(3.238.186.43) 您好!臺灣時間:2021/03/01 09:34
字體大小: 字級放大   字級縮小   預設字形  
回查詢結果

詳目顯示:::

我願授權國圖
: 
twitterline
研究生:張毅民
研究生(外文):Chang, Iee-ming Paulus
論文名稱:非營利組織運用議題管理協助公共關係之研究──以富邦文教基金會「媒體素養公民教育」為例
論文名稱(外文):Issues management and non-profit organizations'' public relations: A case study of the Fubon Foundation and Media Literacy movement in Taiwan
指導教授:關尚仁關尚仁引用關係
指導教授(外文):Michael S. Kwan
學位類別:碩士
校院名稱:銘傳大學
系所名稱:傳播管理研究所
學門:傳播學門
學類:圖文傳播學類
論文種類:學術論文
論文出版年:2001
畢業學年度:89
語文別:中文
論文頁數:102
中文關鍵詞:非營利組織基金會公共關係議題管理媒體素養媒體教育富邦文教基金會媒體素養公民教育
外文關鍵詞:nonprofitfoundationpublic relationsissues managementmedia literacymedia educationFubon Foundationnon-profit
相關次數:
  • 被引用被引用:35
  • 點閱點閱:553
  • 評分評分:系統版面圖檔系統版面圖檔系統版面圖檔系統版面圖檔系統版面圖檔
  • 下載下載:0
  • 收藏至我的研究室書目清單書目收藏:10
研究背景:
非營利組織之存在目的,最終亟望是改善人類生活。對非營利組織而言,關注某一個(或若干)社會議題、並持續呼應與甚至主導其發展,是非營利組織公共關係迥異於商業導向公共關係的特色之一。Neff(1994)清楚地指出:議題管理的確能夠協助非營利組織公共關係功能的發揮。因此,值此公共關係概念與角色於國內大多非營利組織仍然混沌、而社會力量卻又蓬勃發展之際,如何藉由議題管理的方式,發揮甚至提升公共關係在非營利組織內的功能與層級,實然對於非營利組織公共關係有興趣的人士而言,有著令人期待的探索與發現。
問題描述:
富邦文教基金會從民國79年成立以來,編制上,在民國88年6月之前,基金會一直沒有獨立設置「公共關係」職務。但是近十年來的經營,卻常居國內企業型基金會的排名之前。民國87年底,基金會擬定「媒體素養公民教育」專案,正式大力推動國內「媒體素養」運動。雖然基金會缺乏中、長期的策略規劃,或是系統而具體的公共關係管理計畫,但是由於「媒體素養公民教育」專案的推動、以及對「媒體素養」議題的涉入與高度結構化,「媒體素養」議題反倒為富邦文教基金會實踐公共關係管理,成為一大契機。因此,刻正努力推動國內「媒體素養公民教育」的富邦文教基金會,是深入研究國內非營利組織運用議題管理實踐公共關係管理的良好個案之一。本研究欲釐清與探討的問題有四:(一)富邦文教基金會的公共關係管理現況為何?(二)富邦文教基金會公共關係管理與媒體素養之議題管理如何關連?(三)針對富邦文教基金會公共關係,媒體素養議題管理如何協助?(四)為了改善富邦文教基金會運用議題管理協助公共關係,還有哪些其他應該要注意的?
