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題名:自媒體匯流論廣告規範之變遷
書刊名:玄奘法律學報
作者:陳汝吟 引用關係
作者(外文):Chen, Ju-yin
出版日期:2005
卷期:3
頁次:頁359-412
主題關鍵詞:媒體媒介廣告匯流言論自由商業言論自由技術MediaAdvertisingConvergenceFreedom of speechCommercial speechTechnologies of freedom
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  • 共同引用共同引用:159
  • 點閱點閱:66
  早期基於電波稀有性原理的廣電管制,目的論上乃欲促成節目內容多元化(diversity )等因素在網路等媒介、光纖電纜及衛星通訊發達後,已難有周全之立論基礎。事前之行政管制手段限制言論自由,儘管是商業言論,同樣均讓行政機關得以輕易的方式劃去、否定人民之自我思想的表達,畢竟雖有行政救濟途徑,但相較於只能由行政機關發動事後處罰之調查、舉證的麻煩,行政事前管制確實在與人民間形成地位不公平,而有轉嫁困擾、成本於百姓之嫌,故採用此型態限制民眾言論自由應審慎為之。又因為網路資訊時代的發展,媒體匯流整合,針對個別媒體與定型「廣告」立法之規範'亦有適用上之困難。而若行政機關難以跟上且施行管制〈既有事前管制落實程度亦不高〉於快速變化與發展的社會事實時,規範模式之轉化與變通也是一種社會繼續前進的方法,尤其與人民重大權利相關之問題上,雖如同美國聯法法院之見解,其憲法第一修正案視商業廣告的價值低於其他言論而僅賦予有限的言論自由保障,在某些情況下必須受到政府的規範。惟至少亦要求立法的目的與完成該目的的方法,要有合理的關係,即使該種方法不是最好或最少的限制方法,但卻須能嚴謹地執行其意欲達成之目的的方法。我國大法官會議第五七七號解釋雖已不再強調第四一四號之商業言論不能與其他言論自由保障等量齊觀的論點,惟依解釋參考之美國中度審查標準,更盼望能確實於立法及行政二權上,產生自我節制之作用,避免侵害人民權利於未然。同時,多元地思考,跳脫單一行政管理,輔以民事、刑事責任與市場機制等他項廣義規範'公法、私法領域互動且相成。
  This world of digital technology and distributed intelligence over the Internet is turning the old regulatory world upside down. The old rules were written when the type of transmission - telephone, cable TV, broadcasting - told us something about the content and defined boundaries. The administration tried to ensure that service providers did not abuse or limit consumers as a result of their monopoly, or oligopoly, on conduit and content. But with digitization, the conduit is no longer necessarily linked to .the content. Old pipes are converging, wireless pipes are emerging, and the Internet is placing control in the hands of users, consumers, and viewers. These changes are being driven more by technology and business models than by government. But the policies of fostering competition, while taking a hands-off approach to the Internet and information services, have facilitated many of these changes. What regulations ought to apply in a converging world? How do we avoid the unintended consequences of our actions? And what is the role of the regulator? What should we be doing at this critical juncture? All are the most important things we should carefully think about, especially the balancing of opening markets, the deployment of new technologies, and the interests of consumers. Finally, as new technologies alter the communications landscape, we will be ever vigilant to prevent the creation of bottlenecks that block fair access to essential facilities and slight the value of free speech –even commercial speech in the new Information Era.
期刊論文
1.林子儀(1987)。商業性言論與言論自由。美國月刊,2(8),24。  延伸查詢new window
2.Burgoon, J. K.(2000)。Interactivity in human-computer interaction: A study of credibility, understanding, and influence。Computers in Human Behavior,16(6)。  new window
3.黃銘傑(19980100)。美國法上的言論自由與商業廣告--兼論司法院大法官會議釋字第四一四號解釋。國立臺灣大學法學論叢,27(2),347-393。new window  延伸查詢new window
研究報告
1.行政院主計處(20040329)。國情統計通報。  延伸查詢new window
學位論文
1.謝國廉(1999)。美國商業廣告與言論自由權之研究(碩士論文)。國立臺灣大學。  延伸查詢new window
2.陳澤榮(2004)。國家對商業性言論的管制界限--以強制菸品警示說明與禁止廣告為中心(碩士論文)。國立成功大學。  延伸查詢new window
圖書
1.王德馨(1965)。廣告學。臺灣省立中興大學工商管理學系。  延伸查詢new window
2.李鴻禧(1999)。憲法和人權。元照。  延伸查詢new window
3.樊志育(1983)。廣告學新論。  延伸查詢new window
4.Hiebert, Ray Eldon、Ungurait, Donald F.、Bohn, Thomas W.、潘邦順(1995)。大眾傳播媒介。風雲論壇。  延伸查詢new window
5.Straubhaar, Joseph、LaRose, Robert(2002)。Media now: communications media in the information age。Wadsworth/Thomson Learning。  new window
6.Katsh, M. Ethan(1989)。The Electronic Media and the Transformation of Law。Oxford University Press。  new window
7.O'Guinn, Thomas C.、Allen, Chris T.、Semenik, Richard J.(2003)。Advertising and Integrated Brand Promotion。South-Western。  new window
8.葉日武(1998)。行銷學:理論與實務。前程企業管理有限公司。  延伸查詢new window
9.Baldwin, Thomas F.、McVoy, D. Stevens、Steinfield, Charles、謝奇任、唐維敏、甘尚平(1997)。大匯流:整合媒體、資訊與傳播。台北:亞太圖書。  延伸查詢new window
10.顏伯勤(1990)。廣告學。台北:三民書局。  延伸查詢new window
11.林子儀(2002)。言論自由與新聞自由。台北:元照。new window  延伸查詢new window
12.尤英夫(2000)。廣告法之理論與實務。尤英夫。new window  延伸查詢new window
13.許安琪、樊志育、鄭自隆(2002)。廣告學原理。揚智文化事業股份有限公司。  延伸查詢new window
14.Arens, William F.(2002)。Contemporary Advertising。McGraw-Hill。  new window
15.Posner, Richard Allen(1992)。Economic Analysis of Law。Little, Brown and Company。  new window
16.Picard, Robert G.、馮建三(1994)。媒介經濟學。臺北:遠流出版事業股份有限公司。  延伸查詢new window
17.Botein, Michael(1998)。Regulation of the Electronic Mass Media: Law and Policy for Radio, Television, Cable, and the New Video Technologies。West group。  new window
圖書論文
1.Heeter, C.(1989)。Implications of new interactive technologies for conceptualizing communication。Media Use in the information Age: Emerging Patterns of Adoption and Consumer Use。Hillsdale, NJ:Erlbaum。  new window
 
 
 
 
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