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Examines the issue of media bias in favor of the Democratic Party during the 2004 Presidential Election. To examine the most far reaching form of media in the United States, this study consisted of the three major television networks (ABC, CBS, NBC) and their weekday nightly newscasts during the entire month of October 2004. Emerging themes and strategies were compared to a study conducted at Sonoma State University of the year's most underreported yet newsworthy events. Results of the study indicate that no evidence exists to support the notion of media bias in favor of the Democratic Party in the media coverage leading up to the 2004 Presidential Election.

It has been established that regardless of the fact that journalism in not a one-gender- profession anymore, news is still defined from a male perspective. A number of studies through the years examined the news content and determined that it continued male.Though news veterans acknowledge significant changes in m coming of women to the newsrooms, those changes sometimes are hard to detect on the personal level. Male and female reporters claim that even though gender can affect their approach to reporting, the final product they produce does not have gender marked on it. The present Q study is examined whether gender has an influence on reporter’s preferences in choosing a topic while covering gender-neutral issues. The participants of the study were 17 employees of the major Ukrainian TV channel "Novy Kanal.” In February of 2003 they were e-mailed 50 story ideas (constructed to include either two of five news values, such as magnitude, conflict, oddity, prominence and impact) and asked them to sort them according to their desire to cover these topics. Fourteen journalists and three editors responded. In May 2003 the sorts were analyzed with the PQMethod program, and three factors emerged representing three groups of people (Maximalists, Conservatives and Commoners) with different attitudes toward gender-neutral issues. The Maximalists, the largest group consisted only of reporters, were a sensation-oriented group of people. Magnitude and conflict were the most important news values for this factor. The Conservatives were characterized by the strong inclination towards official news, where conflict and impact played an important role. The Commoners preferred the human interest stories with oddity and impact.Each group consisted of an even number of men and women, and thus the study failed to support the notion that males and females share different attitudes toward neutral issues. No discrimination was evident toward women stories on the “Navy Kanal” TV channel. Surprisingly, men were more likely than women to choose active participants or acted as newsmakers.The findings suggested that it is women who are creating problems for the feminist movement, not men. Women correspondents at "Novy Kanal" are more immersed in patriarchal values than their male colleagues. / Department of Journalism

《中文摘要》 近年來政府對「電視新聞置入」十分熱衷，但兩極化的爭議也隨之而起；不過在現實狀況下，媒體早已是主動出擊，與行銷公關公司搶食政府置入新聞的大餅。本研究透過兩個代表性個案的分析、從「置入流程」、「內容呈現」與「媒體立場」三個面向來還原目前政府究竟是如何將其宣傳置入電視新聞。研究發現，政府置入電視新聞已達供不應求的「量產」規模，不但形成特殊的置入新聞產製標準化流程與專業的「接案族」，甚至媒體工作者的心態也與過去大不相同。而政府花錢透過媒體包裝後所呈現出來的政府置入新聞，卻往往不符合最基本的新聞報導原則，消息來源太集中於政府官員，無法達到客觀與平衡的基本要求，在文稿與畫面呈現等新聞處理的技巧上均有待加強。此外，本研究亦顯示，在政府置入電視新聞後，原本是媒體監督對象的「政府」如今變成了重要金主，電視新聞的立場幾乎都一面倒向對政府有利，只有極少數新聞秉持報導中立，顯見新聞置入已箝制了媒體監督政府、為民喉舌的功能。 關鍵詞：置入式行銷、電視新聞、消息來源、新聞客觀 / The process and presentation of government oriented product placement on TV news 《Abstract》 In recent years, government oriented product placement on TV news is very popular, but also controversial. In fact, television and public relations companies are fighting for this business. The author selected two cases to examine how Taiwan government placed its propagandas and policies on TV news. The results showed that product placement on television news has reached "mass production" scale, not only create a special SOP sequence and even the mentality of media workers was different from the past. However, the TV news placed by government used government officials as news source, did not fulfill the requirement for objectivity and balance,and violatd the basic principle of news reporting. In addition, through product placement on television news, government has now become the major client of TV. As a result, the placed TV news was heavily in favor of the government. The results of the study indicated that government oriented product placement has paralyzed the surveillance function of television news . keywords：product placement, TV news, news source, news objectivity