客家電視台是台灣第一個以族群文化為主體的電視頻道，客家電視台節目在客家文化內涵上的表現，對於客家族群文化的發展、觀者的判斷以及整個文化社會的動態發展來說，更有著莫大的影響力。有鑑於此，本研究運用修正式德非法，進行客家電視台非新聞性節目呈現客家文化內涵指標之建構，並利用統計分析方法歸納出指標整體面向，而後邀請專家學者輔以深度訪談，以提出客家電視台於節目呈現上之建議。期望本研究所得之結果，可以提供未來客家電視節目製作之參考，在收視率數字的檢視之外，作為評估客家電視台節目對於客家文化的價值與意義之思考。 / This study aims to explore the prospects of context of Hakka TV programs. Hakka TV is the first channel which takes ethical culture as subject. The cultural implications of Hakka TV programs, therefore, have enormous influences on the development of Hakka culture, the cultural judgment of audience, and the dynamics of society. However, compared with audience rating, the value and meaning of Hakka TV programs are still under-examined. For this purpose, in this study Modified Delphi Method and in-depth interview with related experts were conducted in order to construct factors and indices of Hakka cultural implications. The construction is based on non-news programs of Hakka TV for prospective programs production.

多元文化是目前社會的主流價值，事實上，每個文化都有其優勢，在不同時代都可以有貢獻。但族群文化常在傳播過程中出現矛盾與爭議，本研究試圖從文化傳播的觀點，找出製作族群電視台節目時，應掌握的原則和精神，並以原住民電視台為例，探討不同文化間如何有效的溝通。 本論文主要是以漢文化和原民文化為主，並透過社會學、人類學和文化傳播等文獻探討進行理論上的對話；同時，也探討原民文化重要的核心價值與內涵，期盼在文化傳播時能達到最佳效果。本研究採社會科學中的質性研究法，以深度訪談與焦點團體進行資料蒐集、分析與討論。 研究發現，在文化傳播歷程中族群電視台會遭遇下列幾種困難：閱聽人期待不同、文化節目製作團隊素質要高、族語和文字保留不易、文化衝突降低傳播效果、族群捍衛文化產生防衛心；但透過幽默、靠近、善用刻板印象、建立顧問團隊和政府刻意的協助，能突破困難，讓不同文化有良性溝通；除此之外，本研究也發現，族群文化反而可以為主流文化的瓶頸找一條出路，例如原住民文化中對大自然的尊重、部落意識、樂舞教導、和自然幽默的性格，與目前的全球思維等議題有密切關聯。 最後本研究提出三點建議：建議政府籌備第二台原住民電視台、主動培訓原住民傳播人才、學術界的文化學者應積極投入族群文化節目之製作團隊。筆者相信，如此必能提升文化傳播的效益，也能使多元文化的普世價值得到彰顯。 / Multi-culture is the mainstream in nowadays. Actually, each culture has its own advantages. There are conflicts and disputes of tribal culture in the communication process. This research aims the principles and the spirits of producing tribal television programs in the point of interculture communication. Taiwan Indigenous Television is taken as the example to discuss how to communicate effectively among different cultures. This research focuses on the Han culture and aboriginal culture and studies the theory through the documents of sociology, anthropology and interculture communication. At the same time, it also studies the core values and intensions of aboriginal culture. This research, gathering, analyzing, and discussing the data by deeply-interview and focus groups interview, takes the qualitative methods of sociology. The research finds out that tribal television stations may encounter the following problems: the different expect from audience, the quality of tribal television program producing team, the keep of the provin- cial speech and words, the ineffective communication results due to conflicts between different cultures, and the defend of indigenous people for their own culture. However, the problems would be solved by the help of humor, touching, breaking stereotypes, building consulting team, and the assistance from the government. The study also finds that tribal cultures may provide the solution for mainstream culture which is under the limits by itself. The advantages of aboriginal culture are the respect of the environment, tribal recognition, the teaching of music and dance, and the humor. They all are closely related to the global issues. There are three suggestions in the research. First, the government should plan to establish the second indigenous television station. Second, We should actively train indigenous media experts. Third, the scholars in the culture academic circle should eagerly involve producing tribal television programs. It is convinced that by doing so, the culture communication would be more effective, and the society would emphasize on multi-culture value much more.

