台灣主要報紙塑造公共電視形象之研究：以《蘋果日報》、《自由時報》、《中國時報》為例

世新資料庫（中央日報，2014）調查台灣民眾的媒體使用行為，電視媒體的影響仍佔最大宗。在日新月異的媒體平台衝擊下，如何選擇內容就成了關鍵；公共電視節目品質立意良善，不啻為一優質選擇。民國73年公視節目開播，卻是託播於三台的冷門時段，尚無自己的電視台。至民國87年開台以來，民眾對公共電視的了解仍在模糊階段；如今加上台灣收視戶結構特殊：有線電視市佔率達八成，相對的無線收視戶寥寥可數，新興電視播出平台中華電信MOD如雨後春筍般發展開，在這之中，公共電視該如何找到定位？關於公共電視相關論文頗豐，除了在公視未開台時給予意見批評之早期文獻外，多針對當前困境、節目策略、行銷與閱聽人做研究；鮮少關注報紙媒體如何塑造公共電視的形象，並選擇了台灣發行的三大主要報紙《蘋果日報》、《自由時報》、《中國時報》作為分析對象，，分析公共電視新聞；並做出歸納與建議。結論得知三報形塑之公共電視主要形象有三：1.政治與公共議題的負面形象2.傳遞節目訊息的中立形象3.節目品質受肯定的正面形象。

關鍵字

公共電視；形象；媒介塑造

並列摘要

Shih Hsin Databases（2014）investigate that people’s behavior in use media in Taiwan. And the research find out that television is the most often one. How to choose program on TV is become the key point in such complicated mass media platform. For the aim of nobleness and program’s quality, Public Broadcasting Television is a excellent channel to choose. Taiwan Public Broadcasting Television start to play its own program in 1984, but still not has its own television station until 1998. In this period of time, people still have little ideas about public television. On the other hand , with the intricate construction of television subscribers currently, the share in cable TV is marked 80％ and there is little wireless TV subscribers on the contrary. Furthermore, MOD(multimedia on demand) has become prosperous platform to watch TV for people. The question is how to positioning Taiwan Public Broadcasting Television in this situation? The number of the research about Taiwan Public Broadcasting Television is various.Early study focus on its peril situation when public television didn’t have its own television station. Following literature concentrate on currently problem, the strategy of produce program, marketing and audience. This study concerned that newspaper how to create the image of Taiwan Public Broadcasting Television. We chose《Apple Daily》、《Liberty Times》、《China Times》for sample ,using context analysis to observe the way of newspaper a to describe the image of public television.