Translated Titles

Textual Analysis and Audience Research of Governmental Embedded Messages in TV News Programs




王泰俐(Tai-Li Wang)

Key Words

新聞置入 ; 詳論可能性模式 ; 置入策略 ; 閱聽人效果 ; product placement ; elaboration likelihood model ; governmental embedded message ; online audience research



Volume or Term/Year and Month of Publication

20期(2011 / 12 / 01)

Page #

25 - 43

Content Language


Chinese Abstract


English Abstract

This research focuses on three types of TV news programs, including in depth reporting, news talk shows, and general talk shows, which might be allowed to continue product placement practice in the form of ”commercials” after new budget laws are passed. This study uses textual analysis and online-audience research to target governmental embedded messages, to examine the strategies of these highly contentious messages, their potential effects, and possible contentions in the future.This research has shown that general policy messages tend to be softly marketed in product messages in a ”peripheral approach strategy.” This strategy features sentimental and entertainment-oriented tones, sophisticated pictures, and post-production effects. Policy messages that are more controversial tend to be presented in a ”central approach strategy,” which characterizes central messages in a ”racing frame” of news storytelling.Online-audience research confirms previous findings that in-depth reporting and news talk shows should differ from general talk shows by new regulations, and should refrain from news product placements. General talk shows should clearly state the sponsor and the commercial status of program messages to maintain media professionalism and public trust.

Topic Category 社會科學 > 傳播學
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