1999年年會論文 -運動節目閱\聽眾:一個偏好閱\聽眾群的社會人口面向及傳播行為分析
篇名
運動節目閱\聽眾:一個偏好閱\聽眾群的社會人口面向及傳播行為分析
Sports program audience: A socio-demographic and communication behavior analysis of a preference audience community
作者
莫季雍
Moh, Chi-yung
中文摘要
本文透過對一九九八年社會變遷調查資料及一九九九年廣電基金的電視收視調查的次級分析,描繪運動傳播內容閱\聽眾的輪廓及其性質。

研究發現運動閱\聽眾在教育程度及收入等社會變數上分布普及,傳播行為較一般人活躍,看電視的時數在周日或周末,皆較一般人高,通常也使用其他媒介的體育內容;收看體育節目的動機多集中「符合興趣」一項。故這種因興趣偏好而注意媒介體育內容的閱\聽眾群,可用「偏好閱\聽眾群」(preference audience community, PAC)來定義之。
英文摘要
The study tends to describe the profile and its preference-oriented communication behaviors of sports program audience. Using 1998 Social Change Survey data from Academica Sinica and 1999 Television Audience Survey data from Broadcasting Development Fund, sports audience were defined as those who answered sports programs as their most watching program or preferred media content.
Analyses showed sports program audience exists in almost every social strata, with active media use behaviors, and heavily using sports content from various media because of their shared interest in sports. It is suggested that such preference-oriented audience should be treated as "preference audience community" instead of defining it in terms of programs or contents.
中文關鍵詞
運動傳播,閱\聽人研究,偏好閱\聽眾群
英文關鍵詞
sports communication,audience analysis,preference audience community
發表日期
1999.06.29
授權狀況
已授權