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  • 學位論文

報社所有權轉移與市場導向之關聯性研究-以中國時報為例

A Study on the Correlation between the Transfer of News Enterprise’s Ownership and Market Orientation―Taking China Times as an Example

指導教授 : 劉立行
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摘要


2008年6月發行58年、台灣媒體業龍頭之一的《中國時報》傳出無預警裁員,自此,中時集團求售,在2008年下半年的傳播圈即甚囂塵上。2008年11月4日中時媒體集團發表聲明表示,集團旗下包含中國時報、工商時報、中視、中天電視、時報資訊、時報周刊、商訊文化、中時電子報等全數交由旺旺集團董事長蔡衍明接棒經營,中時易主,文人辦報成為歷史,台灣媒體版圖出現重大變動。   由於旺旺集團在中國大陸的高投資,被外界視為是具親中色彩的企業,在兩岸關係越來越重視經濟發展和追求利益的情況下,深耕中國大陸市場的台商取得報社所有權後,在政治和經濟力量的拉鋸下,旺旺如何經營中時集團?《中國時報》兩岸新聞的報導又會產生何種變化?   本研究目的旨在分析台商取得媒體所有權,是否會影響媒體的經營與報紙的內容取向。據此,本研究利用個案分析方式,以市場導向新聞學為理論架構,採用「內容分析」研究方法,探究《中國時報》的新聞內容及廣告刊登等狀況,並輔以「深度訪談」了解《中國時報》之編輯中心管理情形與編輯策略,藉以觀察台商取得《中國時報》所有權後,其市場導向的變化。   研究者以《中國時報》所有權轉移前、後的兩岸新聞及廣告為研究對象。抽樣期間排除2008年12月旺旺集團全面接手經營《中國時報》前、後半年間,組織面臨所有權轉移的過度期及調整期,針對《中國時報》2008年6月以前,及2009年5月以後,兩階段各抽取1個月的兩岸新聞及廣告樣本進行研究。   內容分析結果發現,《中國時報》所有權轉移後,兩岸新聞的「報導量」顯著提升,「內容取向」也產生部分變化,包含:1.避開政治等敏感議題、2.重視「一般民眾」觀點、3.「評論類型」減少、4.「支持訴求」新聞量提升、5. 「正面」新聞增加。在廣告部分,本研究發現,旺旺取得所有權後,《中國時報》第一大落的廣告則數與版面未增加,但其版位分佈與廣告主有部分變化,包含:1. 新聞與廣告版面界線變模糊、2.前進大陸投資之建商、集團內產品的廣告量增加。   綜合「深度訪談」分析資料後發現,旺旺併購《中國時報》,企業化經營模式更著重成本控制及營運管理,而其重視大陸市場經營的程度,除了反映在兩岸新聞的報導量外,也反映在對兩岸訊息採取更友善的觀點及更多元的報導上。因此,本研究認為,台商經營媒體,其管理與編輯策略部分會受市場發展考量等因素影響,重視且慎選中國大陸訊息的提供,市場導向更明顯。

並列摘要


China Times, a leading media enterprise in Taiwan which has been operating for 58 years, lay off employees unexpectedly in June 2008. The news that China Times Group was seeking for a buyer spread rampantly in the sector of press since then. On November 4th 2008, China Times Group released a statement that presidencies of its subsidiaries, including China Times, Industry and Commerce Times, CTV, CTITV, Infotimes, CTU, and www.chinatimes.com, had all been transferred to the president of Want Want Group, Mr. Tasi Eng Meng. With the change of the president, newspaper run by bookmen has become history and a substantial variation in the press sector of Taiwan has also formed.  With its huge amount of investment in China, Wang Wang Group used to be deemed an enterprise with pro-China tendency. Under the condition economic development and profit pursuing within cross-strait relationship are more and more concerned, how should a Taiwanese firm devoting in Mainland China market, Want Want Group who has obtained the ownership of China Times Group, operate this group in the seesaw-struggle between political and economic forces. And what changes would emerge in news reports about the cross-strait made by “China Times.”  This study aimed to analyze whether operation of media and content orientation of newspaper would be influenced after Taiwanese firms having obtained ownership of media. Herewith, this study applied case analysis and employed market-orientation journalism as theoretical framework and methodology of “content analysis” to investigate the status of news content and advisement insertions in “China Times”, and by coordinating “in-depth interviews” this study figured out management status of editing center and its editing strategy, in order to observe the change occurred in market orientation after acquirement of “China Times” by the Taiwanese enterprise.  The researcher took cross-strait news and advisements in “China Times” before and after ownership transfer as subjects. One month of sampling period, excluding half year before and after presidency of “China Times” being taken over by Want Want Group in December 2008 when the organization was in transition and adjustment period of ownership transfer, of cross-strait news and advertisement samples made use by this research included times before June 2008 and after May 2009.  It was found from result of content analysis that quantity of reports about cross-strait news significantly increased and some changes occurred to “content orientation” including: (1) sensitive issues such as political-related were avoided; (2) more attention on viewpoints of “the public” was paid; (3) commentary types decreased; (4) news quantity of “support appeal” increased; (5) “positive” news increased. With regard to advisement, it was found in this study that quantity of the largest advertisement insertions and layouts did not increased in “China Times”, but there were some changes in distribution of layout and advertisers including: (1) the boundary between layouts of news and advisements became indistinct; (2) product advertisements of construction companies and groups investing in Mainland China increased.  By integrating analysis information of in-depth interviews, it was found that Want Want’s enterprise mode of operation attached more importance to cost control and operational management. The extent to which it concerned about its operation in Mainland China reflected not only report quantity of cross-strait news but also more friendly views and plural reports about cross-strait information. Therefore, this study believed that management and edition strategy of Taiwanese firms operating media were influenced by factors of such as market development. They concerned about as well as carefully chose information about Mainland China when supplying it, especially market orientation.

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被引用紀錄


李嘉艾(2015)。台灣媒體生產政治中的中國因素與獨裁者邏輯: 以C集團為例〔碩士論文,國立清華大學〕。華藝線上圖書館。https://doi.org/10.6843%2fNTHU.2015.00288

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