對電視台來說，擁有讓觀眾易於區分的品牌個性和風格是提高收視率的要素之一。因為，只有突出獨特的風格和打造品牌形象，方能形成影響力。簡而言之，品牌能簡化觀眾選台的決策過程，一旦該台成為觀眾腦海裡的選擇，就能讓他們在不需要花費太多時間與精力的條件下進行收視行為。基本上，品牌的塑造有賴於電視台全體台前幕後的員工，透過每一個環節和時段把品牌訊息和價值傳遞給觀眾，故品牌內部行銷的實施影響了電視台品牌深化和內化的成敗，也是員工能否掌握正確和全面的品牌訊息和理念的先決條件。 本研究旨在探討電視台品牌內部行銷的指標要件，從文獻中發展出八大構面作為評定品牌內部行銷的衡量指標，採用修正式德菲法作為研究方法，結合廣播電視領域、傳播管理與企業管理領域、品牌行銷和公關廣告領域專家學者之豐富意見與專業知識，萃取出適合電視台品牌內部行銷的指標要件，供產學界和後續相關研究作為參考。研究發現，衡量品牌績效作為獎賞依據是電視公司在施行品牌內部行銷時最重要的要件。指標方面，即「訂定出明確、清晰易懂的品牌願景」、「各部門同事間相互共同合作以完成工作」、「鼓勵員工發揮品牌創意和主動性」、「讓員工清楚知道品牌績效衡量項目」、「提供個人獎勵（如財務獎勵、正式場合公開表揚、職務升遷）」和「確保員工真正認可企業品牌的精神與承諾」這六項是品牌內部行銷最重要的項目。 / As a TV station, one of the elements to raising the ratings is to shaping the brand personality and style and allows the audience to distinguish the differences. This is because only the unique brand style and image can form the influence. In short, brand can simplify the decision-making process while audience selecting a TV channel. Once the TV station becomes the first choice in their mind, this can let them spend less time and energy searching the channel for deciding which channel they want to watch. Basically, branding depends on the employees no matter what are their positions, front stage or back stage. The brand message and brand value through every segment and time transmitted to the audience. Therefore, the success of TV station internal branding influenced by the implementation of brand internal marketing. This is a prerequisite for employees to hold the brand message properly and completely. This research aimed to explore the requirements of brand internal marketing. After developed eights dimensions for evaluation indexes from the literature review, this research applied with the Modified Delphi Method, collected the opinion from the experts and scholars from the field of radio and television, media management, business management, branding, public relationship and advertising, extract the indicators based on the result analysis and finally provided the findings to the industry and academia as a reference. The results showed that the most important dimensions of brand internal marketing for TV station is measure the brand performance as a reward basis. For the main indicators, “Set a clear and understandable brand vision”, “Colleagues from various departments work together to complete the task”, “Encourage employees to be creative and initiative in branding”, “Let employees know the measurement indicator of brand performance”, “Provide personal incentives (such as financial incentives, public recognition in formal occasions, job promotion)” and “Ensure employees recognize the brand spirit and brand commitment”, six indicators above are the most important indicators in brand internal marketing for TV station.

