「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.

本研究以台灣《壹週刊》的影劇新聞為例，以批判論述分析法（Critical Discourse Analysis）的思考精神為啟發，從性別角色、發言權、新聞的語言特色等面向分析《壹週刊》文本。接下來，以明星、經紀人／宣傳的和小報記者的訪談，釐清台灣小報影劇新聞的產製方式，以及明星體系小報文化當中的運作過程，從中分析小報影劇新聞中誰掌握了發言權，明星和經紀人會使用哪些媒體策略來獲得正面助益。 　　本研究結果發現，小報媒體在全球不同文化間依循著類似的軌跡發展，從單元、圖片與題材編排的類似手法，將明星八卦、醜聞、性等細節無限制放大，透過主觀、嘲諷的口語敘事與大量圖片，讓讀者看到明星報導的幕後感與故事性。小報記者參與新聞製作時的立場是正向高度肯定的，因為小報調查式的新聞手法需要長時間籌畫、收集資料、蒐證，因此，記者認為小報才是為讀者揭發社會真相、真正敢言的媒體。另一方面，記者與明星的互動關係是多種權力交織而成的動態協商，多數時間記者掌握了報導發展的詮釋空間，但是，佔上風的角色會隨著藝人實力產生變動。操作過程中，經紀人為了徹底保護明星形象，將明星視為必須保護的文化商品，控制了明星對外發言的權力，也拉開了明星和媒體的距離。面對小報新聞可能造成的傷害，通常經紀人會預先設定立場、準備模板答案，來維護明星聲望在小報文化的侵入下能順利運作。 / Taken the entertainment news of Next Magazine as the example, the main research frame is inspired by Critical Discourse Analysis. The study analyzed the text of Next Magazine from the roles of gender, the voices and the linguistic characters of news to clarify the production logic of Taiwanese tabloid news. Next, from the interviews of entertainers, agents /publicists and tabloid journalists, the study tried to figure out how celebrity news production and Star system work within tabloid culture. Who take the initiative of speech and utilize what kind of strategy to manipulate media relations. The study found that, the tabloid media has developed along a similar path even in different cultures around the world. By using similar manners of the arrangement of units, images and subjects, the tabloids unlimitedly enlarge the details of the gossip, scandals and sex affairs of entertainers; additionally, a colloquial description in a subjective and mocking way and plenty of pictures are utilized to give readers a feel of behind-the-scene and narrative to the entertainers’ news. Nowadays, tabloid journalists hold a positive attitude toward the manner of digging out newsworthy materials, which requires a long time planning, information-gathering and evidence-collecting. On the other hand, the interaction between journalists and entertainers is a dynamic negotiation established by a variety of powers. What’s more, the agent may regard stars as a cultural goods, then control the power of speech of stars in order to completely protect the media image of stars. At the same time, agents block the normal communication between stars and media. To prevent the harm caused by tabloid, the agents might pre-set position and answer the template answer to maintain the reputation of stars.