響報紙在地方版的表現；同樣媒體之間的競爭效果，比不同媒介間的競爭效果強。此外，台北縣市地方版的新聞同質性最高，除了上述因素之外，也有可能有來自其他原因的影響。

關鍵字

地方新聞 ； SCP理論 ； 市場競爭 ； 媒體表現

並列摘要

The structure-conduct-performance (SCP) paradigm attempts to explain how firms behave under different market structures and, in turn, how that behavior affects market performance. Most media economists agree that media performance is affected by the structure of a market, but they disagree on how the market structure influences media performance. Empirical findings regarding the competition-performance relationship have tended to be mixed with most studies indicating a positive relationship between competition and performance. Using the theoretical framework of the structure-conduct-performance model, this study examined the relationship between market competition and the local news performance of the three newspapers in Taiwan. Based on a literature review on the SCP model, the research question of this study is as follows: How does the degree of market competition affect the content diversity of local news in Taiwan's newspapers? This study identified five types of news markets in accordance with the degree of market competition, and purposely selected ten cities and counties in Taiwan as different news markets. Using the method of content analysis, this study analyzed three-weeks of local news in the five kinds of markets. This study found that the number of competitors in a market was the most important factor that affected the content diversity of local news in Taiwan's three major newspapers. Furthermore, the findings of this study show that the population of a market did not have any significant effect on the content diversity of local news. The data analysis shows that the findings in general are congruent with the predictions of the SCP model.

並列關鍵字

local news ； SCP model ； market competition ； media performance