網際網路時代下的小眾媒介發展：虛擬社群的觀點
The Internet and Alternative Media in Taiwan: Perspectives from Virtual Communities

楊忠川、李興國

「替代性媒介」是許\多人所熟知的「小眾媒體」，指開發種種不同型式的傳播管道(媒介)，以主動而更為積極的途徑，向世人宣示意見與情感，並對當道或主流的媒介，提出挑戰。在過去，大眾媒介的形式在商業市場、主流意識形態的導引下，小眾媒體以潛入「地下」的非法方式，傳遞社會運動的理念；然而隨著廣電媒體的頻道開放、多元化意見管道形成的即時互動，大眾市場已切割成不同類型的閱\聽分眾。尤其在網路新媒體興起之後，分眾化的特質更為明顯，為了吸引不同興趣取向的網路族群所形成的「網路社群」(Virtual Community)，對希望利用媒體集結同理念群眾的社會運動者來說，更是不可多得的特質。本研究即針對新資訊科技之後的小眾媒體發展情況與未來展望，以網路上的小眾媒體類型網站為母體，進行網站內容分析(content analyis)與抽樣深度訪談，發現目前網路除了必須與原本在傳統的替代性媒介資源整合外，還必須在相當的合作策略下，才能在大財團與商業資本大舉涉足網路的環境下，留下生存的空間。

Alternative media have emerged with many forms. Minority groups often use these media to voice their opinions and actively participate in social movements. In the past, the alternative media often go underground due to the suppressive power of mass media and mainstream ideology.

However, with the deregulation of broadcasting media in Taiwan, mass market is divided into segmented markets. The rise of the Internet has furthered the segmentation process. The formation of virtual communities by different people with different interests becomes the best example for social movement activists.

This paper aims to examine the impacts of new information-communication technologies on the development of alternative media in Taiwan. Content analysis was first conducted to analyze web contents of radios and televisions on the Internet. In-depth interviews are also conducted.

替代性媒介，網路社群，小眾，邊緣族群，資訊近用權，分眾市場

Alternative media，Virtual community，Minority Groups，Access to Information，Segmented Market

1999.06.29

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網際網路時代下的小眾媒介發展：虛擬社群的觀點.pdf