讀者投書之功\效及讀者滿意度追蹤調查
A Study of the Effectiveness of Letters to the Editor and Reader ’s Satisfaction

陳東旭
Chen, Tung Hsu

近年報紙開闢讀者投書欄，提供民眾表達意見的園地，不過讀者們多半針對國家政策、社會大事、政府施政方針發表個人的看法，這些僅是個人的意見，且因政策性、通盤性問題多，政府等相關單位甚少會根據讀者的意見而發表聲明和說明，由於沒有回饋，無法了解讀者的滿意度和觀感，也難以看出報紙做為讀者與政府交流互動中的橋樑功\能。

目前已有部分報紙開闢地方版的投書欄，供讀者反映問題、發表意見，而讀者的投書多與居住自家附近的問題相關，也有部分是對地方政府某項措施的意見，讀者將問題反映到報社，再由報社人員訪問相關單位後，將相關單位人員的說明答覆一併刊登在報紙上，讀者藉由被反映單位的說明，及該單位是否前去處理，有一定的滿意程度，也可間接了解報紙做為一個訊息溝通者，是否具有滿足讀者解決問題的功\效。

本研究計畫探討：
1.地方版讀者投書人口統計學中在教育程度、收入、性別、職業等與媒體使用行為的不同。
2.投書人口變項與投書行為的關係，投書人口使用媒體與投書行為的關係。
3.投書者是否認為透過媒體反映，會對該單位形成壓力，加速問題的改善。
4.投書者在投書前的態度與投書刊登後的認知落差
5.投書者對讀者投書欄的看法和建議，是否肯定報社開闢投書欄。

第一點在探討地方版投書人口，是否與以往文獻研究投書人口的特質有所不同，以及使用報紙行為是否有所差異；第二點在探討不同的投書人口使用投書的方式有何差異，包括具名問題，是表達建議、揭發問題或發抒不滿；第三是投書者對報紙功\能的看法，是否能對被反映單位形成壓力；第四是滿意度問題，投書者在投書前抱持何種想法，投書後的觀念是否改變；第五是投書者是否肯定報紙開闢投書欄，對投書欄的看法和建議。

本研究以聯合報地方版的「熱箱信箱」投書欄作為研究母體，蒐集五個月的樣本，追蹤調查讀者滿意度，經過資料分析研究發現，讀者在刊登前相信報紙具有改善效果者近8成，但刊登後認為有效果者變成3成9，落差近一倍。此外，不滿意及非常不滿意被反映單位的處理者接近4成2，滿意及非常滿意者為2成1，顯見不滿意者仍居多。但也有9成5讀者認為報社開闢此欄有其一定價值。而對政府單位答覆或處理滿意或不滿意者，有5成5者會在投票時反映出來。

Many newspapers have provided "letters to the editor" page for the public to express their opinion in recent years. Although most of these letters has expressed individual reader ’s opinion of national policies and social events, there has been little responses from the government. Since one of the functions of the press is to bridge the public and government, it is essential to know how the reader views the effectiveness of this page.

In addition to the letters to the editor page in the national edition, some newspapers have provided a local "letters to the editor" column for the public to express local concerns. In the mean time, reporters from local franchise would interview the local official and put both the letters and official responses on the column. So the reader can read both the opinions/questions and responses in the same column.
This study has examined the United Daily ’s local "hot-line mail-box" for five months and has traced and telephone-interviewed writers, in order to know how the writer sees the effectiveness of the "letters to the editor" column. Hence the purposes of this study are to explore:

1.What are the demographic characteristics of writers of the "letters to the editor" column?
2.What kinds of relationship between the demographic characteristics of writers of the "letters to the editor" column and their writing behaviors?
3.Do the writers think the officials will solve the questions promptly, once the questions exposed on the press?
4.Does the writers change their attitudes of the press and government before and after the letters published?
5.What do the writers think of the "letter to the editor" column?

The results indicate that about 80% of the writers thought the "letters to editor" column would make a change, but only 39% thought it did after the published of the letter. Furthermore, about 42% writers are not satisfied and very dissatisfied with the government ’s handle of the question, while 21% are satisfied and very satisfied. Nevertheless, about 95% writers think the column is valuable. And finally, among those who are not satisfied and very dissatisfied writers, 55% will show their dissatisfaction in the next election.

1999.06.29

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讀者投書之功\效及讀者滿意度追蹤調查.pdf