媒體面臨多元化、自由競爭的激烈挑戰，往往在ＭＢＡ參與經營（林添貴譯，2000）、市場導向的考量下（蘇鑰機，1997；McManus,1994），媒體會以廣告業績、發行量掛帥，而枉顧了新聞媒介的專業意理，以及媒介應有的社會責任，成為社會爭議的工具，也成為國家整體競爭力提升或沉淪的重要力量。 公開向社會大眾市場發行的各種視聽媒體，因為面臨市場慘烈的競爭壓力，對社會中堅份子普遍要求自律、社會責任的呼籲，回應似並不盡理想，公眾媒體的亂象於是更遭人詬病。 「企業雜誌」是企業文化的表徵，從「企業雜誌」是否可一窺企業在經營追求獲利之外，行有餘力，也會去關心周遭的環境與社會？並對周遭的環境保護、社會正義及人文理想等投入關懷，並盡一份心力？值得企業人及社會大眾重視，更值得傳播工作者關切。 從「企業雜誌」的內容、訴求及編排，是否也可反映出一些企業負責人的經營理念、組織文化與機構特徵？是否可以分析出企業對社會責任履行的標準？而「企業雜誌」有沒有一定的標準模式或典範？應可作為各家企業或傳播人士在投入「企業雜誌」編輯的參考。 本研究期盼經由《大同雜誌》月刊逾廿年的發展歷程，找出脈絡軌跡，找到可以為企業加分及社會加分雙贏的模式，並藉此一研究，喚起有關企業及傳播人士，對此一領域的重視。 / The media confronts intensive challenges from the open market. Under the partnership with MBAs (林添貴譯, 2000) and the consideration of market-driven (蘇鑰機, 1997; McManus,1994), the media puts the main focus on its publicity to increase sale and the circulation but neglects the professional ideology of news media and the social responsibility the media should have. The media has become the tool for controversies in the society and the primary influence on the overall competitiveness of a nation. Because of the intensive pressure of competition in the market, the mass media does not seem to be self-disciplined and socially responsible as the elites are supposed to be in the society. People are also disgusted of the chaos within the public media. Corporate magazines is the representation of the Corporate culture. Do the Corporate magazines show any sign that the business put in effort in caring about the surrounding environment and society besides pursuing benefits? Do they put in effort in environmental protection, social justice and cultural ideals? This is something on which the businessmen and the public should put emphasis and about which the media workers should concern. Do the content, pursuit and layout of the Corporate magazines reflect some of the executive ideals, organizational culture and corporal characteristics? Could we analyze the standard of a business toward performing social responsibility from them? Is there a certain standard format or paradigms for Corporate magazines? All of the above should be able to be a reference for individual business and media workers in editing Corporate magazines. From the twenty-year development of “Tatung monthly”, this study hopes to find the format that can improve both the business and the society. Moreover, this study hopes to bring this field to related business and media workers’ attention.

《臺灣婦人界》（1934-1939）為日治時期最具規模的女性雜誌，也是1930年代刊載最大量通俗小說的刊物。本論文以殖民現代性與女性經驗的交織為主軸，提出《臺灣婦人界》小說的後殖民閱讀。日治時期台灣女性最初的現代體驗，奠基於殖民現代性所帶來的教育機會與物質文明，一方面秉持啟蒙開化的信念給予女性前所未有的自由與選擇，另一方面則訴諸文明優劣程度築起一道文化同化的門檻。「世界」指新女性走出家屋展望世界的文本效應。女性透過教養、知識提升成為公領域典範的可能，以及不同族裔、背景的女性基於文明信念而想像出的共同體，是《臺灣婦人界》一再宣揚的普遍價值。「民俗」是與上述普遍性對照之下的差異性，信仰漢人宗教的女性成為奇觀的拼貼素材，也化身被排除的迷信舊慣。這些文化差異性復又受到「帝國」殖民同化計畫的整編與改造，其透過女性之於家庭與社會的角色，以日本現代文明與大和民族的優越位階，對不同出身、階級與族裔的差異主體實行精神統馭。 　　筆者從《臺灣婦人界》觀察到上述三個大方向，並參照史碧娃克（Gayatri Chakravorty Spivak）、霍米巴巴（Homi Bhabha）的後殖民觀點，進一步解析殖民現代性排除與整編的策略如何在小說中一一受到挑戰。被體制重重壓迫的底層女性身影解構了以自由主義理念為根基、中產階級身份為前提的文明女性想像。被現代理性準繩貶抑的民俗迷信拯救了台灣女性的主體分裂危機，證明原生文化始終是殖民現代性無法割除斬斷的一部份。混血的女性身體隱喻著台灣多層歷史與地緣脈絡的軌跡，那難以馴化的混雜性揭發了殖民改造計畫的破綻。本論文探討的包括黃寶桃、西川滿等已受學界所知的作家，以及陳華培、別所夏子等未曾受到討論的台日創作者，期能為這份議題性與份量兼具、卻幾乎未受到注意的史料梳理一個輪廓，揭示《臺灣婦人界》之於日治時期文學研究、女性史研究以及後殖民研究的價值。 / Taiwan Fujinkai (1934-1939) was the most influential women’s magazine in colonial Taiwan, on which women’s experience were closely interweaved with colonial modernity. For women in colonial Taiwan, the first experience of modernization was founded on the modern education and material environment by Japanese power, and thus contained double sides. One was the sense of liberation brought by the belief of enlightenment, another was the awareness of discrimination between the superior and the inferior. “The cosmopolitan” refers to an imagined community where women from all backgrounds can be canonized if they followed the universal route of modernization. Being a contrast of this universality, images of women in “the folklore” was represented as the backwardness eliminated from the modern society. In the civilizing mission of “the empire,” these eliminated cultures were assimilated into the imperial project again, which seek to rule and reform the colonized through the hand of civilized wives and mothers. With Gayatri Chakravorty Spivak and Homi Bhabha’s postcolonial concepts, this paper examines how Japan’s strategy of elimination and assimilation was challenged in the fictions in Taiwan Fujinkai. The subaltern women in the bottom of social system broke the liberalist imagination of women’s civilizing route. A ghost haunted in Taiwan women’s mind implied that the native folklore can be oppressed but never divisible. The mixed-blood woman’s body disclosed the invalidity of Japan’s attempt to discipline the hybridity of it colony. My discussion includes Huang Pao-tao, Nishikawa Mitsuru and other undiscovered texts. Probing into this important but rarely investigated magazine, I seek to uncover its value for the literature study, women’s study and postcolonial study in the field of Taiwan literature.

討論民國二十年九一八事變至民國二十六年七七事變期間輿論界對於中國政府處理中 日糾紛之反應，以東方雜誌、國聞週報、獨立評論三種刊物之言論來窺測一般民意之 趨向。 第一章緒論。說明撰寫本論文之動機、研究範圍與研究方法。 第二章三刊背景介紹。敘述三種刊物之創刊、主辦人及刊物之言論立場。 第三章三種刊物對九一八事變言論之分析。探討民國二十年東北九一八事變發生，至 民國廿一年國際聯盟李頓調查報告書發表後，三種刊物對於政府處理中日糾紛之意見 。 第四章三種刊物對一二八事變言論之分析。討論民國廿一年上海一二八事變發生後， 至上海停戰協定簽字期間，三種刊物對於政府對日政策之意見。 第五章三種刊物對華北危機期間言論之分析。探究民國廿二年熱河失守後，至民國廿 六年七七事變發生前，三種刊物對於政府對日政策之意見。 第六章結論。根據三、四、五章之言論分析，比較各時期不同刊物對政府對日政策之 態度，以及同一刊物在不同時期言論之轉變及其趨向，然後綜合說明輿論界之意見， 及其對政府政策之可能的影響力。

台灣是製造代工王國，在建立品牌上才剛起步。但是當競爭愈來愈激烈時，企業獲利受到壓縮，品牌即變得愈來愈重要。媒體是促進社會進步重要的一環，同時也是企業，也有必要藉由打造品牌而建立競爭優勢。媒體應如何打造品牌？為了有系統地了解媒體品牌的要素和建立的過程，我們有必要將品牌權益（brand equity）的理論和實務做些印證。 本研究採個案研究法，將品牌深受肯定的天下雜誌當作研究對象，探討如何找出最能有效解釋並引導企業建立品牌權益的理論模型，並探討品牌權益各變項中，哪些變項對媒體品牌最重要。研究發現Keller的「以顧客為基礎的品牌權益」模型(CBBE)，結構和邏輯非常清楚，探討的面向嚴密而完整，因而能有效解釋並引導企業建立品牌。 根據Keller的CBBE理論，建立一個強勢品牌需要進行四個步驟的工作：一是用品牌顯著性建立品牌認同，也就是讓消費者認識「你是誰」（Who Are You?）。二是創造品牌內涵，就是讓消費者知道「你有什麼內涵」(What Are You?)，其中分為品牌表現和品牌想像。三是引導消費者對品牌產生反應，知道「你有多優秀？」(What About You?)，分為消費者評價和感覺。四是建立合適的消費者和品牌的關係，創造品牌共鳴(Relationships: What About You and Me?)，這會表現在忠誠的行為、態度上的依賴、社群感和積極參與。 運用這個架構，可以很清楚地看出天下雜誌如何打造出強勢品牌。從清晰的品牌宗旨出發，天下雜誌以「具有人文關懷的財經雜誌」為特色，在建立品牌識別系統、創造品牌內涵上做的很紮實，不隨波逐流，堅持積極、前瞻、放眼天下的報導態度，走一條自己的路，結果順利引導消費者對品牌產生正面反應，不但消費者評價高，對品牌的感覺也很強烈，最後創造出高度品牌共鳴。 本研究也發現，品牌個性對媒體打造品牌很重要。天下雜誌具有「能力」和「真誠」的品牌個性，因而能有效吸引一群有理想性、熱愛學習的讀者和廣告客戶，形成具有歸屬感的社群，27年來持續發揮社會影響力。