研究方法與步驟:
本研究首先於第二章的文獻回顧中,釐清了公共關係與傳播兩者在概念與來源上的不同,其次,從學者的研究中嘗試歸納非營利組織公共關係、與議題管理的特質,第二章最後亦將媒體素養的概念與意涵以對比的方式加以釐清。從文獻回顧與各家學說的整理中,第二章提供了本研究對個案進行檢視與觀察的架構。第三章說明本研究的本質(應用性研究)、研究方法(深入個案研究)與策略(參與觀察、資料彙整與分析、深度訪談三階段)。為期近二年(民國88年6月至民國90年3月止)的研究過程中,研究者所獲得之龐雜、深入的資料,則概分成三大類,彙整於第四章的研究發現中:(一)富邦文教基金會的公共關係管理;(二)富邦文教基金會與媒體素養公民教育運動;(三)富邦文教基金會「媒體素養公民教育」之議題管理。最後,在第五章中,根據本研究的各項研究發現,並回應第一章所提出之研究問題,將發現歸納成三點並且加以討論,第二節則提出建議。第三節中,則對本研究之限制提出說明,並且對未來研究者提出三點建議。
Research Background:
The ultimate goal of nonprofit organizations’ existence is to improve human’s life. One of the greatest characteristics of nonprofits’ public relations is to focus on social issues, and to look for opportunity to direct the development of those issues concerning public interests. Neff (1994) contents that issues management surely can help most of the nonprofits in term of their public relations’ function. In the era of nonprofits’ blossom and most of the them cannot distinguish public relations from communication, it is, therefore, an interesting topic that how issues management can help nonprofits’ public relations waiting for researchers to explore.
Problem Description :
Giving the fact that the Fubon Foundation have been on the ‘Top 5’ list of the national foundations for years, it is also the truth that the Foundation had no formal public relations position in the office until June 1990. Although Fubon Foundation has no plans for either her public relations management or strategic management, the highly-structured issues management on Media Literacy Movement help the Foundation on this matter. Therefore, Fubon Foundation’s practices on its ‘Media Literacy’ project becomes a excellent case for researchers who are interested in triangulating nonprofits’ public relations management, media literacy/education, and communication management. This research focuses on the following four questions: (1) What is the status quo of the Fubon Foundation’s public relations management? (2) Connections between Fubon Foundation’s public relations management and its media literacy issue management; (3) How media literacy issue management can help Fubon Foundation in term of its public relations management? (4) What suggestions this research can offer to the Fubon Foundation with regards to issues management and public relations management?
Research Method and Steps:
First, in Chapter two (Literature Review), this research clarifies the concepts of public relations and communication, and, points out the characteristics of nonprofit organizations’ public relations and issues management. Concepts of media literacy are also discussed in this chapter. From Literature Review, a study framework for examining the case (Fubon Foundation and its public relations, media literature issue management) is developed. Nature of this research and methods applied to this research are described and explained in Chapter 3. Findings from the 2-year research period (participant observation and content analysis) are, in Chapter 4, categorized into: (1) Fubon Foundation’s public relations management; (2) Fubon Foundation and its Media Literacy Movement; (3) Fubon Foundation’s Media Literacy issue management. In the final chapter, the writer raised discussions and suggestions based on the research findings. Research limitations and suggestions to future researchers are also explained and offered in the Chapter 5.
第一章 緒論
第一節 研究動機
第二節 問題描述
第三節 研究問題
第二章 文獻回顧
第一節 公共關係與傳播概念的釐清
第二節 非營利組織公共關係的特質
第三節 議題管理
第四節 媒體素養
(一)有關「媒體素養」的定義
(二)「媒體素養」與「媒體教育」的不同
(三)「媒體素養」與「媒體批判」的不同
(四)其他的素養與識讀能力
第五節 小結
第三章 研究方法
第一節 研究本質與研究方法
第二節 研究策略
第四章. 研究發現
第一節 富邦文教基金會的公共關係管理
一、組織架構與工作設計方面
二、對公共關係的認知方面
三、公共關係的對象方面
四、公共關係的評估方面
五、小結
第二節 富邦文教基金會與媒體素養公民教育運動
一、整體描述
二、媒體素養公民教育三階段、與細項活動整理
三、小結
第三節 富邦文教基金會「媒體素養公民教育」之議題管理
一、從議題管理的定義檢視
二、從議題管理結構化發展的指標檢視
三、從議題管理實際負責人的角色與功能檢視
四、從議題管理的規劃步驟檢視
五、小結
第五章. 討論與建議
第一節 重要發現與討論
第二節 建議
第三節 研究限制與未來研究建議
參考資料
附錄資料
一、與富邦文教基金會執行長訪談記錄
二、「媒體素養公民教育」計畫書
三、邀請社會團體參與「媒體公民素養社區研習」公文(函)、計畫書四、富邦文教基金會「媒體公民素養社區研習」授課講綱(以張錦華博士講綱為代表)
五、「媒體公民素養種子教師研習營」結案報告
六、媒體公民教育政策綠皮書
七、富邦文教基金會串聯社會團體呼籲華視重審普通級時段節目之往返公文、剪報資料
八、富邦文教基金會拜會教育部、文建會會議通知單
Aufderheide, P. and Firestone, C. (1993). Media literacy: A report of the national leadership conference on media literacy. Queenstown, MD: The Aspen Institute.
