「傳媒外部性」是指傳媒在生產其內容、或閱聽人於消費該內容的過程中，對於非關該市場交易之第三人產生影響，致使傳媒活動可能侵害第三人的權益，抑或可能創生公共利益的現象。作為一種傳播效果，以及一種構成市場失靈、從而需要公共政策介入的概念工具，「傳媒外部性」可以作為聯繫「傳播效果」與「媒介政策」的研究橋樑，因此對於拓展跨學科的溝通，具有潛在貢獻。 外部性是衍生自主流經濟學的概念，其測量無法不涉及量化指標（如貨幣），惟本研究亦闡明：該概念之內涵不可能、亦不應該完全以量化標準來看待；就此檢討後，本研究參照公法學教授Edwin Baker所提之十種傳媒外部性類目，同時酌量採納傳播效果研究的部分成果，提出本研究分析傳媒外部性的類目指標，並試圖使經濟學與傳播研究在對話中，能豐富各自的內涵。 透過相關文獻的檢視與分類，並針對《壹週刊》內容所創生的外部性予以歸納分析，本研究將歷來對於傳媒外部性的回應方式，分做三類八種。第一類是指行政立法部門的「傳播政策」回應，又可略分為宏觀結構管制（傳播哲學、產權與財源的確立）、微觀結構管制（庇古稅及津貼）、經由政府授權以形成三方對傳媒的共管，以及對傳媒內容的規範等；第二類則為民事與刑事等對於特定傳媒內容之「司法仲裁」回應；第三類回應則涉及「市場規則」，又可略分為媒體素養課程之推廣、媒體監督組織的運作、及傳媒與外部性承受者間的私下協商等。由於傳播政策可以是統合或中介前述三類回應的關鍵，本研究最後就公共政策介入以創生優質傳媒環境的作用，提出初步的反省。 / During the production and consumption process of media content, a certain ‘media externality’ is inevitably created that may benefit or harm the third parties who actually are not present in the market exchange relationship between the producers and their audience. Therefore it’s reasonable to conceive ‘media externality’ as one aspect of communication effects, and as a factor that contributes to market failure, as such, this thesis suggests that we employ ‘media externality’ as a conceptual tool bridging ‘communication research’ and ‘media-policy research’ in a way that both disciplines can contribute to each other. To measure ‘externality’, it’s not possible that quantitative indicators such as ‘money’ be not invoked, meanwhile it’s neither desirable nor feasible if economic calculation or consideration exhausts what we mean by ‘media externality’. Having established this methodological principle, and in addition to bringing in relevant communication effect researches, the author builds and expands upon Edwin Baker’s categorization and proposes my own framework for measuring ‘media externality’. It is hoped that communication science and economics can enrich respective tradition via this dialogue. The ‘Next Weekly’ is then subject to a careful investigation and its externality is subsequently assessed. In all, to deal with media externalities, three models with eight variants can be discerned. To begin with, there is a ‘policy dimension’ comprising macro-structural regulation that attends to communication philosophy, arrangements of media property rights and finances of media production. The second policy element is of a micro-structural regulation nature, including Pigouvian tax or subsidy. Also, the state may stipulate that its regulatory power be shared with the industry and the audience’ alike. The second model indicates civilian or criminal lawsuits. Lastly there is a market response to media externality, be it the promotion of media literacy, operations of media watch groups or individual victim’s compromise with the media. This thesis ends in a reflection, since by its definition communication policy is bound to step in all the other variants, that evaluates the relationship between public policy and a more healthy media ecology.

University of Macau / Faculty of Social Sciences and Humanities / Department of Government and Public Administration

傳媒的「社會責任」一辭，彰顯對於其社會功能之發揮，以及公共利益之促進，有所想像與期待，並普遍展現於各種論述中。作為一種「理論」，源於二十世紀中期的美國，由傳媒大亨Henry Luce推動成立「新聞自由委員會」，批判商營傳媒競逐利潤之扭曲表現，並提出報告強調「自由伴隨責任而生」；不過，在大戰背景下的政府擴權，引發傳媒集團憂心，拋出「商營維持獨立」以維護新聞自由的呼籲；又基於第四權理論，更確立「如果不要政府介入，傳媒必須自律」邏輯。 社會責任論影響深遠，分析2009年台灣三大傳媒事件論述，傳媒對於所謂社會責任之認知與詮釋，與五十年前的美國樣貌趨同：政府行動是「管制」，商營（回歸市場）才享有新聞自由，第四權方能發揮。印證社會責任論未對症下藥，企圖將道德良知制度化，輔助機制有限下，成效不彰，而社會責任論的工具性使用，無法解決其本身也意識到的傳媒「經濟基礎」問題—產權與財源。就前者而言，除政府控制與市場化，尚有「公共產權」一途；後者來說，調整或重分配傳媒財源結構，營造良善生產環境。在此，公共政策能夠扮演重要角色，國家不一定只是新聞自由的天然敵人，除了「管制」也得以「規劃」傳媒作為一集體資源的發展。