但面對網路2.0時代，讀者需要更多的參與，和更具創意的多元接觸，天下雜誌的品牌個性可能必須用不同的方式來詮釋和加強，例如在網站上設計更多活動，或嘗試邀請部落客進駐網站，帶動更多網友的參與和討論。甚至在網路上徵求讀者的意見，作為雜誌選擇報導議題的參考等。 / Being a kingdom of OEM for several decades, Taiwan has just begun to build its own brand. But as competition gets fierce and profits are squeezed, branding becomes more and more important for Taiwanese companies. Media industry, which is crucial in the advancement of society, has experienced severe revenue shrinkage in recent years, so branding has also become an imperative to increase its competitiveness. To find out how a media company could build up its brand, we need to consult major theories in brand equity and compare them with practices been taken in the industry. This research uses the technique of case-study analysis. Using the widely acclaimed CommonWealth Magazine as the case to be studied, it is aimed at finding out the most suitable brand equity model to explain how a strong media brand is built, and what variables are most important in this process. We found that the Customer Based Brand Equity Model (CBBE) by Kevin Keller can best explain the way to build a strong brand, because it is solid and logical in its structure, and is comprehensive in the aspects it covers. According to the CBBE model, there are four steps in building a brand: 1. Ensure identification of the brand with customers, and let customers know “Who are you?” 2. Firmly establish the totality of brand meaning in the minds of customers, and let customers know “What are you?” 3. Elicit the proper customer responses to this brand identification and brand meaning, and let customers know “What about you?” 4. Convert brand response to create an intense, active loyalty relationship between customers and the brand, and let customers know “What about you and me?” Using this model as a reference, we can see clearly how CommonWealth Magazine has developed a strong brand. Ever since its establishment, CommonWealth has strived to create a business magazine with a spirit of humanity. The name “CommonWealth” represents its mission to make a better society. It has been very mindful in building its brand identity and brand meaning, insisting on a positive, outward looking and forward looking approach, and has thus created positive brand response and high loyalty from its readers. This research also finds that brand personality plays an important role in brand building. With a perceived personality of competence and sincerity, CommonWealth has successfully attracted a large readership characteristic of being idealistic and always eager to learn. A community of loyal readers and long-time advertisement clients has thus been formed over the past 27 years, supporting CommonWealth to become one of the most influential magazines in Taiwan. But with the advent of Web 2.0, people are requiring more interaction with media and are looking for creative and diversified media contacts. Therefore CommonWealth Magazine needs to interpret its brand personality in a different way, such as providing more on-line activities, openly soliciting story ideas from readers, or inviting bloggers to write on its website, so as to involve and engage more readers.