Children use Internet for many reasons, such as playing on-line games, searching for information, downloading music and videos or doing homework. However, there is one interesting tendency that Internet has changed the boundary between the sender and the receiver. Children in this Internet age, they change their roles to become content providers. While they are blogging or uploading photos, they are processing “I media”. In the past, children invite their friends to their bedroom. They talk the secrets or playing games while they are in a parenting area. Today, ‘bedroom’ and ‘digital bedroom’ can be combined. Staying at home, and not going out, but by surfing the (world) of the web, both boys and girls of different ages are engaging in a kind of domestic or bedroom culture that take place in virtual space. In this study, children’s personal weblog may be seen as ‘heterotopias’, Michel Foucault (1986) proposed. This research concerned about children's use of blogs in their everyday life, attempted to learn children's digital bedroom culture through the analyses of all kinds of documents presented in children’s blogs, and to know how children gain identity through blogs.

本研究援引Bourdieu的文化中介者及其資本概念，探討傳統時尚雜誌、時尚部落客，以及原生資訊網站編輯的競逐關係。三種媒介無不利用自身資本傳播時尚訊息，並爭奪時尚的詮釋權。此角力過程改變了文化中介者的內涵，同時讓時尚話語呈現多元發展。 研究者以2013年時尚圈掀起的「花朵浪潮」為例，檢視《VOGUE》美國版至台灣版（包含紙本雜誌與網站），以及其他時尚網站對此流行的報導做個案分析，歸納大眾媒體建構時尚的基本模式，做為後續參考標準。接著探究流行變遷理論與傳統時尚核心角色，了解在數位時代之前時尚話語的流動。另外，爬梳新型文化中介者－時尚部落客與網站時尚編輯的相關研究，歸納其獲取資本之策略與現行運作模式等。 與八位時尚文化中介者訪談後發現，在時尚多元化的背景下，雜誌內的文化中介者並不認為部落客與自己處於相同的時尚位階，但為維持雜誌的話語權，他們一方面鞏固傳統守門人之權威，二方面則透過編輯部落客化等策略，向線上社群靠攏。而部落客的轉譯策略則是以個人魅力為核心，並致力於自身象徵資本的累積，透過品味傳遞與強化使資本不斷增加，成為影響力足以與雜誌抗衡的意見領袖。在此資本轉換的循環過程中，由於部落客的籌碼、品味不盡相同，因此獲得的時尚話語權、詮釋權也會出現地區型、全球型之別。最後，網站編輯以多元品味出發，藉由突出的資訊能力與社群互動良好，同時，亦能開發經紀人等新的中介模式，不僅替網站爭取到時尚話語權，也使文化中介者的內涵產生新的意義。

隨著網際網路的盛行，網路不但改變一般人的資訊收集方式、訊息閱讀方式、交友方式、娛樂方式，也影響企業研究顧客需要、銷售商品、打造品牌、服務客戶的方式。過去依靠讀者閱讀所帶來的發行收入，及廣告收入所創造營收的報紙、雜誌平面媒體，現在卻因為發行收入的減少，及廣告收入的滑落，而面臨了有史以來最嚴峻的挑戰。如果平面媒體因應大勢所趨轉型為數位媒體，應該採取哪種轉型策略模式？ 本研究採文獻分析、觀察研究、專家深度訪談，及個案分析法，針對目前平面媒體轉型為數位媒體的策略模式，及美國Advertising Age與 AD WEEK這兩本行銷傳播專業雜誌，轉型為數位媒體的策略模式研究結論如下： 一、平面媒體轉型為數位媒體的三種轉型策略模式中，目前運用「產品延伸變革型」的最多，運用「市場開發變革型」、「多角整合變革型」的較少。 二、把原先平面的內容，移到數位媒體上的「產品延伸變革型」，是種比較安全，也很容易在激烈媒體競爭中，被各式各樣對手所取代的模式。 三、「市場開發變革型」是以網路閱讀者為主要對象，完全以網路為工具提供的服務，所開發出的模式。這種模式除了服務原有的顧客，也可能創造原來不是顧客的顧客而開創新市場。這種轉型模式雖有風險，美國幾家服務青少年的雜誌媒體經營者在衡量得失後，仍大膽採行這種模式。 四、在數位媒體上整合各種服務，提供讀者一指搞定所有需求的「多角整合變革型」模式，除了提供資訊服務，也整合目標對象的其他需求，一次完整提供。換句話說，過去平面媒體是把資訊印在紙上傳送給讀者，未來應該是透過更有效率、又互動的媒體工具，把讀者所需的各種服務傳送到讀者眼前，幫助讀者在工作上、生活上更成功。這種模式大部分是先建構一個平台，並結合同業、異業夥伴，甚至讓過去只是被動接收訊息的讀者，現在也参與一起創造內容。這種轉型模式由於收入多元化，成功機率也較高。 五、許多平面媒體在面對網路時代的衝擊，在轉型過程中，大多會先採取安全保險的做法，運用「產品延伸變革」轉型策略模式。也有的在觀察一段時間後，慢慢摸索朝「市場開發變革」模式、「多角整合變革」模式發展。但是現階段已有越來越多的平面媒體，在轉型初期就立即採取市場開發變革模式、多角整合變革模式，搶佔市場先機。而許多平面媒體與數位媒體的關係，一開始是平面為主附加數位媒體，接著是虛實共生，部分媒體是從平面換手由數位媒體接續經營。 關鍵字：平面媒體、數位媒體、轉型策略模式 / As use of the Internet has become more popular, it has not only changed the way people gather information, read messages, meet new friends and entertain each other; it has also changed the way companies carry out market researches on their customers, sell products, create brands and service their clients. In the past, newspaper and other print media have relied heavily on the revenues generated by publishing and advertising -. Revenues have now dropped dramatically, and the print media are facing their biggest challenge yet. Therefore the question has become obvious; if the print media are to keep up with the trends to evolve to digital, what strategic solution should they adapt? In finding a solution to this problem, this