碩士 / 國立臺灣大學 / 新聞研究所 / 103 / In the digital age, traditional media suffers from rapid decline of readership and profitability. Theory of Ansoff''s Matrix suggests how firms grow their business by
adopting strategies based on new products and new markets.
This study seeks to explore how CommonWealth Magazine developed the new website-“Independent Opinion@CommonWealth Magazine”. The website differentiates its content by presenting critical reviews that speak up for citizen rights
such as democracy and social justice.
Through textual analysis and in-depth interviews with managerial staffs and journalists, the results show that Independent Opinion website was developed in accordance with the digitalization of CommonWealth Magazine. Despite there was conflict of opinion about the content of the website, the media still have shared
mission, thus supports the development of the website.
With the resources provided, Independent Opinion website utilizes the advantages of digital platform and provides independent voices which enrich the discussion of public policies in Taiwan. Although online business model is unclear, in the long term, CommonWealth could benefit from the website, including readership growth, brand
value enhancement, and digital revenue opportunities.
| Identifer | oai:union.ndltd.org:TW/103NTU05383001 |
| Date | January 2014 |
| Creators | S-Chen Wang, 王思澄 |
| Contributors | 林麗雲 |
| Source Sets | National Digital Library of Theses and Dissertations in Taiwan |
| Language | zh-TW |
| Detected Language | English |
| Type | 學位論文 ; thesis |
| Format | 82 |
Page generated in 0.0098 seconds