1996年來，《紐約時報》緊跟數位科技發展，跨媒體經營網站，其內部新聞室也出現轉折，以產製數位新聞目標，逐步調整新聞產製的內容與方式。本研究從新聞產製取徑出發，分析《紐約時報》自1996年到2016年間的新聞室數位化轉型歷程，剖析產製數位新聞與工作常規轉變之間的關聯性。經文獻回顧所整理的分析架構，將研究個案的分三階段探討：第一階段變革（1996-1999）、第二階段變革（2000-2007）、第三階段變革（2008-2016），文獻分析法，系統性地整理現有歷史資料，剖析研究個案在不同階段的轉型歷程。 研究發現，《紐約時報》在各階段數位科技發展中從未缺席，甚至積極擁抱改變，拋棄過往歷經百年的印刷報紙產製流程，以求市場領先地位。其歷年來的數位新聞服務多元，儘管過程中有些服務宣告失敗，但經營者與高層主管總有獨到見解，積極投入資源，內部新聞從業人員也總能快速因應，不斷招募新的數位科技人才，設立新職務，打造不同以往的新聞產製流程與工作常規。相較於過去，《紐約時報》網站與報紙新聞室之間的關係已經反客為主，從「網路優先」概念進展到「行動優先」，並持續在新聞室中拓展不一樣的新聞工作常規和產製流程，為《紐約時報》新聞室數位化轉型，埋下成功的因子。 / Today, journalists across the organization are hungry to bring about change while facing a vital moment where digitalization has pushed the entire newspaper industry to accelerate transformation. In the past few years, The New York Times, as a pioneer of the American newspaper industry, has tried to change news routines and produce progress that takes advantage of today’s changing media landscape. In light of the importance of digitalization, this case study takes a historical approach to analyze the digitalization of The New York Times newsroom from 1996 to 2016, as well as other endeavors, in order to provide a framework of the newspaper’s news routines during the digitalization era. The analysis framework is composed into three periods of time: 1996-1999, 2000-2007, and 2008-2016. This study concludes that as The New York Times is uniquely well-positioned to transform itself quickly, it buried the traditional news routines of print newspaper and moved forward to make digital progress as soon as possible. Their digital-first strategy is still ongoing, and, as a result, this report shows that The New York Times has played a vital role in a changing world and has brought about different types of digital progress.

本論文旨在經由新聞組織常規與記者專業性兩個面向，來探討置入性行銷對電視新聞的影響。其研究問題有四：（一）了解電視新聞置入性行銷的樣貌；（二）探討置入性行銷對電視新聞常規的影響；（三）探討置入性行銷對記者專業性的影響；（四）探索廣告主導向新聞的內涵為何？ 本研究以質性深度訪談三十位電視新聞工作者，有以下幾項發現：（一）電視新聞的置入性行銷應重新予以定義，其內涵應包括直接付費的專案新聞，及不直接付費的業配新聞，它們都是以服務廣告主為目的而產製的新聞。（二）自2003年起政府將置入性行銷納入公開招標項目中後，已使電視新聞組織內逐漸建制了一種產製置入性新聞的常規，它與生產一般新聞的常規有所不同，宛如一個新聞工廠卻開闢了兩條生產線，用不同的邏輯來生產不同的新聞產品。研究顯示，這種常規使組織內得以藉此分享如何產製置入性新聞的知識。同時，也使得原來在組織中不被認可的價值，藉此取得合理與合法的地位。（三）置入性行銷雖然對記者的專業性認知影響至鉅，但也並非全然悲觀。在產製置入性新聞的過程，記者會呈現出四種不同的自主模式，以協商的方式從廣告主手中爭取更多自主空間；然而，研究也發現，在公共服務的認知上，記者往往會採取自我審查的方式，淡化有爭議的訊息，或用「新聞點」的角度來合理化自己的採訪。（四）本研究進一步提出置入性新聞是一種「廣告主導向」新聞。在台灣的電視新聞界目前正同時生產三種不同價值、不同目的、不同導向的新聞，它們分別是：公共利益導向、市場導向、及廣告主導向。 儘管如此，本研究仍然主張：置入性行銷使得媒體監督的對象可以出錢來影響新聞，而新聞所傳達的資訊摻雜了包裝精良的「廣告」，最終新聞作為一種「信任貨幣」的價值盡失，媒體守望監督的功能也跛了腳，其後果不單是對新聞界的衝擊，對社會整體的負面效果更是全面的。 / Product placement has been used in TV news production since 2000 in Taiwan. It raises an ethical discussion about whether journalism serves public or business interests. This study examines the use of product placement in TV journalism and its impact on TV news routine and professionalism. By using qualitative and quantative methods, this study found the traditional definition of product placement which is used in the marketing field is not suitable for Taiwan’s news placement. The definition of news placement should include “project news placement” and “service news placement”. When the advertisers pay directly for news placement, this is called “project news placement”; on the other hand, when the advertisers pay indirectly and possibly with a promise of future rewards or benefits for the TV news organization, this is called “service news placement”. This study found the production of this kind of paid news has become routinized . It seems like there are two assembly lines in a news factory: one for producing regular news and the other for producing paid news. Through this routinized process, journalists learn how to deal with this kind of news; in other words, the routine provide the mechanism to share the knowledge of producing paid news and also makes this kind of news legitimate in the news organization. The results of this study also show the impact of product placement on the journalists’ perception of their professionalism. Although most TV journalists admit their autonomy has been limited due to control from advertisers who pay for the news, they still perceive they can have different autonomy models: negotiation, domination, accommodation, and carelessness. However, the perception of serving the public for journalists is quite limited. This study found that journalists focused on newsworthiness instead of public service when they were doing news placement, and journalists employ self-censorship when they are doing this paid news. Many respondents admitted they did not criticize the advertisers who pay money for reporting. This kind of news is not serving the public but just serving business. This study suggests it should be called “advertiser oriented news”. In Taiwan, the TV news factory does produces three different kinds of news, which include public oriented, market driven, and advertiser oriented. However advertiser oriented news can be seen daily, this study concluded that unless journalists are able to report independently the audience cannot expect the news to fulfill public service. Any media organization that accepts news placement will gain profit but lose credibility in return.

本研究旨在探討新聞風格的內涵，並建構新聞風格之初步分析架構。研究者從風格內涵出發，統整各領域相關文獻，發現風格之意代表某種獨特特徵，係個人或團體在常規範圍內選擇之結果，因而可定義為「個人或團體在特定情境下所做或說某件事時，配合其內容而在語言或特定行事規則限制範圍內，所進行的選擇與組織，並於呈現方法上產生之獨特之處」。 從風格概念出發，研究者發現新聞風格實承襲風格之獨特特徵意涵，並在新聞媒體之組織文化特色影響下，調整和修正存在於組織及語言層面之新聞界整體工作常規，因而形成其獨特新聞風格。 本研究的研究問題為「個別新聞媒體在其組織文化影響下，組織常規以及語言常規是否仍具獨特特徵」。本研究以《綜合月刊》為個案研究對象，針對十六位曾任職該刊主編與編輯職務者深入訪談，試圖了解其新聞組織文化、新聞組織常規以及新聞語言常規之獨特特徵。 資料分析發現，《綜合月刊》之組織文化受創辦人張任飛與各任主編影響甚鉅。張任飛當時兼任發行人，創立初期組織與語言常規影響組織文化最為深遠。各時期主編因應社會及新聞產業情境變化，亦發揮深淺不一之影響，然皆未悖離《綜合月刊》初期組織文化內涵中有關新聞專業素養的理念。此外，早期主編與張任飛理念接近，扮演傳遞與維繫組織文化之重要角色，後期主編與張氏理念時有差異，《綜合月刊》的組織文化內涵也因而隨之轉變。 由此，本研究認為，新聞媒體之新聞風格來自特定情境背景（含社會文化情境與新聞行業常規）下，受組織文化影響而在工作常規（即組織與語言常規）方面展現之獨特特徵。