study uses the technique of case-study analysis of two American marketing and advertising magazines (Advertising Age and AD WEEK) to understand the strategies involved in their decision-making to evolve into the digital media. The findings are listed below: 1.Of the three ways of evolving into a digital medium, the product-extension transformation strategy model is the most commonly used, while market exploration and the diversified-integration transformation strategy models are less commonly used. 2. Shifting content into digital media from print. This product-extension transformation strategy model is a safer way, yet it cannot breach boundaries and can be easily wiped out from the market by a wide variety of competitors. (In the Internet age there are no differences between print and digital media.) 3. Market exploration focuses on Internet readers as their target group. This is purely a solution based on providing services using the Internet as a tool. In this way, besides providing services to customers, it is possible to create a new market for those who are not existing customers. Although risks are involved in this solution, some companies in the US that target teen-agers have gone this way after evaluating their situation. In combining all kinds of services, and offering to help their readers to solve all their need with the click of a mouse, the diversified-integration transformation strategy model not only offers information but also loops in target audiences' other needs, to provide a one-stop-shopping solution. For most of the companies that operate under this concept, they have created a platform and work together with other companies and even their readers could create contents. As their services are charged through different channels, this has a higher rate of success. Faced with the impact of ‘Internet Age’, many print media are taking the safest way to evolve into the digital media and choosing the product-extension transformation strategy model. While some others have decided to gradually ease their way toward a market development-transformation strategy model or a diversified-integration transformation strategy model. But more and more print media have decided to put their efforts into the market-development transformation strategy model and the diversified-integration transformation strategy model in the process of evolving into digital media. This puts them in the right spot in the market and protects them from the fate of elimination. The connections between many print media and digital media have changed from focusing on the print sector accompanied by digital means to both equally important. For some media, they have converted completely to the digital media. Key words: printed media, digital media, transforms strategy model

本研究以Ha & McCann(2008)從資訊環境、廣告操縱和思考出發點等差異所提出的整合性分析架構，以及Dentsu(2006)提出媒體企畫從AIDMA模式轉化為AISAS的論點，探討新科技環境帶來媒體企畫思維和架構改變的同時，國內媒體代理商如何為廣告主擬定媒體企畫？策略為何？影響因素為何？又如何在資源有限又須更有效地觸達日趨複雜的消費者前提下，認知行銷環境上的變化？本文研究對象為台灣地區綜合媒體代理商之資深媒體企畫、購買及研究人員，主要採取量化的問卷調查，並以質性研究之深度訪談做為輔助。問卷調查採分層方式進行樣本配置，共發出102份問卷，回收101份，回收率為99%。統計分析方式包括描述性次數分配、T檢定、因素分析、相關分析和迴歸分析。 研究發現主要包括以下四個部分： 1.媒體企畫思維將轉向為以「電視」為主的傳統媒體，和以「網路」為主的新媒體之「雙核心」式的跨媒體企畫思維。 2.數位時代的廣告媒體企畫不以單一媒體為企畫重心。傳播媒體必須能與其他媒體有效整合，或擁有獨特傳播功能，才能保有優勢。 3.關於媒體企畫所需求的測量指標，仍以與廣告曝光相關的量化指標需求度較高，但需加上消費者對廣告活動的回饋情形，才能完整瞭解廣告效果。 4.媒體代理商仍傾向以透過媒體虛擬形塑出的集體社群進行傳播，並引導社群間的互動、分享，以及消費者對廣告活動的涉入。媒體代理商所需求的消費者資訊仍以集體社群為主，而非個人化的資訊尋求行為。 / The media scenario has become so complex that the information for media selection and planning is specific to the target, for a sophisticated segmentation of the media in relation to a segmented target, a specific combination, distribution and designing of advertisements in the media. This study explores how media agencies frame media planning packages for advertisers in the new era, changing media planning and implementation due to the new technology environment. It examines what are the influencing factors for media planning and buying agencies’ strategy. How do they cognize the change of marketing environment with the premise of limited resources and the necessity of effectively reaching increasingly complex consumers? The study is based on two theoretical contentions. One is an integrated model that Ha & McCann (2008) raised from the divergence of information processing, consumer or advertiser control, and media or consumer-centered strategies. The other that Dentsu (2006) raised is media planning has changed from AIDMA model to AISAS model. Subjects of the thesis consisted of senior media planners, buyers, and researchers of media agencies. The study adopts mainly quantifiable investigation and qualitative in-depth interviews as an auxiliary source. The sampling for quantifiable investigation adopts stratified sampling. The study was sent out to 102 respondents in total and received 101 returns; the response rate is 99%. The main findings are as follows: 1.Media buyers will change their planning and designing due to various reasons when making media mix decision. Television remains a significant medium for integrated communication, while the internet can be a first communication strategy to reach alternative audiences. 2.While emphasis on different audiences in the digital era, media planners tend to focus on multimedia strategies. For traditional media, it can remain advantageous position if the planners integrated effectively with new media with different effects. 3.Media planners tend to use quantifiable advertisement criteria as measurement before they make decisions. They also use various consumer service feedback to create advertisement campaigns for help understand whole advertising effect. The quantitative and iterative nature of media planning makes it an attractive tool for media planning. 4.Media agencies still tend to conduct interviews and collect information from wide variety of community groups. The growing trend of interactive media needs to engage with community groups for further information for interactive marketing strategies.

本論文主要從敘事與媒體互動的角度出發，主張媒體本身的內在特性會型塑敘事的形式，進而影響了某些類型的意義被製碼。在此研究立場之下，本論文觀察當今由各大報所推出的電子報，發現這些電子報忽略了網路媒體為敘事所提供的新表意潛能，僅把網路媒體當成最新的傳送通道，在既有的新聞敘事上未帶來更新的突破，僅用網路媒體的新瓶子裝上既有新聞的舊酒。 本論文為了能夠探索出網路媒體究竟為新聞敘事帶來哪些新可能，乃選擇回到既有敘事結構理論作考察，發現其傳承自結構主義之「故事」與「論述」二分的敘事結構，並無法回應媒體特性所帶來的變化，基本上還是將媒體特性排除在該普遍架構之外。而本論文則轉從敘事與媒體關係之研究取徑爬梳相關論點，希冀能為既有的（新聞）敘事結構注入活水，將媒體特性的表意動能納入其中，因而展開了理論建構之途徑，以提出一個能將媒體特性表意潛能考慮在內之新敘事結構。 仔細斟酌敘事理論相關文獻後，本論文認為在將敘事分為故事內容與論述表達方式二項要素中，仍可再將故事內容分成二部份，一部份是由事件與行動所組成的「情節」（plot），屬於動態部份，相對於由角色和場景所構成的存在狀態，應該比較會受到其所使用媒體特性之影響。當使用不同媒體進行說故事時，情節部份的內容就會隨媒體的表意特性而有所變化。至於由角色或場景所組成的存在條件，則是不論用什麼媒體傳達都不變，此時也才能被辨識出該故事的原型。本論文因而以情節作為觀察故事內容如何受媒體特性影響的敘事單位。接著再討論，若欲使網路的媒體特性對說新聞故事發揮表意潛能，那麼可從情節之組織結構與發聲位置著手，看網路媒體在這二項敘事要素上各提供了什麼新可能。透過理論建構，本論文提出在情節的組織結構上，網路的超文本特性已帶來了不同的故事結構，可讓故事有不同的走向；而在情節的發聲位置上，網路的互動特性也可為敘述者與敘述對象帶來新關係，進而影響了文本的聲音。本論文就根據這樣的新敘事結構，拿實際的新聞故事為案例，模擬新故事可能之敘事形式，以期達成帶來能發揮網路媒體特性的新聞。 當本論文從新敘事結構出發，對某一新聞故事進行操弄之後發現，一方面可再豐富與細緻化之前提出的網路新聞敘事理論架構，另一方面也回過頭來討論傳統奠基在新聞敘事結構之合理與實踐性，進而開啟在多媒體時代中適用的相關討論。 整體而言，本論文不但試著伸展可反應媒體特性之敘事結構理論，為數位時代中的故事帶來新觀點，以深化目前敘事相關的理論與概念；另一方面，在實務上，本論文則試圖從操弄網路媒體表意特性著手，開啟未來說故事之實務改變的可能、理由與作法。