運動表現與媒體曝光率關聯性探討：以民生報刊載中華職棒之照片為例

本研究旨在探討報紙刊載運動照片之情形及運動表現與媒體曝光率的關係，以民生報刊載中華職棒14年（2003年）之照片及球員（隊）之運動表現為研究對象，首先對民生報刊載中華職棒之照片進行內容分析，再與球隊及球員之整體運動表現進行關聯性探討，本研究之具體結論如下：一、民生報刊載中華職棒14年（2003）之照片與職棒6年（1995）做比較，在以觀眾為對象的報導、三人以上人數、非比賽時候的靜態活動及本土球員等對象上的報導量都明顯的增加了。二、中華職棒球隊的勝場及勝率與民生報刊載之照片有正相關，而敗場及勝差則為負相關，球隊的敗場數越少有越高的報紙媒體曝光率。三、在投手的運動表現方面：勝投、先發、投球數、奪三振等與照片的刊載有較高的正相關，只有防禦率為負相關；投手的勝投數越多且完投數較少，有較高報紙媒體曝光率。四、在打擊手的運動表現方面：得分、壘打數、勝利打點、打點、安打數、全壘打、一壘打等與照片的刊載有較高的正相關；打擊手的得分高、全壘打多、盜壘成功次數多、打數多、被投手故意四壞次數多、勝利打點多，且三振次數較少，則有較高的報紙媒體曝光率。

關鍵字

運動表現；媒體；曝光；中華職棒

並列摘要

The purpose of this study was to explore the relationship between sports performance and media exposure. This study focused on the reports about players' performances and photos of the 14(superscript th) year (2003) of The Chinese Professional Baseball League (CPBL) from the Min-sheng Daily. First, The study adopted the content analysis method to analyze the photos of CPBL 14(superscript th) year on the Min-sheng Daily to examine the relationship between teams' and players' performances. The results were as follows: 1.The photo reports about spectators, 3 people or more, off diamond, the local players of the 14(superscript th) year of CPBL had obviously increased more than CPBL 6th year on the Min-sheng Daily. 2. The photo reports in the Min-sheng Daily were positively correlated with wins, winning percentages of CPBL teams, and had a negative correlation with losses, game back of CPBL teams. The teams with lower rates of losses had a higher degree of media exposure. 3. The performances of pitchers' wins, games started, pitches thrown, strikeouts made had a higher positive correlation with the photo reports in the Min-sheng Daily, and only the earned run average had a negative correlation. Pitchers with more wins but less games finished had a higher degree of media exposure. 4. The performances of batters' runs scored, total bases on safe hits, game-winning runs batted in, runs batted in, hits, home runs, one base hits had a higher positive correlation with the photos report of the Min-sheng Daily. Batters with more runs, home runs, stolen bases, at bats, intentional walks, game-winning runs batted in, but less strikeouts had a higher media exposure.