Aguilar, F. J. (1967). Scanning the business environment. NY: MacMillan.
Buchholz, R. A. (1986). Business environment and public policy: Implications for management and strategy formulation. NJ: Prentice-Hall.
Buchholz, R. A. (1988). Adjusting corporations to the realities of public interests and policy. In R. L. Heath (Ed.) Strategic issues management: how organizations influence and response to public interests and policies. San Francisco: Jossey-Bass.
Broom, G. M. & Smith, G. D. (1978). Toward an understanding of public relations roles: An empirical test of five role models’ impact on clients. 發表於Public Relations Division, Association for Education In Journalism, Seattle, WA, USA.
Broom, G. M. & Smith, G. D. (1979). Testing the practitioner’s impact on clients. Public Relations Review, 5, 47-59.
Chase, H. (1984). Issues Management: Origins of the Future. Stamford, CT: Issues Action Publications.
Childs, H. L. (1940). An introduction to public opinion. NY: John Wiley and Sons, Inc.
Commbs, W. T. (1992). The failure of the task force on food assistance: A case study of the role of legitimacy in issue management. Journal of Public Relations Research, 4(2), 101-122.
Cutlip, S. M., Center, A. H. & Broom, G. M. (1994). Effective public relations (7th ed.). Englewood Cliffs, NJ: Prentice-Hall.
Davis, J. J. (1997). Advertising research: Theory and practice. Englewood Cliffs, NJ: Prentice-Hall.
DeFleur, M. L. & Ball-Rokeach, S. (1982). Theories of Mass Communication (4th ed.). NY: Longman.
Dicke, R. B. (1984). Influence of public affairs offices on corporate planning and of corporations on government policy. Strategic Management Journal, 5(1), 15-84.
Dozier, D. M. (1992). The organizational roles of communications and public relations practitioners. In J. E. Grunig (Ed.) Excellence in public relations and communication management. Hillsdale, NJ: Lawrence Erlbaum Associates.
Dunn, W. (1981). Public policy analysis: An introduction. Englewood Cliffs, NJ: Prentice-Hall.
Ehling, W. P. & Hesse, M. B. (1983). Use of issues management in public relations. Public Relations Review, 9(2), 18-35.
Fleming, J. E. (1980). Linking public affairs with corporate planning. California Management Review, winter, 42.
Ferguson, M. A. (1979). Some empirically-generated public relations roles and association with descriptive variables. 發表於Public Relations Division, Association for Education in Journalism, Houston, Texas, USA.
Gorcyca, D. A. (1994). Assessment of nonprofit public relations efforts. New Orleans, LA: Missouri Western State College, Department of Communication Studies. (ERIC Document Reproduction Service No. ED 379 715)
Greening, D. W. & Gray, B. (1994). Testing a model of organizational response to social and political issues. Academy of Management Journal, 7(3), 467-498.
Grunig, J. E., and Hunt, T. (1984). Defining and choosing goals and objectives. In Managing Public Relations. New York: Holt, Rinehart & Winston.
Grunig, J. E. (1992). Excellence in public relations and communication management. NJ: L. Erlbaum Associates.
Hainsworth, B. E. (1990). The distribution of advantages and disadvantages. Public Relations Review, 16(1), 33-39.
Hall, P. D. (1992). Inventing the nonprofit sector and other essays on philanthropy, voluntarism, and nonprofit organizations. Baltimore, MD: Johns Hopkins University Press.
Hambrick, D. C. (1981). Specialization of environmental scanning activities among upper level executive. Journal of Public Relations Research, 4(3), 123-149.
