傳播工作者馴服與抗拒間的掙扎：置入性行銷趨力下媒體產製策略之研究

文化大學機構典藏 CCUR > 新聞暨傳播學院 > 大眾傳播學系 > 研究計畫 > Item 987654321/21464

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题名:	傳播工作者馴服與抗拒間的掙扎：置入性行銷趨力下媒體產製策略之研究
其它题名:	Struggles of Communicators between the Taming and Resistance : Research of the Media Production Strategies under the Pressure of Product Placement Marketing
作者:	王毓莉
贡献者:	大傳系
关键词:	抗拒專業主義傳播工作者置入性行銷隱藏的文本 commuicator hidden transcript media professionalism product placement marketing resistance
日期:	2011~2013
上传时间:	2012-02-21 13:12:12 (UTC+8)
摘要:	傳播工作者馴服與抗拒間的掙扎：置入性行銷趨力下媒體產製策略之研究「置入性行銷」在台灣的蓬勃發展，一方面為虧損中的傳媒，帶來了不斐的收入；另一方面卻是對於傳播事業專業性，造成莫大的損害，不幸的是，傳播媒體的工作者，被迫需要在這樣的環境下生存，摸索遊戲規則。 2010年12月，《中國時報》資深記者黃哲斌感嘆置入滲透新聞工作而離職、國家通訊傳播委員會（NCC）對資訊型置入節目下重手，將《年代》綜合台撤照，顯示置入性行銷對於新聞與節目產製的傷害。然而，在當前嚴峻的傳播環境下，仍然不乏具有專業主義認知的傳播工作者，表面上與主管權力維持一定的從屬關係，但在日常的實踐中，持續與置入控制的力量拉扯，採取抗爭策略。本研究將援用耶魯大學教授James C. Scott（斯科特），對於「權力」（Power）與「反抗」（Resistance）的論述，展開探討，配合相關文獻探討，發展出本研究的細部研究問題與觀察重點。研究方法上，將採用「深度訪談法」與「文本分析法」，洞察台灣的傳媒工作者，在置入性行銷壓力下，是否仍然具有傳播人的專業精神，其馴服與抗拒的策略為何？本研究問題如下：針對新聞置入部分與節目置入部分，分別提出七個研究問題。如下：問題一：置入性行銷專案，如何在新聞部被執行？問題二：廣告主，在新聞產製過程，扮演怎樣的馴服角色？問題三：新聞媒體管理階層（如：老闆、總經理），在執行置入性行銷時，如何展現其支配手段？問題四：新聞部門主管階層（如：新聞部經理、總編輯、採訪主任），在新聞產製的馴服與抗拒之間，扮演怎樣的角色？問題五：新聞記者，在置入性行銷業配新聞中，如何展現新聞專業的馴服策略？問題六：新聞記者，在置入性行銷業配新聞中，如何實踐新聞專業的抗爭策略？問題七：具有「隱藏文本」特質的置入性行銷新聞文本為何？問題八：置入性行銷專案，如何在節目產製中被執行？問題九：廣告主，在節目產製過程，扮演怎樣的馴服角色？問題十：製作單位管理階層，於電視台承接置入專案時，在節目產製的馴服與抗拒之間，扮演怎樣的角色？問題十一：電視台管理階層，於節目製作單位承接置入專案時，在節目產製的馴服與抗拒之間，扮演怎樣的角色？問題十二：節目製作團隊，在執行置入性行銷專案中，如何展現傳播專業的馴服策略？問題十三：節目製作團隊，在執行置入性行銷專案中，如何實踐傳播專業的抗爭策略？問題十四：具有「隱藏文本」特質的置入性行銷節目文本為何？ Struggles of communicators between the taming and resistance : Research of the media production strategies under the pressure of Product Placement Marketing Product Placement Marketing has flourishing in Taiwan. It brings the big revenue while the mass media has suffering from deficit. Unfortunately, it also brings the damages to the media professionalism. The media workers are forced to explore the surviving skills in this bad environment. Former senior journalist of the China Times, Zhe-bin Huang, who felt the product placement marketing has eroded the news professionalism, resigned on Dec. 2010. At the same month, National Communications Commission （NCC）withdrew the licence of “ERA TV” due to the frequent product placement in the information programs. Both incidents show the product placement marketing has harmed the production of news and programming. Though, there are still media workers comply with professionalism who maintain a certain degree of subordination to the superior, but practice resistance in daily news routines. This study will employ the power and the hidden transcript analysis by James C. Scott to develop the theoretical frame. The research design will be the "in-depth interviews" and "text analysis" . It aims to detect the complied and resistance strategies of the communicators and also discover the media professionalism under the pressure of production placement project. Thus, the study questions towards to product placemnt in the departments of news and programming are as follows: Q1: How does the product placement markting project have been done in news production? Q2: Between the complied and resistance, what kind of role does the advertiser play in the news production process? Q3: How does the media management level control the execution of the product placement marketing project? Q4: Between the complied and resistance, what kind of role does the head of news department play? Q5: How do the journalists practice the compliance strategy in the product placement markting project? Q6: How do the journalists practice the resistance strategy in the product placement markting project? Q7: What is the "hidden transcript" feature in the product placement markting project news texts? Q8: How does the product placement markting project have been done in program production? Q9: Between the complied and resistance, what kind of role does the advertiser play in the program production process? Q10: Between the complied and resistance, what kind of role does the programming division play when the TV station understakes the project? Q11: Between the complied and resistance, what kind of role does the TV management level play when the programming division understakes the project? Q12: How does the production team practice the compliance strategy in the product placement markting project? Q13: How does the production team practice the resistance strategy in the product placement markting project? Q14: What is the "hidden transcript" feature in the product placement markting project program texts?
显示于类别:	[大眾傳播學系] 研究計畫

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