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體育與運動公共關係:臺灣研究現況及趨勢分析

Physical Education and Sports Public Relations: Current Status and Trend Analysis of Research in Taiwan

摘要


目的:公關在體育與運動領域中扮演的角色至關重要,至今雖已有諸多體育與運動公關的相關研究發表,但卻鮮少針對體育與運動公共關係的相關學術論文及期刊進行分析與梳理。故本研究旨在探討臺灣體育與運動公關博、碩士論文與期刊論文相關發表現況,瞭解其研究脈絡,進而提出具體建議。方法:採內容分析方式彙整與歸納國內博、碩士論文與期刊論文相關發表之研究,以「體育、運動」公關、公共關係、媒體公關、媒體關係、社區關係、危機溝通、危機處理為關鍵字,共蒐集1篇博士論文;33篇碩士論文及63篇期刊論文,總計97筆資料,分析其資料別、研究出版狀態、研究類型與研究方法、研究類別、研究議題等。結果:相關研究自2003年起篇數開始逐步成長,但在2011年後有逐漸下降的趨勢;(1)博、碩士論文皆以實證性研究為主且多使用混合及量化方法;(2)期刊論文以敘述式綜評研究為主,集中於質化研究;(3)博、碩士論文刊物出處以國立大專院校居多,集中於國立臺灣師範大學,期刊論文則以大專體育的綜評性論文最多;研究類別,以「運動賽會」為最多且聚焦於「公關運作、應用及策略」相關議題。結論:本研究結果反映出國內體育與運動公關學術研究脈絡和發展現況,據此研究結果,本研究提出具體建議與未來研究方向。

關鍵字

學術研究 公關 期刊論文

並列摘要


Purpose: Public relations are vital in the field of physical education and sports. Many studies have focused on physical education and public relations, few have analyzed the recent related academic papers and journals. Therefore, this essay analyzes recently published academic papers and journals related to physical education and sports to understand their research context in order to make specific recommendations for future studies. Methods: The contents of doctoral dissertations and master's theses related to physical education and sports in Taiwan were analyzed. One doctoral dissertation, 33 master's theses, and 63 periodical articles were identified on the topic of "physical education" and "sports" by using the following keywords: public relations, media relations, community relations, crisis communication, and crisis management. The data type, publication status, research method, research topic, and research issue of all these 97 studies were evaluated. Results: The number of studies related to physical education and sports began to increase in 2003 and then decreased in 2011. In terms of research methods, the doctoral dissertation and most master's theses conducted empirical research and adopted mixed or quantitative methods. By contrast, periodical articles were narrative reviews and used qualitative methods. Regarding the publication status, the doctoral dissertation and master's theses were mostly published by professors from public or national colleges and universities, particularly National Taiwan Normal University. By contrast, periodical articles were published in journals such as Sports Research Review. In terms of the research topic, most studies focused on sports events and other issues such as public relations operation and application and strategy. Conclusion: This essay illustrates the current situation and the trend of research on public relations in sports in Taiwan. On the basis of the results, specific recommendations for future research are also made.

並列關鍵字

research public relations journal article

參考文獻


江長遠、張家昌 (2007) 。運動組織之公共關係初探。彰化師大體育學報,7,89 - 97。
周錦宏、張正霖 (2007) 。公共關係:休閒事業的觀點。臺北市:華立。
林怡秀 (2010) 。運動組織網路公關操作之探討。運動知識學報,7,287 - 292。
林怡秀 (2011) 。亞奧運單項協會之公共關係角色與模式之研究。運動休閒管理學報,8 (1) ,18-31。
施致平、張琪、倪瑛蓮 (2012)。運動管理學:臺灣之研究現況與趨勢分析。體育學報,45 (3) ,167 - 178。

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