媒體改造運動的語藝策略分析－以“無盟”的“公共化”論述為例

The Rhetorical Analysis of a Media Reform Movement: The Case of “Campaign for Citizens' TV”

王靖婷(Ching-Ting Wang)

《傳播與管理研究》 4卷1期 (2004/07) Pp. 1-34

https://doi.org/10.6430/CMR.200407.0001

摘要

由學術界的知識份子集體組織而成的「無線電視民主化聯盟」，其行動雖然未能達成媒體改革目標，但是運動本身已具有相當程度的示範意義。因此，本文即從社會運動的語藝批評觀點，分析「無盟」的運動語藝策略。研究結果顯示，由於「公共化」在台灣是一個陌生且抽象的概念，因此運動必須面對如何建立論述合法性的語藝困境。「無盟」雖然採取「改變受眾認知」、「連結」以及「超越」的語藝策略、運用正反並陳、邏輯推理的理性訴求，以及透過遊說、參與政策討論會議、撰寫研究報告、發表文章、至各地舉辦座談會或講演等方式來推行「公共化」的理念，但是這些策略仍有其侷限之處。首先，「無盟」採取的語藝策略公能達成初步的說服功能，無法完全回應此困境。其次，「無盟」的語藝策略並沒有隨著不同的目標受眾而調整，且訴求的價值與受眾的連結性並不高。第三，「無盟」的論述多使用邏輯辯證的學術書寫方式來表達，並不適合用於一般社會大衆，也無法達到情感說服的效果。有鑑於「公共化」路線的媒體改造運動仍在進行當中，本文希望藉此分析能提供從事媒體改革運動的相關人士或團體在運動語藝策略的擬定與運用上的參考依據。

關鍵字

公共電視 ； 社會運動語藝批評 ； 媒體改造運動 ； 無線電視民主化聯盟

並列摘要

“The Campaign for Citizens' TV” is significant in media reform history in Taiwan. This article contributes to our understanding of media reform movement rhetoric. Since its idea of public TV is an unfamiliar and abstract concept in Taiwan, from the beginning, the movement had faced the difficulties of building legitimacy. The Campaign for Citizens' TV met those difficulties by transforming perceptions of reality, employing reasoning appeal, coactive and transcendence strategies. The movement members also took several measures of actions, such as joining political conferences, conducting research, holding seminars or speeches, and so on. However, their strategies only achieved preliminary persuasive functions, and the values employed by the campaigners were not connected with their targets. Therefore, we suggest that future campaigners adjust rhetoric strategies according to their audiences.

並列關鍵字

Campaign for Citizens' TV ； media reform movement ； public television ； rhetoric of social movement

參考文獻

林麗雲(2003)。坐而言，起而言：「無盟」的實踐。台灣社會研究季刊。50，145-169。

Andrews, J. R.(1983).A Historical Perspective on the Study of Social Movements.Central States Speech Journal.34,67-69.

Bernard, L. B.(1983).Social movements: editor`s commentary.Central States Speech Journal.34,80-82.

Cathcart, R. S.(1983).A confrontation perspective on the study of social movements.Central States Speech Journal.34,69-74.

Cathcart, R. S.(1980).Defining social movements by the rhetorical form.Central States Speech Journal.31,267-273.