全球化無可避免的「惡」：媒介全球化的結構及其對內容、閱\聽人的影響
Media Globalization and Its Effects on Content and Audiences

蕭蘋
Shaw, Ping

在進入二十世紀最後一個十年之後，有一個愈來愈明顯的世界性趨勢—也就是全球的經濟體系漸趨整合。這種全球化的整合趨勢，在媒介產業當中尤其有相當清楚而激烈的發展。在此全球化的風潮下，大媒介的國際性擴張與兼併所呈現的結構型態、與對媒介內容及閱\聽人所造成的影響為何?是本文所關注的中心問題。本文主要從政治經濟學(political economy)的觀點，綜合相關的文獻，探討以下三個與媒介全球化有關的問題：(1)大眾傳播的國際體系結構，包括：是那些公司擁有和控制了世界上大多數的媒介，這些公司的組成形式，以及促使媒介全球化的形成因素等；(2)現有大眾傳播的國際體系結構對於媒介的內容產生何種影響；(3)在最後的結論部分，本文將嘗試探討，國際化的媒介內容對於第三世界的閱\聽人所可能產生的影響。在討論的過程中，作者將特別舉女性雜誌業及以台灣的情境為例，做為說明。

As we enter the last decade of the twentieth century, one thing is strikingly clear – the economy is becoming globally integrated. Nowhere is this integration more evident than in the media industries. A handful of mammoth private organizations have begun to dominate the world ’s mass media. By reviewing the major findings of political economists, this paper firstly examines the structure of international mass communication system, including who owns and controls the major transnational media firms, how these firms are organized, and what the motivations driving media globalization are. It further considers the effects of this structure on media content, specifically on women ’s magazines. Finally, this paper discusses what communications research suggests as some likely effects of this content on women readers in the Third World. When discussing the three questions above, special attention is given to the Taiwanese women’s magazine industry.

女性雜誌，傳播政治經濟學，媒介全球化，媒介結構，媒介內容，傳播網絡，媒介運用，社會互傳理論

women ’s magazines，the political economy of communication，media globalization，media structure，media content

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全球化無可避免的「惡」：媒介全球化的結構及其對內容、閱\奶H的影響.pdf