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研究生:韋齊修
研究生(外文):Nicholas Vaky
論文名稱:台灣社會認同意識對於中國媒體在台觀感之影響
論文名稱(外文):The Influence of Taiwanese Social Identity on Attitudes Toward Mainland Chinese Media
指導教授:施琮仁施琮仁引用關係
指導教授(外文):T. J. Shih
學位類別:碩士
校院名稱:國立政治大學
系所名稱:國際傳播英語碩士學位學程(IMICS)
學門:傳播學門
學類:一般大眾傳播學類
論文種類:學術論文
畢業學年度:101
語文別:英文
論文頁數:80
中文關鍵詞:媒體認同台灣中國
外文關鍵詞:MediaSocial IdentityTaiwanChina
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中國大陸和台灣雖然在文化上一脈相承,但是兩地在社會認同上並沒有達成共識。本論文
以Tajfel的「社會認同理論」為骨幹,試著去了解台灣人對於來自中國大陸的媒體與跟自
己本土產出的媒體有什麼不一樣的看法或觀感。利用設計電影海報來測試台灣民眾對於電
影的興趣與注目焦點所在,研究結果發現, 台灣人在運動類型的電影,對於本土產出的
作品有明顯的偏好,也就是較為認同自己本地的社會族群。但是在羅浪漫愛情類型的電影
就沒有相對強烈的本土偏好,但還是會積極去蒐集該類型電影的相關資訊。所以本研究藉
由證明同一個族群偏好自身的媒體產物,也強化了社會認同理論的概念。
Taiwan and China, countries whose citizens share a common ancestry, do not share a common
social-identity. Using “social identity theory” (Tajfel, 1978) as a basis, this study seeks to
understand how Taiwanese citizens view media from Mainland China in contrast to media from
their native country. Asking questions about viewing intention and focusing on film’s in the
romance and sports genres, this study found that sports film’s posters caused Taiwanese
participant’s to record a significant viewing preference for films from their own social group of
Taiwan. Findings from the romance genre found no viewing intention preferences but a stronger
willingness to engage in information seeking behaviors when films were from Taiwan. These
findings help strengthen social identity theory’s link to media research through showing that ingroups
prefer their own media to the media of out-groups.
Table of Contents
I. Introduction………………………………………………………………6
II. Literature Review……………………………………………………………10
1. Self-Categorization, Social Identity Theory, and Taiwan …………………10
2. Media Use …………………………………………………………………13
3. Other Measures of a Social Identity Media Bias ……………17
4. Priming Self-Identification …………………………………………19
5. Self-Identification Variance …………………………………20
6. Controlling for Audience’s Movie Going Preferences …………………22
III. General Methodology ………………………………………………28
1. Procedure ……………………………………………………………………28
2. Materials……………………………………………………………………29
3. Manipulation Check……………………………………………………31
4. Measurements………………………………………………………31
5. Priming..……………………………………………………………………34
6. Control for Genre Interest ……………………………………………35
7. Translation ………………………………………………35
8. Experiment One and Two …………………………………………35
IV. Experiment One: Sports Film…………………………………………37
1. Methodology ……………………………………………………………37
2. Results ……………………………………………………………………37
3. Discussion …………………………………………………………43
V. Experiment Two: Romance film …………………………………………48
1. Methodology ……………………………………………………………48
2. Results ……………………………………………………………48
3. Discussion …………………………………………………………52
VI. Discussion and Conclusion ……………………………………………56
1. Summary ……………………………………………………………………56
2. Genre Differences …………………………………………………………56
3. Priming Effects ……………………………………………………57
4. Information Seeking Behavior Significance ………………58
5. Industry and Marketing Implications …………………………58
6. Theoretical Implications ……………………………………………60
7. Limitations ……………………………………………………62
VII. References ……………………………………………………………65
VIII. Appendix A – Taiwanese Sport Film Poster ………………………………71
IX. Appendix B - Chinese Sports Film Poster ………………………72
X. Appendix C - Taiwanese Romance Film Poster ………………73
XI. Appendix D - Chinese Romance Film Poster…………………74
XII. Appendix E - Questionnaire Translated in Both English and Chinese………73
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