佛教媒體定位策略之研究-以慈濟月刊及佛光山人間福報為例

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Title:	佛教媒體定位策略之研究-以慈濟月刊及佛光山人間福報為例 A Study on Positioning Strategy of Buddhism Media: Cases of Tzu-Chi Monthly and Merit Times
Authors:	陳定蔚 Chen, Din-Wei
Contributors:	新聞學系
Keywords:	宗教傳播定位策略《人間福報》《慈濟月刊》 religious communication positioning strategy Merit Times Tzu chi monthly
Date:	2015-06
Issue Date:	2015-08-04 10:37:39 (UTC+8)
Abstract:	解嚴後的台灣社會，宗教與傳播領域的互動開始頻繁起來，特別是在新科技發展的背景下，媒體成為宗教團體進行宣教與社會服務的新形式之一，這使得宗教組織與媒體的身分產生多層重疊且愈來愈難以分割。如何善用媒體以實踐信仰傳播，一直是各宗教的傳播目標，然而隨著科技的發展，宗教團體與媒體的關係被置入一個全新的形式之中，宗教團體在此之際釐清了永續經營的重要性，也因此自我定位的制訂顯得益加重要。本研究以《人間福報》與《慈濟月刊》為研究對象，聚焦於兩報的定位策略，由Kotler的定位策略理論進行分析，並呈現兩報報導宗教新聞時傾向何種特徵，研究近來媒體與宗教組織互動頻繁之際，佛教媒體的宗教新聞內容的報導與其定位策略有何關聯？接著，藉由這樣的關聯來證實佛教媒體的定位策略與宗教新聞呈現的特色的關聯性。本文研究問題如下：（一）佛教媒體的定位策略為何？(二)佛教媒體的宗教新聞報導內容為何？（三）佛教媒體的定位策略與宗教新聞的呈現關係為何？研究發現，《人間福報》於2007年-2014年間皆採「事件」定位為策略，其中以「藝術人文」為首要定位；而《慈濟月刊》則採用兩種以上屬性，屬性使用多寡的排序是「符號」，主要以「災難重救助／重建」為主，其次為「事件」，關懷的重心為「環保議題」。而宗教新聞呈現方面，《人間福報》強調「藝術人文」的報導；《慈濟月刊》則側重於「社會關懷」取向的報導。最後，本研究發現《人間福報》與《慈濟月刊》的定位策略操作與宗教新聞的報導呈現有明顯的相關性，呈現如Smith和Sosin所談，具有臍帶般的「連結」（coupling）關係。 Media has become a new form of communication for religion organizations since the lifting of martial law in Taiwan. Thanks to the identity of both media and religion organizations are overlapping, which makes the line between media and religion no more clear, hence, the self-positioning of religion organization is more different than past. To utilize media in practicing religion relief has always been the goal of religion media, yet with the developing of technologies, the relationship between religion organization and media is more complicated, for this reason, to make an effective self-positioning to keep sustainable operation is now a big issue for Buddhism media in Taiwan. This research attempts to explore the positioning strategy and the content of religious news to be presenting by Buddhism media based on the Kotler’s theory of positioning strategy, by comparing with two newspapers in Taiwan, the Merit Times and Tzu chi monthly. This research answers the following questions with content analysis and textual analysis: What’s the positioning strategy of Buddhism media? What is the content of religious news? What is the association between the positioning strategy and religious news of Buddhism media? Finally, the research found that Merit Times and Tzu chi monthly in operating positioning strategy and presenting religious news are very different. In the positioning strategy, Merit Times focused on ‘art’ and ‘humanism’ tendencies and Tzu chi monthly pay close attention on the symbol which is connecting with the ‘catastrophe-helping’. And in the way of presenting religious news, Merit Times stressed ‘art’ and Tzu chi monthly emphasized the ‘social care’ tendencies. For the operation in positioning strategy and presenting religious news of both Merit Times and Tzu chi monthly are finally proved to be highly interrelated.
Appears in Collections:	[Department of Journalism & Graduate Institute of Journalism] thesis

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