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題名:網路電視收視指標之探討─「新傳播科技」與「媒介使用行為」之思辨
作者:陳毓麒 引用關係
作者(外文):Yu-chi Chen
校院名稱:世新大學
系所名稱:傳播研究所(含博士班)
指導教授:蔡念中
學位類別:博士
出版日期:2010
主題關鍵詞:新媒介網路電視媒介使用行為互動收視質欣賞new mediaWeb TVmedia usage behaviorinteractionquality rating surveyappreciation index
原始連結:連回原系統網址new window
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因傳播科技的快速變遷,「傳統電視」的本質更動了,而依賴網路所滋生的「網路電視」更是朝向的「多頻道」(multichannel)收視環境邁進。在早期「收視率」一直是被用來測量閱聽人收視行為的重要方式。雖然「收視率」一直被廣為運用在閱聽人的收視行為上,不過伴隨而來是許多的批評聲浪。為了彌補傳統收視調查的不足,一些國家如英國、美國、加拿大和法國,已開始設計不同的調查方法,以期獲得收視行為在質量方面的評價信息,其代表便是「收視質」的研究。雖然,「收視質」它主要在於彌補「收視率」調查的不足。不過,長久以來世界各國「收視質」的調查,並沒有確立一套廣為認可及能夠實際執行的電視節目品質調查,而成為廣電學術界與實務界共同的缺憾。為了彌補以上之缺點,所以本研究整理國內、外「收視質」的相關文獻後,藉以找尋「收視質」理論上的基礎。並且建構出適合測量網路環境收視行為的「收視質」指標。
在本研究中,指出「互動」是現今網路使用者最主要的特質,同時本研究也認為「相應文本而生」的媒介使用者視野,才是網路電視世界中應有的閱聽人觀。其次,本研究也指出,新媒介環境中應有的收視行為研究,必頇同時考量到「媒介使用者」與「媒介內容」的相互關係。另外,在本研究中,也結合現今網路媒介使用環境的特質,推導出「欣賞」才是比較適用於「網路電視」「收視質」的測量;並從藝術哲學與管理學領域借火,藉以建立「欣賞」的學理基礎。而後,本研究將所界定的「欣賞」概念,結合「文字探勘法」與「同源資料」之技術與資料,並透過深度訪談、專家效度、以及線上收視調查等質與量之方法,發展出「欣賞指標」應包含的測量面向。最後,本研究也用所發展出來的「欣賞指標」,針對「綜藝類」與「戲劇類」兩大節目類型進行測詴,從而彌補過去「收視質」研究,對這兩類型節目研究的不足。
The fast-growing communication technology has made the rise of Web television an irresistible new medium, which has led to a "multichannel" viewing environment. Traditionally, assessments of television viewing behaviors have always been dominated by quantitative approaches, such as rating survey, and yet numerous criticisms toward the approaches pointed out that the actual quality of viewing has been rather neglected. To supplement the traditional rating research, a number of nations, such as the U. K.; the U. S., and France, started to gauge alternative methods to qualitatively assess audiences' viewing behaviors; the most noticeable is the Quality Rating Survey (QRS). Despite that the main purpose of QRS is to complement traditional rating survey, there has been a regret that no commonly agreed or implementable to evaluate television program qualities has been constructed in the television industry. To offset the deficiency, this study intends to review and refer to related research literature for an appropriate theoretical basis, and to further construct a feasible set of index for quality measurement of Web television viewing.
This study argues that "interactivity" marks the main characteristics of Internet use, and suggests that the concept of "intertextuality" in media uses provides a view point for the Web TV audience. The study further points out that research on viewing behaviors in the new media environment has to take the relation between "media users" and "media contents" into account. In addition, through adapting the conceptual foundation from the domains of philosophy of art and management, the current study proposes that "appreciation" should be taken as the core value for quality rating assessment on Web television. Techniques of“Text mining”and“Single source”were employed to extract the dimensions of appreciation, and in-depth interviews; experts' validity, and online rating survey were conducted to develop measureable constructs to include in the "appreciation index." Finally, in order to ensure the empirical value and applicability of the instrument, the study tested the appreciation index on two major but easily neglected television genres: variety/entertainment shows and dramatic programs, and thus complements the line of quality rating research on Web television.
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