University of Macau / Faculty of Social Sciences and Humanities / Department of Government and Public Administration

本論文是以1996年俄羅斯總統選舉為分析主體，並從葉爾欽政府現狀、媒體經營者的利益、媒體本身的作為和俄羅斯選民的態度等四個面向來探討俄羅斯媒體自由化的轉變。按此，本論文共分成五章，第一章為緒論，說明研究動機、研究方法同時整理分析相關文獻。1996年總統選舉是俄羅斯媒體參與最深的一次選舉活動，媒體大亨為了保障自身利益，紛紛透過傳播媒體製造輿論，協助葉爾欽步上連任之路。由於，此時的俄羅斯選民，同時被民主制度的自由和共產主義的穩定所吸引。因此，媒體傾力幫助葉爾欽重新灌輸民眾--這次的總統選舉不是在選候選人，而是在選擇兩個根本不同的體系和生活型態。第二章首先對蘇聯時期和俄羅斯聯邦的媒體生態作一概論性介紹，並且深入探討媒體自由化、市場化和集團化對整個媒體產業和俄羅斯民眾的影響。第三章開始介紹1996年總統選舉各個候選人的背景、民調支持率和選舉結果。第四章則針對俄羅斯聯邦法律有關媒體在選舉活動中的規範，以及各個總統候選人與電視媒體的合作關係，分析媒體影響選舉過程和結果的操作手法。第五章為結論，透過1996年的總統選舉個案與媒體運作模式的分析，揭示俄羅斯媒體自公開性之後的媒體自由化現象。透過選舉的合法過程和媒體的幫助，導致俄羅斯政治家和金融寡頭們更加忽視人民的利益和態度，相信選舉結果關鍵不在於民衆的態度，而在於誰的資金雄厚，誰對媒體控制得更緊。電視螢幕沒有呈現人民的需要與聲音，公民意見無法體現，反倒成為政治人物與媒體寡頭意見集中體現與爭執的地方。這些紛爭導致政府績效不佳，社會問題加劇，媒體自由化程度退化。

University of Macau / Faculty of Law

隨著冷戰結束，美國藉由其強大國力和自身的話語權力，在國際社會爭取自身利益。近年來，由於中國國力日漸強大，開始重視話語權的建構，加上 2008年西藏拉薩「3．14事件」發生時，中國封鎖消息，沒有官方來源的情況下，國外媒體紛紛透過其他管道採訪，出現許多次錯誤報導，讓中國失去主動建立話語權的機會。中國政府當局深知此事傷害中國形象甚尤，為了避免形成所謂「以美國為主的國際話語和國際輿論霸權」以及「傳播美國化」的問題，中國在2009年新疆「7．5事件」中放寬新聞管制，主動提供外國媒體信息，並安排外國記者採訪事宜，使訊息較為透明化，避免世界一邊倒的輿論偏向，企圖獲得中國話語權。 在2009年新疆烏魯木齊「7．5事件」中，中國政府採取不同於過往的處理方式，中國當局記取改善信息發佈制度，事件發生後幾小時內，中國國務院新聞辦公室邀請外國記者到烏魯木齊採訪，安排記者採訪事宜，較諸2008年西藏拉薩「3．14事件」。因此，本研究採取內容分析和論述分析等，透過分析新疆「7．5事件」新聞，試圖了解中國傳媒如何藉由新疆「7．5事件」新聞報導建構中國話語權策略，並以美國《紐約時報》作為論證，檢視中國藉由新疆「7．5事件」建構話語權的成效為何。研究結果發現，《中新社》運用的九項報導策略，在《紐約時報》並沒有提及類似的新聞內容，證明《中新社》的報導策略在《紐約時報》試圖從報導新疆「7．5事件」建構的國際話語權策略，成效有限。 / While Cold War ended, the United States fought for their own interests in the global society through their own national power and discursive power. In recent years, China’s national power has become stronger, and started to focus on discursive power. When 2008 Tibetan unrest happened, China blocked all the information. There is no official source so that the foreign media have to use irregular channels to interview people. There are some error reports in foreign media, so China lost the opportunity to take the initiative to establish the right to speak. Chinese authorities knew that the matter hurt Chinese image severely. In order to avoid the problems so-called “US-based international hegemonic discourse” and “dissemination of Americanization,” China, in July 2009 Urumqi riots, loosened restrictions in media and took initiative to provide information to journalists. Chinese government also arranged some interviews for foreign so that the messages were more transparent to avoid one-sided opinions to gain Chinese discursive power. In July 2009 Urumqi riots, the Chinese government adopted the approach different from the past, which improved information release system. Within a few hours after the incident, China's State Council Information Office invited foreign reporters to Urumqi to do interviews which differed from 2008 Tibetan unrest. Therefore, this study adopts content analysis and discourse analysis etc. to realize how Chinese media constructs Chinese discourse strategies and uses U.S.A. “New York Times” as a proof to view Chinese discourse strategies’ effects through July 2009 Urumqi riots news. The study finds that China News Service uses 9 strategies in reporting Urumqi riots. However, New York Times do not mention the similar coverage. It proved that China News Service use the strategies to construct international discursive power in reporting Urumqi riots, to be limited success.

