國軍媒體形象研究-以四大報負面新聞報導為例

Media Image of the ROC Military – A Comparative Study of Negative Reports from Four Newspapers

張永政(Yung-Cheng Chang)

指導教授 ： 李俊毅

國立中正大學/社會科學院/戰略暨國際事務研究所/碩士(2015年)

摘要

本次研究旨在分析蘋果日報、自由時報、中國時報、聯合報報導與國軍形象有關之負面新聞報導，並以內容分析法比較各報在處理與形象有關之報導量、篇幅、照片與圖示使用數、對象及主題等面向之差異性。
研究樣本採用國防部「每日新聞摘要」內蘋果日報、自由時報、中國時報及聯合報相關新聞，研究範圍為2007年至2011年之間，全面檢視四大報之報導量、篇幅、照片與圖示使用數、對象及主題等類目，並分別給予操作型定義、編碼、分類、統計等分析。
主要研究發現包含：（一）與國軍形象有關之負面新聞報導，平均每日出現1.77則，其中以蘋果日報及自由時報較多。（二）蘋果日報以大篇幅報導居多。（三）相關報導近半數會搭配照片或圖片的使用。（四）報導對象以國防部及其直屬單位與部隊最多，空軍司令部次之。（五）報導主題以貪瀆事件最多，行政業務疏失事件次之，訓練（操演）失慎事件再次之。
本文並在最後以議題設定理論等觀點，提出這些發現可能的解釋，以及提列代表性個案，研析媒體所建構之國軍形象為何，並探討國防部相關媒體策略作為。

關鍵字

負面新聞 ； 媒體形象 ； 國軍

並列摘要

This study aims at analyzing the negative coverage of the military from Taiwan’s four major newspapers-- Apple Daily, Liberty Times, China Times, and United Daily News. Taking content analysis as a main research method, it compares the reports in terms of the amounts and space of the stories, the images, photos and pictures being used, and the differences of the objects and themes.
The study obtains its samples from the database of “Daily News Summary” compiled by the Department of Defense, and takes as the time scope of study a five-year period from 2007 to 2011. It conducts a comprehensive inquiry into the negative coverage in the four newspapers through the following steps: establishing related categories, making operational definitions, coding, classifying, running statistical analysis, and interpreting the results.
The main findings are as follows: (1) negative news coverage of the military appears around 1.77 times per day, with the Apple Daily and Liberty Times tending to have more such stories; (2) the Apple Daily tends to have negative stories in greater length; (3) around half of the stories come with photos or pictures; (4) the Department of Defense and its subordinate units are the most frequently reported objects, followed by the Air Force Command; (5) with regard to the type of issues, corruption comes first, administrative negligence next, and then training/drill incidents.
After the quantitative analysis, the thesis undertakes a perspective of agenda setting to look into several representative cases, and draws from them a tendency of the newspapers to construct the image of the military, as well as some implications for the Department of Defense when dealing with the mass media.

並列關鍵字

negative news coverage ； media image ； the military

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