本研究描繪目前台灣電視新聞界一個普遍存在、但不能說的秘密，即業配新聞的存在和產製、相關活動。研究者新聞本科出身，跨入業配新聞製作的專題組，面對置入性行銷對新聞採編的衝擊，也曾經內心衝突與質疑，「業配新聞」算新聞嗎？「業配新聞」是假新聞嗎？
「業配新聞」報導的對象，多因為沒新聞點、名氣小、特色不足或是沒有報導價值，因此無法被納入一般新聞採編程序，卻非憑空捏造或虛構不實的報導。「業配新聞」經過包裝，仍要編製成突顯商品特性與優點所產製的新聞內容，所以受訪業配記者多認為，業配新聞雖然具有商業目的，但不是無中生有、以虛報實的假新聞。而電視新聞以簡明方式播報新聞的特性，加上視覺的優勢，適合作為業配訊息的傳達。另外業配記者也認為業配新聞充斥，主要是組織和主管的要求，業配新聞基於真實，對社會無害，也包含重要訊息，仍然能為觀眾服務。
本研究認為在當下結構的困境中，個人的主體性雖然蘊含重大的突破能量，也有施展空間。就受訪者經驗來看，個人以專業及善盡查證職責，據理力爭新聞的正確性，仍有機會為自己開拓一些迴旋空間。而媒體組織在廣告主的強勢要求下，也並非只能一味讓步，讓對方予取予求，主事者若能在新聞的專業基礎上轉換思維，也可能化被動為主動展現相對積極的作為。
研究發現，廣告主和記者都清楚業配新聞不但影響編輯台的新聞自主，影響新聞公信力，也影響工作者自我的專業認同，雖然廣告主認為業配新聞和他們是共生共存，這類新聞確實有宣傳效果，有廣告主也認為他們對新聞可信度確實受到影響，「因為新聞經過包裝了」。然而，公眾一旦察覺某些新聞背後有「金錢利益」操控，不但媒體將失去公信力，媒體工作者也失去自我專業尊嚴，其結果更是短多長空。 / Product placement in TV programs has become increasingly common in the two decades in Taiwan. Although it arouses huge controversies over media credibility and marketing values, up to date, there have been very limited empirical studies focusing on how journalists handling product placement messages, particularly in television news programs in which product placements were usually forbidden in use. Instead of using content that directly promotes the brand, product or service through traditional marketing tactics, product placement journalism focuses on building stories and other informational content that highlights value from a different point of view.
The current study examined a unique program genre in Taiwan’s TV news programs, in which product placements are still in use. Based on in-depth interviewing, this study canl shed some light on how we define the boundaries of news and marketing information. Product placements are proven to be quite effective in television news programs. However, the effectiveness is built right on the cost of news credibility and integrity, which is ironically distinguishing product placement and advertising and is believed to be the magic power of product placement in news.
Although companies that build trust with the content they produce can maintain their presence as reliable media sources for their audiences. The origins of the ethical problems and their implication for product placement research are explored.
| Identifer | oai:union.ndltd.org:CHENGCHI/G0969410201 |
| Creators | 許雅惠, Hsu, Sheila |
| 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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