電視產業80年經歷多次創新，從硬體，載體加上視聽播送內容，以及非市場因素的政府介入，交互影養，我們看到內容與平台的創新演變與轉折。如今，資訊科技以新技術破壞式創新，融合多媒體匯流服務，”閱聽眾”收視習慣因而變成了”用戶”。兩方互跨領域與內容，紛紛以「新媒體」之姿跑馬圈地。 『世界是平的』作者，佛克林David Verklin提到，我們生活在一個競爭無止境的世界，代表創新抉擇亦將無止境。電視媒體過去從無線到有線以致數位，一直以持續性創新前進新戰場。如今，競爭對手不只是電視同業，資訊科技異業的攪局與破壞創新，定義出數位時代傳播服務的「新媒體」，將撼動電視媒體霸主地位。潮流所趨，電視媒體「轉型」已勢在必行，如何再次創新以加速就位，是一場嚴峻的挑戰。面對內部組織能力與外部新興科技的專業，都有創新的兩難。本文透過個案研究方式，應用古典與現代學派學者不同的創新論述，分析電視媒體轉型新媒體必備的創新元素與能力，彙整出創新抉擇的思考依循，提醒電視媒體企業經營者應有的創新習慣及演練，避免消失。 研究發現，電視媒體與資訊科技「新媒體」產業因”閱聽眾”與”用戶”概念，創新思維差異很大，以致採取不同價值主張。電視媒體認為資訊科技為輔助角色，直接平移新聞與節目即可。而由資訊科技業或電信網通業者所打造的「新媒體」，則定位在提供用戶最大「量」與「速度」的多媒體匯流服務，並轉載與其他平台一樣的資訊內容即可。事實上，兩者都已在同一個數位競技場，如果內容同質性過高，實難建立”閱聽眾”與”用戶”的忠誠度，更甭說獲利與否。結果顯示，新媒體服務必須滿足“閱聽眾”與“用戶”的概念，才能實踐創新，而創新的抉擇，必須回歸自身資源優勢與資訊科技業互補，共生共榮，才是「新媒體」正軌發展之道。 / TV-Media has been developed for more than 80 years with many transition。Not only technology、carrier but also regulation pushed TV Media heading to a new service。Apply those turnings to the theory of innovation，showed how TV media deal with unexpected future and their innovation phase。In this comprehensive with all kinds of possibility internet world，the new tech of media convergence emerged the「New Media」service，TV towards IT service，IT towards TV content service, which changed viewer’s behavior of seeing and hearing behavior, they became a user，that makes both side wants to be a Player。 As the book of 「The world is flat」writer “Thomas Friedman” says：”We are living in a never-ending competition world which means that takes innovation action is a way to survive”. Via Wireless、Satellite，then deliver the seeing & hearing content through cable to users，TV-media’s competitors are beyond the same trade，and more competitors will be the IT(information technology) business for it can converge all kinds of content and deliver it to TV/PC/Mobile，which defines itself as a「New Media」service。Transforming the way to see and hear with IT heavily involved，TV Media viewer has become a faithful user to the 「New Media」。Does it mean that 「New Media」might shake up TV-Media’s long lasting standing ? To a traditional TV-Media , tackling this innovation step is kind of a dilemma，for it’s current organization that seems not allow them to do so , and without IT-experts support hardly can make any step on what New Media needs。This research has applied Mr. Clayton Christensen’s point of innovation (Harvard Business Professor) to elaborate what were TV-Media’s innovation elements?how to empower those elements ? and some reminder has been figured out to help TV-Media to make the right innovation determination to avoid to be eliminated in media market 。 Accomplished this research , we discover that innovation orientation of TV-Media and IT-Based Media (New Media) are quite different.TV-Media took IT as a supplementary，thus，moving TV program as a New Media content. The IT-Base Media buy the same content to serve user as competitors do,focusing on quantity and speed。Actually both TV and IT , they are toward each other’s territory and battle in the same arena shows that content will be a critical issue。No matter viewer or user,they will not take the same service with repeat content。 Changing to a New Media era ,user behavior will different from sitting in sofa’s watching TV viewers , the content should be distinguished from long duration content。As a PC or mobile phone user , they dominate what content to watch。If the content attract thems or make it as a necessary information for themelves，they must to satisfy user with an innovation determination to consolidate both TV and IT Media’s advantage is necessary to take。 Because innovation will be the only way to breakthrough barrier，and a right way to turn TV-Media itself as a 「New Media」to a sustainable development。