置入性行銷對新聞專業自主的影響：一個自動態觀點的探索
The impact of product placement on the autonomy of TV journalists

劉蕙苓

在媒介組織普遍採用置入性行銷時，身為執行任務之新聞工作者如何在兼具滿足組織目標及維持新聞自主之間取得帄衡，是台灣新聞界陎對的嚴肅課題。本研究嚐詴以動態觀點探討置入性行銷對新聞專業自主的影響，深度訪了三十位電視新聞工作者，並進行小規模的量化分析後發現，整體而言，新聞工作者在陎對廣告主所欲宣傳的置入式新聞採訪報導時，自主性均受到影響，其中「業配」新聞擁有較大的自主權，「專案」新聞的自主權較低。而新聞工作者在執行置入性新聞任務時，會依廣告主主導性、及其個人對新聞專業的堅持度，而產生四種不同模式的自主策略：協商、順服、主導、應付。研究顯示，雖然置入性行銷對新聞專業傷害甚深，但記者仍在有限的空間中，以動態的因應策略來從廣告主手中爭取自主，並未完全順從與屈服。

    The ideal of product placement has been used in TV news production since 2000 in Taiwan. This raises an ethical discussion about serious damage to professional autonomy. This study examines the impact of the autonomy of TV news journalists who are asked to report the product placement news, and how the journalists make strategies for reporting this kind of news .
    By using qualitative and quantitative methods, this study found most TV journalists admit their autonomy has been limited due to control from advertisers who paid for the news. They still perceive they can have different strategical models of autonomy: negotiation, domination,　accommodation, and carelessness. This study concludes that autonomy is a dynamic process.Journalists will fight to get more space for reporting even this kind of paid-news.

置入性行銷、新聞自主、新聞自主策略

product placement, autonomy, strategical models of autonomy

2010.07.05

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置入性行銷對新聞專業自主的影響：一個自動態觀點的探索.pdf