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研究生:虞煥榮
研究生(外文):Huan-Jung Yu
論文名稱:台灣新聞媒體數位經營轉型之研究
論文名稱(外文):Study on the Digital Transformation of News Media in Taiwan
指導教授:郭文平郭文平引用關係
指導教授(外文):Win-Ping Kuo
口試委員:胡幼偉彭志平
口試委員(外文):Yu-Wei HuPeng Chih Ping
口試日期:2022-07-19
學位類別:碩士
校院名稱:中國文化大學
系所名稱:新聞學系
學門:傳播學門
學類:新聞學類
論文種類:學術論文
論文出版年:2022
畢業學年度:110
語文別:中文
論文頁數:67
中文關鍵詞:新聞媒體新冠肺炎社群媒體
外文關鍵詞:News mediaCovid-19social mediapandemicprint media
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  • 下載下載:97
  • 收藏至我的研究室書目清單書目收藏:1
近廿餘年來數位科技及網絡發展(technological network )躍飛突破,已令傳統新聞媒體深感調適不易;2019年底起,又爆發的新冠肺炎病毒大流行(Coronavirus disease pandemic),在全球造成巨大影響,迄今仍方興未艾。這波疫情直接衝擊人類生活、造成莫大的不便與傷亡之外,同樣對於當下的媒體新聞產業產生巨大影響。

  在台灣,許多深具好評或具廣泛影響力的媒體,在此疫情期間之前,泰半陸續轉型為數位媒體;另一現況是,原本已不敵數位平台侵奪閱聽群眾、發行量或收視(聽)率節節敗退的綜合型紙本媒體(print media)及廣播電視台,在此期間,採取了十分極端方式來因應,值得媒體與傳播業界重視。


  本研究是以新冠肺炎疫情影響台灣的一段期間作為研究背景,探究在數位時代媒體轉型期間突發的大疫情流行,規劃訪談媒體相關的專家、管理高層主管,與新聞大傳相關科系的教授學者共十二位,試圖回答問題是:在新冠肺炎疫情的衝擊下,正處理數位轉型期的台灣新聞媒體、遭受了多麼嚴苛的重擊?在媒體內部的場域、工作慣習與資源(資本)有何因應調整?又如何對外尋求生存與突破?還有什麼成功的案例可供參考?

研究發現,此疫情導致傳統的紙本新聞媒體受到最明顯的重擊,面臨生存保衛戰;但有趣的是,雖然疫情使得人們之間的互動減少,但民眾居家防疫的比重反增,因而使許多數位網路場域的新媒體,獲得加速普遍的新商機,受眾大幅提高,去年數位媒體的廣告量更是持續增加,此消彼長。

總而言之,此波新冠肺炎疫情不僅帶給正在數位轉型的媒體業及新聞界巨大的衝擊,也帶來了全新思考與轉變契機,優勝劣敗的情勢更趨明顯。另,本研究僅探討純粹商業營運的媒體興衰,排除依附政治力或非營利的新聞機構。

In the past 20 years, digital technology and technological network development have made huge breakthroughs, which made it uneasy for traditional news media to adapt. Since the end of 2019, the outbreak of the Coronavirus had a huge impact around the world and is still in the ascendant. In addition to the great inconvenience and casualties of this pandemic on human life, it also has a huge impact on the current media and news industry.

In Taiwan, many well-received or widely influential media have gradually transformed into digital media during the pandemic. Another development worth noting to the media and communication industry is that the print media, radio, and television stations, which have been less popular than digital platforms due to their the wide reading and listening masses, circulation ratings,and listening rates, have taken a very extreme approach to deal with this transition.

This study takes the period of the new Coronavirus pandemic affecting Taiwan as a research background. It explores the sudden pandemic during the media transformation of the digital era by interviewing media-related experts, senior management executives, and professors and scholars from departments related to journalism and communication. This study aims to answer the question: Under the impact of the Coronavirus pandemic, how hard has the Taiwan news media dealing with the digital transition period been impacted? What are the adaptations of the field, work habits and resources (capital) within the media? And how to seek survival and breakthroughs externally? What other success stories are there to refer to?

The study found that the epidemic has caused the traditional paper news media to be impacted the most and face a battle for survival. However, it is interesting that although the epidemic has reduced the interaction between people, the proportion of people's staying-at-home measures has increased. As a result, many new media in digital network fields have gained new business opportunities that have accelerated and become common, and the audience and the advertising volume of digital media has continued to increase last year.

All in all, this wave of COVID-19 has not only brought a huge impact on the media industry and journalism that are undergoing digital transformation, but also brought new opportunities for thinking and transformation. In addition, this study only explores the rise and fall of purely commercial media, excluding news organizations that are dependent on political power or non-profits.

Keywords:
COVID-19, new media, media economics, field theory, business models, journalistic ethics, communication policy

目  錄

目  錄 …………………………………………………………………………………………………………….… V
表  次 …………………………………..………………………………………………………………………... VI
圖  次 ..……………..……….…………………..…………………………..…………..……………..…….. VII

第一章 前 言……………....………………………………………………………………………………….… 1
第一節 研究背景 ………………………………………………………………………………..….. 3
第二節 台灣媒體因應疫情的觀察 ………………………………………………………………… 5

第二章 文獻回顧 ……………………………………………………………………………………………. 10
第一節 市場理論基礎與媒體廣告巨變 ………………………………….……………………. 10
第二節 網媒與社群平台的趨勢 …………………………………………………………………… 12
第三節 數位轉型期的新資本轉換與累積 …………………………………………………… 14

第三章 研究方法 ……………………………..………………………………………………….…………… 17
 第一節 深度訪談的設定 ……………………………………………………………………………… 19
第二節 訪談的取樣與關鍵因素的定義 ………………………………………………………. 22
第三節 訪談對象設定與訪談原則 ………………………………………………………………. 24
第四節 訪談大綱 ………………………………………………………………………………………….. 26
第五節 訪談人選擇與發揮訪談影響力 ……………………………………………………….. 27

第四章 研究發現 ………………………………………………………………………………………………. 28
第一節 受訪者反映媒體遭逢困境 ……………………………………………………………….. 30
第二節 媒體的現況與閱聽大趨勢 ……………………………………………………………….. 34
第三節 新聞媒體商業模式的案例 ………………………………..……………………………… 38
第四節 媒體場域、慣習,與資本遽變 …………………………….………………………… 46

第五章 研究結論 ………………………………………………………………………………………………. 52
第一節 研究發現重點 ………………………………………………………………..…………………. 52
第二節 研究結論的意義與貢獻 …………………………………………………………………… 56
第三節 研究限制與後續研究的建議 …………………………………………………………… 60

參考文獻 ………………………………………………………………………………………………………..……. 63

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