Heath, R. L. (1986). Issues management: Corporate public policymaking in an information society. Beverly Hills: Sage.
Heath, R. L. (1988). Strategic issues management: How organizations influence and respond to public interests and policies. San Francisco: Jossey-Bass.
Heath, R. L. (1997). Strategic issues management: Organizations and public policy challenges. London: Sage.
Heath, R. L. & Cousino, K. R. (1990). Issues Management: Corporate public policymaking in an information society. New Delhi: Sage.
Heath, R. L. & Nelson, R. D. (1986). Issues Management: Corporate Policymaking in an information society. Beverly Hills: Russell Sage Foundation.
Hendrix, J. A. (1997). Public relations cases (4th ed.). Boston: Wadsworth Publishing.
Herman, R. D. & Heimovics, R. D. (1991). Executive leadership in nonprofit organizations: New strategies for shaping executive-board dynamics. San Francisco: Jossey-Bass.
Holland, J. (1989). Nonprofit organizations and their public relations. In B. Cantor (Ed.), Experts in action: Inside public relations (2nd ed.). NY: Longman.
Hsia, H. J. (1988). Mass Communications Research Methods: A step-by-step approach. Hillsdale, NJ: Lawrence Erlbaum Associates.
Jaccard, J. & Becker, M. A. (1997). Statistics for the behavioral sciences (3rd ed.). New York: Brooks/Cole Publishing.
Jawitz, W. & Schrank, J. (1996). Understanding mass media (5th ed.). Lincolnwood, IL: National Textbook Co.
Kelly, K. S. (1991). Fundraising and public relations: A critical analysis. Hillsdale, NJ: Lawrence Erlbaum Associates.
Kernisky, D. A. (1997). All the information fit to be reported─negotiating American symbolic reality. Electronic Journal of Communication, 7(1).
Klapper, J. T. (1960). The effects of the mass media. Glencoe, Ill.: The Free Press of Glencoe.
Kotler, P. & Levy, S. J. (1969). Broadening the concept of marketing. The Journal of Marketing, 3, 10-15.
Kotler, P. & Anderson, A. R. (1987). Strategic Marketing For Nonprofit Organizations (3rd ed.). Englewood Cliffs, NJ: Prentice-Hall.
Louzen, M. M., & Dozier, D. M. (1992). The missing link: The public relations management role as mediator of organization environments and power consequences for the function. Journal of Public Relations Research, 4(4) 205-220.
Linke, C. G. (1989). Crisis─Dealing with the unexpected. In B. Cantor (Ed.) Experts in action: Inside public relations (2nd ed.) New York: Longman.
Lindenmann, W. K. (1997). Setting minimum standards for measuring public relations effectiveness. Public Relations Review, 23(4). 391-408.
Linton, M., Gallo, P. S., Jr., & Logan, C. A. (1975). The Practical Statistician: Simplified handbook of statistics. Monterey, CA: Brooks/Cole Publishing.
Lowery, S. A. & DeFleur, M. L. (1988). Milestones in mass communication Research: Media effects (2nd ed.). NY: Longman.
Martinson, D. L. (1998). The Church and public relations: Some important lessons. America, 14(1).
Masterman, L. (1985). Teaching the media. London: Comedia Books.
Masterman, L. and Mariet, F. (1994). Media education in 1990s Europe: A teachers’ guide. The Netherlands: Council of Europe Press and Croton, NY: Manhattan Publishing Co.
McClure, C.R. (1993). Network literacy in an electronic society: An educational disconnect? In The Knowledge economy: The nature of information in the 21st century. Queenstown, MD: The Aspen Institute.
McQuail, D. (1994). Mass communication theory (3rd ed.). London: Sage.
Media Literacy Online Project. Eugene, OR: University of Oregon.
Neff, B. D. (1994). Building community: When public relations is primarily an interpersonal experience). Munster, IN: Valparaiso University, Department of Communication. (ERIC Document Reproduction Service No. 384 078)
Patton, M. Q. (1990). Qualitative evaluation and research methods (2nd ed.). London: Sage. 吳芝儀、李奉儒(譯)(民84),台北:桂冠。
Pavlik, J. V. (1987). Public relations: What research tells us. Newbury Park, CA: Sage.
