以量化方法探討臺灣公共圖書館之公共關係經營成效：以臺北市立圖書館及臺中市立圖書館為例

Investigating the Effectiveness of Public Relations Investigating the Effectiveness of Public Relations Established by Public Libraries in Taiwan Based on Quantitative Research Methods：a Case Study of Taipei Public Library and Taichung Public Library

江芊儒(Chiang, Chien-Ju)

指導教授 ： 陳光華

國立臺灣大學/文學院/圖書資訊學研究所/碩士(2019年)

https://doi.org/10.6342/NTU201900217

摘要

公共圖書館是服務社區民眾自由出入、閱讀、學習、參與活動與交流的場所，臺灣公共圖書館在各地的組織、層級與編制差異甚大，主管機關亦相當多元，導致資源配置和專業服務的困境，各地的圖書館都亟需向外尋求資源挹注，並提升圖書館在社區民眾與主管機關認知中的重要性，妥善運用資源與爭取使用者支持，有效推動圖書館各項服務，成為社區生活的重心。在前述的背景，本研究以向外的公共關係為研究主軸（府會關係及媒體記者關係），運用社會網絡分析與統計分析等量化方式，基於新聞資料與議會議事資料，探究身為政府部門的圖書館，在地方的府會關係及媒體記者關係互動的結構與規模，比較不同行政隸屬、組織編制的差異，以及媒體記者與議會透過對機關的質詢與報導形成的互動網絡差異，最後納入公共圖書館統計網站之預算與營運量數據，將預算與營運量的提升作為圖書館公共關係成效的指標，驗證公共關係對於整體營運成效的影響，並試圖找出可供各地圖書館仿效經營之公共關係結構。
研究結果指出，行政隸屬與組織編制的差異對圖書館的媒體記者與府會關係有所影響，文化局較擅長經營媒體記者關係，而教育局較重視府會關係。議員與媒體記者差異方面，議員較傾向認定圖書館是社會教育與福利機構，而媒體記者則傾向將圖書館定義為藝文休閒場館；媒體記者與議員間的互動關係密切，且少數記者報導大多數的圖書館議題，此外，議員則集中狀況較不明顯。最後，在公共關係經營成效的衡量上，臺北市的公共關係經營對於購書預算提升及營運量的增加有顯著影響，而台中市則是在活動人數尚有顯著成效，經分析，建議圖書館應多元經營媒體與議員的關係，並增強二群及之互動，才能有效提升營運量與預算取得。

關鍵字

公共圖書館 ； 公共關係 ； 府會關係 ； 媒體記者關係

並列摘要

Public libraries are for reading, learning, socializing in local communities. Depends on where library locates, each public library has very different operating mode in Taiwan. This situation leads to the difficulties in getting budget, abstracting talent, and providing satisfactory services. Because of that, public libraries in Taiwan urgently need to obtain resources and attention from competent authority, legislature and the public for promoting library service and operating effectively. Therefore, this study investigates the effectiveness of executive-legislative relations and media relations established by public libraries in Taiwan based on social network analysis, regression analysis and content analysis.
The result showed that Taipei public library maintains a better executive-legislative relation. Relatively, Taichung public library is good at managing media relations. It’s because of the difference in operating mode between these two libraries. Moreover, in comparison of news and legislative records, the former focus on leisure and the rights of readers, and the latter concentrates on budget and operating efficiency. Finally, through regression analysis, library needs to be familiar with all of journalists and legislator who usually concern the issues about libraries, which leads to the improvement of service volume.

並列關鍵字

Public Library ； Public Relations ； Executive-Legislative Relations ； Media Relation

參考文獻

英文部分：

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