冷戰結束後，中國在政治、經濟、軍事、文化等面向均有大幅度的成長，國力的增強以及國際地位的提高，引發既有強權與大國的疑慮和不安，有關「中國威脅論」的論調層出不窮。國家形象的好壞，影響一國的前途與發展，以胡錦濤為領導核心的中國，將國際形象定位在「負責任的泱泱大國」、「和平發展的後興大國」和「建構和諧世界的重要推手」三個面向著手努力。 然而，國際民調機構數據顯示，中國訴求的國家形象與國際社會眼中實際的中國形象，仍帶有認知上的差距。造成兩者形象認知不和諧的原因，包括黑心商品氾濫、新聞自由度低、不和諧的威權國家和國際傳播力度不足。中國期望的國際形象與實際國際觀感不符，面對此困境，中國在傳播媒體上制訂了「自建渠道走出去」、「借力使力走進去」和「先發制人」三大策略。在策略面下，本研究以極具代表性的官方電視媒體－中國中央電視台為例，探討中國在實質面上的傳播手段。

無線電視自1930年代開播以來，不斷影響著人類的生活方式及生活作息，且成為每一個家庭必備的娛樂及資訊來源，漸漸的成為生活中的必需品。台灣自從1962年教育實驗電台開播以後，無線電視一直在媒體產業占有重要地位。但電波稀有價值的觀點，造成台灣無線電視產業發展過程中的政治介入與差別管制，導致媒體開放與數位匯流促使各種媒體百花齊放的同時，無線電視卻在逐漸退色。 在數位匯流的時代下，電視媒體、網際網路與電信三大領域在網路頻寬提升及影音壓縮技術發展成熟下，使得通路及服務可以跨界服務，現今最為明顯的例子是網路及電信的業者都可以提供電視收看服務。在面對無可避免的數位發展趨勢，各媒體組織的管理與經營自然受到影響與衝擊，無線電視媒體如何因應與整合此一匯流趨勢，乃是產官學界各方均相當關注的議題。 因此無線電視台必須透過五力競爭分析了解整體產業中，最佳產業市場地位及可發展的競爭策略，以鞏固長期經營的競爭優勢，以及相對應戰略；透過價值鏈分析可了解整體產業中，促成優勢的鏈結點，該環節也成為業界最想控制的目標，也成為競爭活動最頻繁之處。並思考無線電視台在數位匯流的時代使用何種的競爭策略、行銷策略，除能讓數位影音內容服務多元平台播出外，需要再進一步分析無線電視台現有的核心資源及核心專長，整理歸納出數位匯流時代的無線電視台需具有的競爭優勢。 本研究以個案電視台為例，以波特的五力競爭分析、價值鏈分析，加上市場區隔、產品生命週期分析，統整歸納出數位匯流下無線電視台的競爭策略與行銷策略建議。

基於保障少數族群傳播權益的理念下，全球第一家客家電視台於2003年七月一日成立後，經一年半的歷程中，有需要了解到底哪樣的人在收看客家電視？本研究旨在利用收視率的分析，勾勒客家電視台核心觀眾輪廓並探其變化。 本研究的主要目的 （一）依據特定人口學變項,勾勒客家電視台核心觀眾的基本輪廓。 （二）分析客家電視台核心觀眾在六季、週間、假日收視行為變化。 （三）以戲劇、綜藝、新聞類核心節目中，針對觀眾收視行為分析。 研究結果發現 1.客家電視台在整體收視以及六季收視變化，呈現出一樣的核心觀眾輪廓：「男性50歲以上」，「小學或以下」、「退休或無業」、「桃竹苗地區」、「常說客語族群」。 2.客家電視台週間假日收視情形，男性收視略優於女性收視率，女性在週間晚間八點到十點間收視率為一天之最，週間假日以50歲以上為主要收視群，其次為35-49歲的觀眾。 3.週間假日觀眾教育程度幾乎落在小學以下有較高的收視率，其次是國/初中，「工作狀況」來區分觀眾收視率情形，以無業退休較居高，家庭主婦其次。 4. 週間假日觀眾收視差異：假日時段整體收視表現較週間高，平均假日收視率是週間兩倍。收視波段在週間呈現多段的收視高峰，而在假日則是明顯以早、中、晚三波段的收視高峰呈現。 5. 週間假日觀眾收視差異：假日早上高峰時段，皆較週間往後推移一個小時，週間晚間收視高峰可以持續到晚上11點，而假日收視高峰在9點以後急速下降。 6.在核心節目觀眾的性別輪廓，戲劇類的「油桐花之戀」節目，較受女性觀眾青睞，綜藝類「鬧熱打擂台」、新聞類節目「非常短評」的收視觀眾性別，男性高於女性收視率。 7.在核心節目觀眾的年齡輪廓，戲劇類的「油桐花之戀」有年輕化趨勢，35-49歲女性人口收視率具可塑性。綜藝節目「鬧熱打擂台」、新聞類節目「非常短評」觀眾的年齡落在50歲以上男性女性為主要觀眾。 8.在核心節目觀眾的教育程度，新聞類節目「非常短評」以大專以上人口收視為多，綜藝類「鬧熱打擂台」、戲劇節目「油桐花之戀」的觀眾以小學以下和國初中為主要收視群。 / In compliance with the ideal as to safeguard the broadcasting rights for the ethnic minorities in Taiwan, a Hakka TV station, the first of its kind in the world, was founded on July 1, 2003. Since its inception one and a half year ago, however, people know little about the majority of its audience and whether its programs have met the requirements of Hakka community. This study has, through analysis of rating and reception quality, come up with a profile of Hakka TV station’s core audience as well as its audience flow. Upon comparison with that of the target audience, the data has provided Hakka TV station a vaulable reference tool for improvement in its future program productions. This study has managed to : 1.Work out a profile of the core audience of Hakka TV station. 