香港居民對香港媒體的信任變遷研究～2001-2016年四波調查的分析

根據香港基本法第27條，香港居民享有充分言論、新聞、出版的自由，而在1997年回歸之前，香港傳媒在英方未加嚴控之下，報導內容以及呈現方式多元且自由，包含狗仔文化以及爆料等腥羶色報導充斥坊間，進而影響周邊國家如台灣傳媒爭相效法，而在回歸之後，香港政經社會面臨政治變革，開始從結構上產生變化，相較於中國大陸內部對傳媒的高度管控，連帶引發外界質疑香港傳媒是否能堅守過去的採訪及報導方針。本論文主要的研究對象是香港18歲以上的居民，資料來源取自臺灣大學東亞民主研究中心「亞洲民主動態調查香港調查研究計畫」於2001、2007、2012、2016年所進行的四波調查，並運用「二元勝算對數迴歸分析」(binary logit regression analysis)建立性別、年齡、教育程度、家庭每月平均收入、社會階層、宗教信仰、政黨認同、民主量表等獨立變數，對香港報紙以及香港電視台信任的解釋模型，以瞭解這些獨立變數對依變數的解釋能力。研究發現：ㄧ、香港居民對香港報紙的信任雖然平均在五成左右（48.7%），不過整個趨勢是由盛而衰，2012年屬最高峰，有五成四的香港居民相信香港報紙，但是到了2016年已降低到四成八左右。二、香港居民對香港電視的信任度在2001年、2007年及2012年都大於2016年，也就是都比2016年更信任。換言之，呈現出香港電視台愈來愈不受到香港居民信任的趨勢。三、香港雖推動「一國兩制」，但是隨著回歸時間的增長，香港民眾質疑中央政府加強對特區政府以及媒體進行管控，讓香港民眾對於媒體信任感逐漸遞減，對電視的信任度高於報紙，且民眾對於電視媒體的信任與否逐漸呈現拉鋸，這與過去國內外相關的文獻呈現一致性。四、電視媒體在傳遞訊息時大量採用科技，同時透過影音傳輸，讓受眾有身歷其境的感覺，同時輔以快速、及時的傳遞訊息，強化受眾的「信賴感」，讓電視在此項調查中的「信任度」仍超前報紙。關鍵字：香港基本法、狗仔文化、特區政府、一國兩制、香港

關鍵字

香港基本法；狗仔文化；特區政府；一國兩制；香港

並列摘要

According to Article 27 of the Basic Law of Hong Kong, residents of Hong Kong are entitled to powerful freedoms over speech, media, and publication. Prior to its return to Chinese governance in 1997, the United Kingdom did not impose austere controls over Hong Kong’s media. As a result, Hong Kong’s media freely reported a diverse array of news materials, including paparazzi culture, embedded journalism, and scandals involving violence and / or sex. Hong Kong’s media caused media from neighboring countries (such as Taiwan) to emulate its success. After Hong Kong was turned to China, Hong Kong’s government, economy, and society faced political influences that produced structural changes. China’s intense internal controls over Hong Kong’s media caused external observers to question whether Hong Kong’s media can still defend the journalistic investigations and reporting standards it upheld in the past. The primary research targets of this study are citizens of Hong Kong that are 18 years or older. Data is sourced from the 4 waves of research conducted in 2001, 2007, 2012, and 2016 as part of the “Hong Kong Survey Project of the Asian Barometer Survey” conducted by Center for East Asian Democratic Studies of National Taiwan University. Binary logic regression analysis was used to determine independent variables such as sex, age, educational levels, average monthly household income, social status, religious beliefs, political party affiliations, and democratic barometers, and to interpret the effects of these variables on trust for newspapers and television channels in Hong Kong, in order to understand the effects of these independent variables on dependent variables. This study has found that: I. Although approximately half of Hong Kong’s residents (48.7%) trusts their newspapers, the overall trend indicates a decline, with trust peaking in 2012, where 54% of Hong Kong’s residents trust their newspapers. By 2016, trust had declined to approximately 48%. II. Hong Kong’s residents exhibited greater trust of Hong Kong’s television channels in 2001, 2007, and 2012, compared to 2016. In all 3 years, trust was greater compared to 2016. In other words, there is an emerging trend that Hong Kong’s television channels are losing the trust of Hong Kong’s residents. III. Although Hong Kong is under a “one country two systems” policy, as Hong Kong spends more time under Chinese rule, Hong Kong’s citizens are starting to question the central government’s controls over the special administrative zone and media. Therefore, Hong Kong’s citizens are starting to lose trust over their media. They tend to trust television more than newspapers, with a growing gap emerging between people who trust television media and people who do not. These findings are consistent with that of relevant domestic and external studies. IV. Television media employs technology liberally when delivering information, and at the same time immerses their audience in vicarious experiences with audiovisual communication. Also, by making information delivery fast and instantaneous, it enhances the sense of “trust” from its audience, resulting in television still retaining more “trust” than newspapers. Keywords: Hong Kong Basic Law, paparazzi culture, special administrative government, one country two systems, Hong Kong