本文以2008年金融海嘯為分界點，由於在事前並沒有一個投資大師以及機構法人能夠精準的預測金融海嘯發生，海嘯發生之後幾乎使得市場上所有的投資人
都面臨虧損，不但金融權威一夕崩解，一向以報導「大師投資法」的媒體業也必須重新找尋新的出路，透過尋找神奇致富的素人取代失寵的名人與大師，報導其相關投資方法，來吸引一般投資大眾，以刺激其銷量。隨後，報章雜誌也相繼報導許多神奇致富故事，媒體一時之間變成「富翁製造機」，透過電視媒體加以延伸、渲染，閱聽大眾眼之所見、耳之所聞，都是唾手可得的賺錢妙方與密技，時下投資人紛紛起而效尤，期待自己能成為下一個大戶，投資市場上充滿了「樂透式」的投資氛圍。
本研究係作者本人長期的觀察與調查，發現很多名人或是素人，固然也有腳踏
實力，努力鑽研，創造財富的案例，也有不少案例在媒體的報導與引用上，因為採取「隱惡揚善」，甚至誇大賺錢、神奇致富的一面，對於賠錢部分卻是絕口不提，其次，大部分散戶投資人都希望能有捷徑或是透過學習、複製的方式，來進行投資理財，殊不知是用自己一知半解的想法進行投資，期待能於股市中發點小財，而且只看「結果」下的投資決策，會讓投資大眾產生錯覺，很容易失之偏頗。
所以，本研究的進行，期望達到下列目的：
1. 收集與整理相關媒體銷售的資料，了解目前散戶偏好的投資意見為何。
2. 針對受訪談的媒體從業人員所提供之意見進行歸納比較，進而探討名人與素人透過媒體管道所提供給散戶的投資建議，是否為一正確、可信之投資意見。
3. 最後，根據本研究之相關結論，並提出適當意見，做為媒體自律與散戶在投資理財上的建議。 / This study will investigate and analyze the changed role of the media industry as a
'rich making machine' since the financial crisis of 2008. The financial meltdown served as a turning point for the media since there were no investment gurus or corporate bodies that accurately had predicted the development. Virtually all
investors in the market faced losses and many investment celebrities lost their
credibility. Subsequently newspapers and magazines turned to rich and successful people to replace them and stimulating their sales by reporting miraculous rich stories. They are selling recipes how to make money to a willing audience, members of the investing public eager to become the next investment guru.
Stimulated by this, the 'lottery' type of investment is in full swing on the market.
Through long‐term observation and investigation we found that, first, many of the
business celebrities actually based their success on a solid foundation, strove to study and then created wealth. Many of the media reports, however, tend to overly focus on the virtues and exaggerate the money making 'magic rich' side, while on the other hand neglecting or even covering up failures and bad deeds. Secondly, many investors are looking for a shortcut to create riches and try to copy others supposedly successful investment models without real understanding of market mechanisms and easily become misled by biased media reporting.
This study is expected to achieve the following purposes:
(1) Collect and collate information related to media sales, retail preferences in order
to understand the preferences of all investors.
(2) Conduct interviews with media practitioners, collect their opinions, summarize
and compare them. Then discuss the advise given by investment celebrities given
through the media pipeline and check if this advise is correct or credible.
(3) Based on the findings of this study propose a self‐regulating body for the media
and give recommendations for potential investors.
| Identifer | oai:union.ndltd.org:CHENGCHI/G0099932025 |
| Creators | 夏韻芬, Hsia, Yun Fen |
| 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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