我國媒體有關《海峽兩岸服務貿易協議》新聞報導之內容分析

Content Analysis of Taiwanese Newspaper Reporting on the Cross-Strait Service Trade Agreement

謝頌遇(Sung-Yu Hsieh)

指導教授 ： 周嘉辰

國立臺灣大學/社會科學院/國家發展研究所/碩士(2015年)

https://doi.org/10.6342/NTU.2015.01807

摘要

在民主社會中，媒體扮演著反映民意、形塑民眾政治態度的重要角色。報紙做為最古老的媒體之一，即便在資訊科技日新月異的當代，仍然是電視媒體、網路媒體的第一手資訊提供者，也因此，報紙傳播是政治社會化相當重要的途徑。
本研究以《海峽兩岸服務貿易協議》為背景，透過「政黨傾向」以及「對中國/中共態度」之立場分歧，將國內六大報紙區分成泛藍、泛綠、親中、反共四種類別。接著，透過實證的方法分析其新聞，分別比較泛藍報與泛綠報；親中報與反共報。進而探討不同立場的報紙，於兩岸服貿協議有關新聞的呈現形式和實質內容是否存在差異、有哪些差異；傾向以何種態度、何種詮釋框架去看待兩岸服貿協議。
主要研究發現：
一、泛藍報與泛綠報在呈現形式上，只有「版面別」有顯著差異，於「新聞形式」和「新聞字數」的差異並不顯著；在實質內容上，除了「薪資水平議題」和「兩岸往來議題」之外，其餘面向皆存在顯著差異。
二、泛藍報面對兩岸服貿議題，傾向以正面態度看待，並詮釋成機會；泛綠報面對兩岸服貿議題，傾向以負面態度看待，並詮釋成威脅。
三、親中報與反共報在呈現形式上，於「版面別」和「新聞形式」存在顯著差異，但「新聞字數」的差異並不顯著；在實質內容的12個分析類目中，只有5個類目呈現顯著差異，其餘大部份的類目差異並不顯著。
四、親中報與反共報面對兩岸服貿議題，其正面態度均大於負面態度；親中報傾向將兩岸服貿協議詮釋成機會，反共報的詮釋則機會、威脅，旗鼓相當。

關鍵字

台灣報業 ； 兩岸服貿協議 ； 媒體立場 ； 內容分析法

並列摘要

In a democratic society, the media plays an important role in reflecting public opinions and in shaping people’s political inclinations. As one of the oldest existing media, newspaper remains an indispensible supplier of first-hand information for televisions and the Internet, in spite of the rapid technological advances. Therefore, newspaper serves as a vital channel through which political socialization is achieved.
The present study is set against the backdrop of the “Cross-Strait Service Trade Agreement (CSSTA).” By the differences of party bias and of attitude towards China/Chinese communists, the six major newspapers in Taiwan are classified into four categories: the pan-blue, the pan-green, the pro-China, and the anti-communist. Empirical analysis method is then employed to make a comparison between the pan-blue newspapers and the pan-green ones, and between the pro-China newspapers and the anti-communist ones. Further exploration is made to detect whether or not differences exist and what the differences are in terms of forms and contents involved in presenting news about the CSSTA by the newspapers of different political inclinations. The different attitudes towards and frames of interpretation about the CSSTA are also examined.

Following are the major findings of this study:
1. As far as forms of presenting news are concerned, there are significant differences between the pan-blue and the pan-green newspapers in terms of page priority arrangement, but no significant differences are found in the aspects of form of article and number of words. As for substantive contents, there are significance differences between the pan-blue and the pan-green newspapers in almost all issues except for the ones on salary level and cross-strait interaction.
2. The pan-blue newspapers tend to take up a positive attitude towards the CSSTA, recognizing it as an opportunity; the pan-green newspapers, on the other hand, assume a negative attitude towards the CSSTA, referring to it as a threat.
3. There are significant differences between the pro-China newspapers and the anti-communist ones in terms of page priority arrangement and form of article, but no significant differences are found in the aspect of number of words. Of the twelve items of substantive contents under analysis, significant differences are observed only in five items, with no significant differences found in the rest.
4. In dealing with the CSSTA, the pro-China newspapers and the anti-communist ones together show an attitude more positive than negative. The pro-China newspapers tend to interpret the CSSTA as an opportunity, while the anti-communist newspapers look on the CSSTA as equally both an opportunity and a threat.

並列關鍵字

the newspaper industry in Taiwan ； Cross-Strait Service Trade Agreement ； media inclinations ； content analysis

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