2.Define how the profile of core audience of Hakka TV station changes with viewing time (segments of the day, seasons of the year, etc.) Discussions on the difference between them and audience flow have also been held. 3.Analyze the profile of core audience of the most popular programs in each season. Explore their difference as well as audience flow. Analysis was done through discussion on varied theories, documents and academic works , supplemented by data and information gathered from Hakka TV station itself. The secondary analysis was based on rating surveys by some broadcaster groups and on reception quality surveys conducted by market survey companies in their hometowns. These survey shows that the core audience of Hakka TV station during the 1-1/2 year period following its establishment had a profile as follows: male over 50 years of age (54%); with primary educational level or lower (49%); retired or unemployed (36%); living in the counties of Taoyuan, Xinzhu and Miaoli (46%); ethnic group speaking Hakka dialect frequently (44%). The definition of audience ’ speaking Hakka dialect frequently’ can be interpreted as that Hakka dialect has been their mother tongue. In a sense, dialect the audience use is considered the most important contributory factor to the core audience of Hakka TV station.

台灣電視新聞台林立，其密集之程度在全球相當罕見，而新聞從業人員在同業競爭及新科技發展等現實因素下，所承受之壓力更甚以往，在企業化的經營下，電視台必須考量新聞內容的差異性及多樣性，同時近來壹電視的成立，也造成了電視台不小之影響，在種種環境背景丕變之情況下，更需要進一步了解現今新聞工作者之工作態度及對於工作認同程度，因此本研究藉由電視新聞媒體探討組織文化與組織承諾、工作滿意度、工作績效之關係，希冀提供新聞工作者及電視台經營符合現況之研究結果及實務建議。 本研究之調查對象主要針對電視台新聞記者，並以北部之新聞台記者為主要研究對象，進行量化問卷調查及質性深度訪談方式，透過電視台發放問卷，並安排合適之對象進行深度訪談。除藉由統計分析了解組織文化與組織承諾、工作滿意度、工作績效之關係，亦以深度訪談進行佐證解釋。 研究中發現組織文化對於工作滿意、工作績效、組織承諾均有顯著影響，特別是壹電視記者在組織承諾、工作滿意度、工作績效均優於其他電視台，顯示在特定組織文化上，的確能使得新聞工作者在工作表現上有所提升。另外，組織承諾對於工作滿意、工作績效也有顯著影響，顯示提升組織承諾，當記者認同公司的價值觀和目標後，能使記者恪盡職守，甚至願意在工作之外付出努力。最後，工作滿意對於工作績效也會產生顯著影響，記者的工作滿足來源，來自於認同新聞工作所帶來之社會意義，或是與個人道德觀或價值觀的吻合，當有越高之工作滿意，當然對於工作績效的提升也能有所助益。 / Taiwan has extremely high density of television stations which is rare to see in the world. The journalists face a great competition in the market and the fast development of new technology. They have to suffer more stress than ever. In recent years, television stations are forced to think how to make news contents more different and diverse from competitors. This research focus on the relationship between organizational culture and organizational commitment, job satisfaction and work efficiency