近幾年台灣部分上流社會女性，或稱之為「名媛」，競相成為媒體報導的對象，並持續攻佔媒體的名人及時尚的版面。這一波由公關及媒體所共同帶動的名媛風潮，不但建構了以名媛話題為主的軟性議題，也讓消費者對精品時尚生活有無限想像。
本研究探討的研究問題有三：一、平面媒體如何建構名媛文化？二、公關人員運用何種策略來建立並推動以精品代言為主的名媛文化？三、透過公關人員與媒體記者的互動，兩者如何共同建構軟性新聞議題？其建構過程為何？
本研究運用參與觀察法、文本分析、深度訪談法等進行研究。首先針對《蘋果日報》及《自由時報》的時尚版面進行文本分析，接下來深度訪談三位精品公關人員以及四位資深媒體人。研究結果如左：
在平面媒體名人版的描繪下，媒體建構的名媛的形象有三，一是名媛均具有好太太、好媽媽的優雅賢慧形象；二是媒體強調上流社會傳承接班的概念；
三是媒體協助刻劃一個由全職母親、高貴血統所組成的理想幸福生活。
關於公關如何建立並推動名媛文化的問題，根據訪談結果，名媛之於公關只是一種行銷運用的工具，是公關傳達品牌精神及概念時所運用的一個新聞話題，適合的商品邀請適合的名媛，完整呈現商品，是公關邀請名媛最大的目的。由於名媛的貴族血統與精品形象的對等連結、名媛屬性與精品屬性的對等連結及名媛與公關宣傳的共生關係三大因素，形成精品公關與名媛的緊密連結，而導致兩者間具有相互共生及交換的利益關係。
公關人員與媒體記者的互動過程如何與兩者如何影響軟性新聞議題建構？本研究發現，公關與媒體之間的往來，初期因交情不深，尚無人情因素介入，但經由長期合作，人情運用就會不著痕跡地在兩者互動過程中出現。即使如此，從兩者長遠關係的發展來看，「專業」還是公關與媒體互動時最重要的一環，人情則具有臨門一腳的催化功效。 / Socialite wave has been brought up by the PR and media, it not only constructed a subject of debate on women, but also lead the consumer to have the infinite immigration toward quality and fashion life style
There will be three focus discussions in this research: First, how did the printed media constructed the culture of socialite ? Second, what kind of strategy the PR people have used to develop and drive the socialite culture based on using them to be a brand’s spokesperson? Third, through the interaction of PR person and journalist, how do they both constructing the soft issue? What is the process?
This research had used the method of participating-observation, article analysis and in-depth interview. We started with an analysis based on the article from fashion page of “Apple daily” and “Liberty Times”, and then we interviewed three PR persons and four senior journalists. The results are as below:”
In media has constructed the image of socialite in primary three areas, first, good mum and good wife image; second, the media emphasis on upper class’s concept of inheritance; third, the media has helped to depict a perfect happy life that has made up with full-time mother and noble blood.
The question of how dose the PR constructed and push the culture of socialite, based on the interview result, socialite is only the tool of marketing strategy, that is, a way the PR used to deliver the concept or sprit of a brand through news. To invite the right socialite with right image and blood that can connect with the brand which is suitable and serve the brand which is suitable and serve for the need of brand communication and PR. As result, it has become beneficial for both the brand and “Renowned young woman” which in the end developed a connection and paragenesis relationship of interest exchange.
How does the process of interaction between PR person and reporter influence the soft issues building? This research has discovered that the friendship has not been developed in the early stage when the both side first met, but after a long period of working relationship, the friendship will began to developed and become the influence factor without a trace. Even that is always the case, but if we look at always the case, but if we look at the long term relation and development, “professionalism” is still the most important principle to follow for the PR to interact with the media, but friendship will always play a role as catalytic agent.
Key words: Luxury public relations, socialite wave, agenda building
| Identifer | oai:union.ndltd.org:CHENGCHI/G0096941012 |
| Creators | 林吳英, Lin, Wu- Ying |
| Publisher | 國立政治大學 |
| Source Sets | National Chengchi University Libraries |
| Language | 中文 |
| Detected Language | English |
| Type | text |
| Rights | Copyright © nccu library on behalf of the copyright holders |
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