多元文化主義下原住民族電視台經營策略之研究

Study of operation strategies of Taiwan Indigenous Television under multi-culturalism

陳子渝(Tzu-Yu Chen)

指導教授 ： 陳志瑋

淡江大學/管理學院/公共行政學系公共政策碩士在職專班/碩士(2011年)

https://doi.org/10.6846/TKU.2011.00348

摘要

原住民族電視台（以下稱原視）成立的宗旨是為具體實踐原住民族的媒體近用權，其背負著保存及宣揚原住民族文化之使命，亦是回應多元文化主義肯認弱勢群體之訴求。但原視如欲達成其設立之宗旨，則不能僅侷限於扮演原住民族的電視台，除了深耕族群文化外，也必須增加與其他族群的交流溝通，才能真正達到保存及宣揚原住民族文化之使命，故本研究係以策略觀點規劃出能積極落實多元文化主義、保障原住民媒體近用權，及維護原住民主體性之原視經營策略，以供相關單位參考。
在研究方法的運用上，本研究採用文獻探討法及深度訪談法，經由蒐集及分析國內外原住民傳播相關文獻，並邀請與原視經營相關及有深入研究之產、官、學界人士進行面談，蒐集有關節目規劃、行銷推廣、組織與人事管理、經費來源、族群結構、政治因素等經營影響因素之資料及看法，以確保能產生具價值之研究結果。
研究結果之策略建議包含有（一）成立數位技術部門，協助發展公民媒體，（二）計畫性培育原住民傳播人才及原住民節目之獨立製作團隊，（三）整體性檢視節目規劃內容，訂出節目規劃策略地圖，（四）擴大與主流媒體合作面向，加強族群交流與行銷效益，（五）善用政府各項補助政策，以增加預算外節目製播經費，（六）研議參考國外原住民電視台採收費方式，以解決經費不足之問題，（七）擴大原視影響力，使成為「社會大眾的原住民族電視台」，（八）凝聚族群共識，使成為提升及推展原住民傳播權之積極力量，（九）主管機關應盡快出面協調原文會與公視基金會之合作模式，（十）推動制訂專屬之原住民公共廣播電視法。

關鍵字

多元文化主義 ； 原住民傳播權利 ； 策略規劃

並列摘要

The purpose of founding Taiwan Indigenous Television (hereinafter the TITV) is to physically carry out public access to the media of indigenous. It bears the mission to conserve and promote indigenous culture as well as response to claims of minority group confirmed by multi-culturalism. To achieve its goal, TITV should not only a Indigenous TV station, but also increase communications with other people in addition to profound cultivation of tribal cultures to actually attain the mission of conserving and promoting indigenous cultures. The study is to work out operation strategies of TITV that could actively carry out multi-culturalism from strategic point of view, protect public access to media of indigenous and maintain the supremacy of indigenous available for related units as references.
As to research methods, the study adopted the literature discussion and depth interview. Through collection and analysis of domestic and oversea literatures associated with indigenous broadcast as well as interviews with people in industrial, political and academic circles who are involved in and has depth research regarding TITV operation, the study collected data and opinions regarding program plan, marketing, organization and personnel management, budget resources, population structure and politics such factors affecting operations to make sure that only valued research results were generated.
The strategic suggestions of study results include (1) establish digital technology department to assist on development of public media; (2) plan to train indigenous broadcasting talent and independent production team for indigenous programs; (3) overall review the content of programs to draw up strategic planning of programs; (4) Broaden the cooperative dimensions with prevailing media as well as consolidate tribal groups interaction and marketing benefits; (5) taking good use of various governmental subsidies to increase production funds other than budget; (6) study the charge standards as referring to domestic and oversea indigenous TV stations to solve the problem of budget inadequacy; (7) extend the influence of TITV to have it become “the TITV for all people”; (8) cohere tribal consensus becoming the aggressive power to enhance and promote public access to media of indigenous; (9) the competent authority should immediately negotiate the cooperation model between Council of Indigenous Peoples and Taiwan Public Television Service Foundation; (10) promote establishment of Public Broadcasting and Television Act exclusive for indigenous.

並列關鍵字

multi-culturalism ； public access to media for indigenous ； strategic planning

參考文獻

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