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E94036
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電視新聞「感官主義」閱聽感受的調查研究
Audience\'s Perceptions of Sensationalism in Television News
1.王泰俐
1.Tai-li Wang
1.國立政治大學新聞學系
1.Department of Journalism, National Chengchi University
001,002,003,004
1.國立政治大學新聞學系
1.Department of Journalism, National Chengchi University
002
1.行政院國家科學委員會
1.National Science Council
A.14 計畫執行期間(起):2005-08-01
A.14 計畫執行期間(訖):2006-07-31
2006-04-012006-04-05
A.16 收到日期:2007-05-10
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台灣地區人口

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894


894
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C.2 聯絡日期:2007-05-11
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1.國立政治大學新聞學系
1.Department of Journalism, National Chengchi University
1
C.7 資料公開日期:2017-07-15
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008
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001
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1.感官主義
2.電視新聞
3.閱聽眾研究
1.Audience Studies
2.Sensationalism
3.Television News
二十一世紀的電視新聞年代可以說是一個「電視新聞感官主義的年代」,國內外的電視新聞文化都偏好以辛辣聳動的新聞主題,以及令人目眩神移的數位製作科技形式來刺激閱聽人的感官經驗。許多國內外傳播學者稱之為新聞的「感官主義」(sensationalism),指涉一種「訴諸閱聽人感官經驗的新聞處理手法」,相關的文獻和研究也在最近幾年陸續增加當中。
過去新聞感官主義研究偏重從傳播學者角度出發,視感官主義為近代新聞的某種特質,並多以內容分析探究感官新聞的訊息內容,或以實驗法進行感官主義對閱聽人的效果研究。但是對於閱聽眾究竟如何感受這種「感官主義」的新聞文化,所知極為有限。以台灣電視新聞頻道普遍已將新聞感官主義手法奉為收視率萬靈丹的現狀,研究者認為確實有必要從閱聽眾的觀點出發,針對閱聽眾究竟如何感受這種新聞文化,進行大規模且有代表性的調查研究。
本研究修正Tannenbaum & Lynch在60年代發展出來的「感官主義指標」量表—Sendex ( for Sensationationalism Index) (Tannenbaum & Lynch, 1960; 1962)。這份量表係根據閱聽眾對報紙媒體感官主義的情緒反應面向所設計而成,其後經過許多學者的反覆應用驗證 (Glynn & Tims, 1982; Ryu, 1982; Pasadeos, 1984; Pasadeos, 1997; Perry, 2002),證實為一具有內在效度的新聞感官主義量表。本研究依據研究者93年國科會計畫中有關閱聽人感官主義的深度訪談資料以及專家學者的訪談資料,修正Tannenbaum & Lynch的「感官指標」量表中若干題項使之成為一適合測量電視新聞感官主義的指標量表。
除了探討閱聽眾對新聞感官主義的情緒反應之外,本研究也進一步了解閱聽眾對如何改善新聞感官主義的期待、理解以及態度。過去研究已經證實閱聽眾確實能夠區辯電視新聞品質(Lind, 1992,1993;廣電基金,1999)。本研究認為,除了了解觀眾認為哪一些電視新聞是適合或不適合播出之外,傳播研究也應嘗試了解,觀眾對於如何改善電視新聞品質的態度以及行為。本研究持類似觀點,認為新聞感官主義的閱聽人研究,也必須探索閱聽眾對如何改善此現象的態度,以更窮盡我們對新聞感官主義的理解。

The current research modifies Tannenbaum & Lynch’s Sensationalism Index (Sendex) and develops a Sendex suitable for measuring audience’s perceptions of sensationalism for television news.
Results suggest that TV news viewers in Taiwan perceive gossiping news as the most sensational news topics, comparing to other news topics such as crime, disasters or scandal news. Crime news has been identified as a staple for sensational news content in previous studies. We speculate that viewers in Taiwan may have been “immune” to crime news to a certain degree so that gossiping about celebrities or bizarre becomes the most sensationalizing topics for them.
Furthermore, our six hypotheses explore the theoretical relationships between viewers’ perceptions of sensationalism in TV news and several factors derived from previous studies, including TV formal features, channel selection, motivations of watching TV news, and demographics.
In regards to TV formal features, there indeed exist a positive relationship of TV formal features and audience’s perception of sensationalism. The greater the amount of audio, visual or editing production features perceived in TV news, the more sensational the viewers will perceive the TV news to be. Further regression analysis indicates that audio features actually exert more influence than either visual or editing features.
As the impacts of channel selection, cable TV news viewers do perceive news content as more sensational than network viewers. In terms of motivations of watching news, for those who watch news for information needs perceive TV news more sensational than viewers watching news due to entertainment or interpersonal needs. As for the demographic influence, as expected, elder and higher educated viewers tend to perceive TV news as more sensational than younger and lower educated viewers. However, our study does not find that there is any significant difference in female viewers’ and male viewers’ perception of sensationalism.

D.16 完成檢誤日期:2008-10-07
D.17 預定釋出日期:2017-07-15
D.18 初次釋出日期:2017-07-17
D.19_1 最新版釋出日期:2017-07-17
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10.6141/TW-SRDA-E94036-1
https://efenci.srda.sinica.edu.tw/webview/index.jsp?object=https://efenci.srda.sinica.edu.tw:80/obj/fStudy/E94036
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