Potter, W. J. (1998). Media literacy. CA: Sage.
Pungente, J. J. & O’Malley, M. (1999). More than meets the eye: Watching television watching us. Toronto: McClelland & Stewart.
Roberge, G. (1986). Communication and the church in India. In P. Lee (Ed.), Communication for all: New world information and communication order. New York: Orbis Books.
Shaw, P. G. (1991). The history of campus ministry. In M. Galligan-Stierle (Ed.), The Gospel on campus: A handbook of campus ministry programs and resources. Washington D. C.: United States Catholic Conference.
Wartick, S. L. & Rude, R. E. (1986). Issues management: corporate fad or corporate function? California Management Review, 29(1): 124-140.
Wilbur, M. C. (1978). Public relations for religion and religious groups. In P. Lesly (Ed.), Lesly’s public relations handbooks (3rd ed.). Englewood Cliffs, NJ: Prentice-Hall.
Wileox, D. L., Adlt, P. H., & Agee, W. K. (1997). Public relations strategies and tactics (5th ed.). NY: Longman.
Williams, T. M. (1986). Summary, conclusions, and implications, In T. M. Williams (Ed.), The impact of television. London: Academic Press.
Wimmer, R. D. & Dominick, J. R. (1997) Mass media research: An introduction. NY: Wadsworth.
Yin, R. K. (1989). Case study research: Design and methods. (Rev. ed.) Newbury Park, CA: Sage.
Young, B. M. (1990). Television advertising and children. NY: Oxford University Press.
吳怡靜(譯)(1996) 專業組織如何管理?天下雜誌,民國85年,5月號。
吳宜蓁(民87) 議題管理:企業公關的新興課題。台北:正中書局。
吳思華(民83) 策略規劃指南。台北:遠流。
吳翠珍(民82) 解毒電視?解讀電視!──談媒體教育中的電視解讀。教育科技與媒體,7期。
吳翠珍、關尚仁、媒體公民教育研究發展小組(民88) 媒體.公民.素養:媒體公民教育訓練教師手冊。台北:富邦文教基金會。
吳翠珍(民86) 高雄區媒體素養公民教育教師研習講綱,台北:富邦文教基金會。
林靜伶、吳宜蓁、黃懿慧(民85) 公共關係。台北:空中大學。
官有垣(民89) 非營利組織在台灣:社團法人與財團法人基金會之現況分析,發表於兩岸第二屆公共事務跨世紀研討會。中華公共事務管理學會、中山大學公共事務管理研究所、北京市國家行政學院主辦。
宋巧雰(民89) 非營利組織之社會行銷策略研究──以文教基金會為例。國立台灣師範大學,大眾傳播研究所碩士論文。
張錦華(民79) 傳播效果理論批判,新聞學研究,42期。
張錦華(民83) 傳播批判理論。台北:黎明文化。
郭玉禎(民89) 台灣企業基金會現象與經營管理之研究──以大型企業基金會為例。國立中山大學,企業管理學系碩士論文。
郭麗玲(民76) 我國兒童觀看電視行為及技巧之研究。台北:文景。
黃懿慧(民88) 西方公共關係理論學派之探討--90年代理論典範的競爭與辯論,廣告學研究,12期。
葉淑芬(民88) 財團法人文教基金會策略管理之研究。大葉大學,事業經營研究所碩士論文。
蔡千惠(民89) 非營利組織之遊說策略,第三部門經營策略與社會參與(江明修主編)。台北:智勝。
蕭新煌(民87) The nonprofit sector in Taiwan: Current state, new trends and future prospects,發表於非營利組織發展研討會。亞洲協會、李連來公益基金會主辦。
臧國仁、鍾蔚文(民86) 框架概念與公共關係策略--有關運用媒介框架的探析,廣告學研究,9期。
QRCODE
 
 
 
 
 
                                                                                                                                                                                                                                                                                                                                                                                                               
第一頁 上一頁 下一頁 最後一頁 top
系統版面圖檔 系統版面圖檔