本研究先以文化研究的角度，探討電視新聞一窩蜂報導的成因與閱聽人的收視情形。透過 次級資料分析的方式，發現媒體一窩蜂報導的主因，起於媒體市場的惡性競爭與收視率新聞學 的惡習。本研究茲分述一窩蜂報導產生之同質新聞的起因、表現和影響，並提出新聞同質化所 衍生出包含經濟、時間及情感的三大傷害。另發現新聞來源窄化和戲劇化包裝，是當前媒體兩 大詬病。接著本文藉2013 年的洪仲丘案為研究議題，透過多面向接收分析模式的架構，使用深 度訪談法，訪談產官學界三方之意見領袖，發現電視閱聽眾會依據個人過去經驗或背景，特別 關注與其具關連性之媒體文本。一旦觀眾對媒體議題感興趣，一窩蜂報導將加大媒體議題設定 的效果；反之，則會引起反感。縱然一窩蜂報導可以加快訊息的傳遞及宣揚理念或更新即時資 訊；但若報導的社會議題過於聳動，恐導致群眾恐慌和階級對立。最後，本研究發現同質新聞 的數量與參與社會運動的人數呈現正向的關係，越多的報導將能有效呼籲越多觀眾自發性參與 街頭運動。

This research presents the reasons of pack journalism and receiving situation of audience from a point of view of cultural study. The researcher uses secondary analysis to figure out the causes of pack journalism which are the media competitive environment and rating-journalism. This study describes the origins, performance, and effects of homogeneous news. On the other hand, it also argues three dimensional weaknesses of news homogenization which are economy, time, and emotion. Otherwise the researcher claims that there are two deficiencies of Taiwanese media which are narrow sources and dramatic news. Moreover, this study is based on multi-dimensional reception model to examine the impact of the case of Hung, Chung-Chiu. By in-depth interviews, this study finds out that the audience is concerned about the news which is related to their personal experience and background. If they are interested in the topic of the news, they are willing to watch the homogenous news. However, pack journalism could be used to propagate an idea or a concept, but if it is used in criminal news topic, then it will cause public panic. Eventually, the conclusion points out that there is a positive relation between the amount of news and the number of participants which joined the social campaign.