in television media and eager to provide practical recommendations for journalists and the managers of television station. This research aims at the television journalists in north Taiwan and uses questionnaire and depth interview to understand their opinions. Questionnaire analysis shows the relationship between organizational culture and organizational commitment, job satisfaction and work efficiency of journalists and depth interview help to give explanations and proofs. According to the result, organizational culture can affect job satisfaction, work efficiency and organizational commitment.Organizational commitment has positive effect on job satisfaction and work efficiency. When journalists identify with organization’s value and prospect, they are willing to put more efforts on their jobs. Moreover, job satisfaction can also affect work efficiency. Journalists are satisfied with their jobs when news reporting brings meaning to whole society or journalists and news reporting share the same value and moral. Also higher job satisfaction can help to improve work efficiency.

兩岸新聞交流密切且頻繁，但是總因政治之故而蒙上陰影並益顯複雜，因此不失為一研究之好題材。學界與坊間不乏與此有關之文獻，惜乎大抵以報紙間之交流為主，至於電視台之交流則僅聊備一格。為補遺珠之憾兼鼓勵來者，本作者嚐試一探究竟，並尋求改善交流之道與化解挑戰之方。 本研究係以東森電視公司之新聞部為研究單位。方法則為深度訪談，資料蒐集與分析以及文獻回顧。 文分五章，計為：緒論，文獻回顧，交流模式，交流挑戰，結論與建議。 東森與大陸之間的新聞交流密切、多樣且規律。惟其品質與內容深受政治影響，尤以大陸之影響為最。 展望未來，台灣媒體需“寄希望於大陸當局”，則兩岸新聞交流之正常化庶幾有望。 / Though close and frequent, the cross-strait news exchanges are shrouded and made complicated by politics, which makes it a good topic for scholars to research. Articles and papers related to it are many. However, exchanges in newspaper sector are what people are interested in, those in TV sector are largely ignored. To make the picture more complete and encourage potential researchers, this writer tries to explore the modes of and challenges to the cross-strait news exchanges in TV outlets, and to find ways to better the exchanges and ease those challenges. Methodology for conducting this research comprises 3 measures: the in-depth interview, data analysis and literature review. This thesis consists of five chapters: introduction, literature review, modes of news exchanges, challenges to news exchanges and conclusion. News exchanges between EBC and the mainland are close, diverse and regular. However, the quality and contents of the exchanges are heavily influenced by political consideration coming largely from the mainland side. Looking into the future, Taiwan media should “rest hopes upon CPC” to normalize the cross-strait news exchanges.

