政大機構典藏-National Chengchi University Institutional Repository(NCCUR):Item 140.119/101716

English | 正體中文 | 简体中文 | Post-Print筆數 : 27 | Items with full text/Total items : 110206/141131 (78%)
Visitors : 46895995 Online Users : 1070

RC Version 6.0 © Powered By DSPACE, MIT. Enhanced by NTU Library IR team.

Home ‧ Login ‧ Upload ‧ Help ‧ About ‧ Administer

政大機構典藏 > 學術期刊 > 新聞學研究 TSSCI > 期刊論文 > Item 140.119/101716

Please use this identifier to cite or link to this item: https://nccur.lib.nccu.edu.tw/handle/140.119/101716

Title:	收視率的宰制：台灣媒體代理商與電視頻道業者權力競逐之研究
Other Titles:	Dominance of Audience Ratings: A Study on the Power Games between Media Buying Services and Commercial Television
Authors:	林照真 Lin, Chao-Chen
Keywords:	收視率;媒體代理商;電視;廣告主;頻道業者 advertiser;agency;commercial television;media buying;ratings
Date:	2011-07
Issue Date:	2016-09-09 11:51:14 (UTC+8)
Abstract:	廣告與電視兩產業每天依靠收視率維持產業運行，雙方有關收視率的衝突立場卻受到掩飾。本研究使用問卷調查與深度訪談法，以了解雙方的不同立場，發現目前處於優勢的媒體代理商以收視率為核心，發展出受爭議的媒體購買制度，再度加深了收視率對電視產業的控制。本研究主張台灣應該重新檢討收視率與媒體購買構連後所形成的相關問題，並研究建立一套合理的媒體購買機制。 Both advertising and television industries often times depend on the audience ratings which are also the source of conflict between the two media resources. Through questionnaire surveys and in-depth interviews with advertisers, media buying services and broadcast companies, the outcome revealed that agency media departments and commercial television companies had different attitudes towards ratings, wherein ratings are currently used to control the purchase of advertising by agency media departments. This study closely examined the power relationship and cooperation between media buying services and broadcast companies. The study also suggested all the elements that influenced the structure of the exchange currency should be studied in order to establish a reasonable media buying system in Taiwan
Relation:	新聞學研究, 107, 89-132 Mass Communication Research
Data Type:	article
Appears in Collections:	[新聞學研究 TSSCI] 期刊論文

Files in This Item:

File	Description	Size	Format
107-89-132.pdf		641Kb	Adobe PDF2	210	View/Open

社群 sharing

著作權政策宣告 Copyright Announcement

1.本網站之數位內容為國立政治大學所收錄之機構典藏，無償提供學術研究與公眾教育等公益性使用，惟仍請適度，合理使用本網站之內容，以尊重著作權人之權益。商業上之利用，則請先取得著作權人之授權。
The digital content of this website is part of National Chengchi University Institutional Repository. It provides free access to academic research and public education for non-commercial use. Please utilize it in a proper and reasonable manner and respect the rights of copyright owners. For commercial use, please obtain authorization from the copyright owner in advance.

2.本網站之製作，已盡力防止侵害著作權人之權益，如仍發現本網站之數位內容有侵害著作權人權益情事者，請權利人通知本網站維護人員(nccur@nccu.edu.tw)，維護人員將立即採取移除該數位著作等補救措施。
NCCU Institutional Repository is made to protect the interests of copyright owners. If you believe that any material on the website infringes copyright, please contact our staff(nccur@nccu.edu.tw). We will remove the work from the repository and investigate your claim.

Loading...