稿本 / 論文(碩士)--香港中文大學硏究院傳播學部,1992. / 參考文獻: leaves 212-221 / 陳立思. / Chapter 第一章 --- 緒論 --- p.[1] / Chapter 一、 --- 研究焦點 --- p.[1] / Chapter 二、 --- 理論參考 --- p.[3] / Chapter 三、 --- 硏究方法 --- p.[4] / Chapter 四、 --- 研究意義 --- p.[5] / Chapter 五、 --- 論文結構 --- p.[6] / Chapter 第二章 --- 外來文化和國家發展 --現代化、依賴和依賴發展理論綜述 --- p.[7] / Chapter 一、 --- 西方化為基礎的現代化理論 --- p.[8] / Chapter 二、 --- 馬克思主義觀點的依賴理論 --- p.[10] / Chapter 三、 --- 強調内在動力的依賴發展理論 --- p.[17] / Chapter 四、 --- 三大理論對本研究的啓發 --- p.[20] / Chapter 第三章 --- 在管制下求發展的跨國公司 --跨國公司和東道國的互動關係探索 --- p.[23] / Chapter 一、 --- 跨國公司兼具正負面影響 --- p.[24] / Chapter 二、 --- 跨國公司和東道國及有關部門的互動關係 --- p.[26] / Chapter 三、 --- 聯繫内外的銜接群體 --- p.[32] / Chapter 四、 --- 互動硏究和理論的啓發 --- p.[35] / Chapter 第四章 --- 分析架構和硏究方法 --- p.[36] / Chapter 一、 --- 跨國廣告公司和大眾傳媒互動關係模式 --- p.[36] / Chapter 二、 --- 研究範疇和資料搜集 --- p.[38] / Chapter 第五章 --- 有中國特色的社會主義商品廣告 --- p.[42] / Chapter 一、 --- 過渡期政治經濟矛盾交融 --- p.[42] / Chapter 二、 --- 社會主義的商品廣告的管理體制 --- p.[48] / Chapter 三、 --- 中國廣告業的經營結構 --- p.[52] / Chapter 四、 --- 跨國廣告公司在中國 --- p.[56] / Chapter 五、 --- 小結 --- p.[59] / Chapter 第六章 --- 跨國廣告公司和廣東電視台的互動 --- p.[61] / Chapter 一、 --- 跨國廣告在廣東電視台的發展情況 --- p.[63] / Chapter 二、 --- 充滿矛盾的互動結構 --- p.[69] / Chapter 三、 --- 互動中跨國廣告公司的談判力量逐漸減弱 --- p.[80] / Chapter 四、 --- 銜接群體為互動的關鍵 --- p.[85] / Chapter 五、 --- 互動結構中的香港電視因素 --- p.[113] / Chapter 六、 --- 互動型態對跨國廣告公司的影響 --- p.[115] / Chapter 七、 --- 小結 --- p.[121] / Chapter 第七章 --- 跨國廣告公司對廣東電視台的影響 --- p.[124] / Chapter 一、 --- 跨國廣告加劇了外來文化的滲透 --- p.[124] / Chapter 二、 --- 跨國廣告間接推動了商業化趨勢 --- p.[135] / Chapter 三、 --- "跨國廣告是廣東電視台發展的“高質能源""" --- p.[141] / Chapter 四、 --- 小結 --- p.[145] / Chapter 第八章 --- 結論和討論 --- p.[147] / Chapter 一、 --- 互動研究的理論啓示 --- p.[147] / Chapter 二、 --- 跨國廣告公司對中國廣播體系的影響 --- p.[153] / 註 釋 --- p.[155] / 第一章 --- p.[156] / 第二章 --- p.[157] / 第三章 --- p.[161] / 第五章 --- p.[163] / 第六章 --- p.[164] / 第七章 --- p.[166] / 附 件 --- p.[168] / Chapter 附件一 --- 《廣告管理條例》 --- p.[169] / Chapter 附件二 --- 附表一至二十四 --- p.[172] / Chapter 附件三 --- 1988年世界廣告費统計 --- p.[196] / Chapter 附件四 --- 1990年全國人均廣告費统計 --- p.[198] / Chapter 附件五 --- 跨國廣告公司在中國的發展情況 --- p.[199] / Chapter 附件六 --- 廣東台跨國廣告公司營業額和主要客戶名單 --- p.[202] / Chapter 附件七 --- 廣東珠江台節目安排表 --- p.[204] / Chapter 附件八 --- 《廣東電視週報》内容分析方法 --- p.[205] / Chapter 附件九 --- 廣東電視台各類贊助一覽表 --- p.[206] / 參考書目 --- p.[212] / 中文參考書目 --- p.[213] / 英文參考書目 --- p.[217]