政大機構典藏-National Chengchi University Institutional Repository(NCCUR):Item 140.119/106485

政大機構典藏-National Chengchi University Institutional Repository(NCCUR):Item 140.119/106485

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政大典藏 > College of Communication > Master`s Program in Communication > Theses > Item 140.119/106485

Please use this identifier to cite or link to this item: https://nccur.lib.nccu.edu.tw/handle/140.119/106485

Title:	在地化行不行？ —影視消費與身份認同之關係探討 Does Localization Work? An Exploration into Relationship between Media Consumption and Identity
Authors:	張家誠 Chang, Chia Cheng
Contributors:	張卿卿 Chang, Ching Ching 張家誠 Chang, Chia Cheng
Keywords:	自我一致性自我概念文化認同在地化 Self congruency Self concept Cultural identity Localization
Date:	2016
Issue Date:	2017-02-08 16:52:32 (UTC+8)
Abstract:	2014年，台灣FOX頻道播出美國長青諷刺卡通《辛普森家庭》，以其台味十足的配音風格而紅極一時。台灣《辛普森家庭》揉合了在地當時流行的時事話題，與原版內容大相逕庭，卻深受台灣觀眾喜愛。然而，即使廣受歡迎，台版《辛普森家庭》也為部分觀眾所批評，認為其喪失原版樣貌，在網路上亦興起一波攻擊與護航熱議。過去研究指出，人們傾向接觸與自己相近的事物，也比較喜歡這樣的內容（Markus & Wurf, 1987; Chang, 2002, 2005, 2008a, 2011）。據此，本研究以雜揉兩種文化的影視文化產品出發，試圖於自我一致性理論（Self Congruency Theory）版圖中加入影視消費一環。因此，本研究以「知覺影片文化」與「既存文化認同」之交互作用切入，欲了解兩者之間的關係。此外，本研究亦試圖剖析閱聽人觀影時的心理機制，加入閱聽人觀影後的認知反應（自我參照、自我－影片連結、心理距離）與情感反應（正向情緒、觀影享受），測試其對於影片態度的效果。本研究採單因子實驗設計，以「知覺影片文化」為自變項，以「文化認同」為調節變項，兩者之交互作用項作為分析之用；此外，亦探討自我參照、自我－影片連結、心理距離、正向情緒、觀影享受等五概念對於影片態度之中介效果。研究結果指出，知覺影片文化與文化認同之交互作用並未能顯著預測影片態度，文中討論研究限制所在與未來研究建議。
Reference:	中文部分文化部（2014）。《102年電視產業調查》（編號：1010400392）。臺北：文化部影視及流行音樂產業局。李天鐸（2002）。〈有線電視的產業命脈是內容，不是硬體〉。《國改分析》。李政忠（2003）。〈以「連結」觀點思考媒體業者在全球化趨勢中的經營策略〉。《新聞學研究》，75: 1-36。陳炳宏（2002）。〈台灣電視產業組織與經營管理之變遷〉，《台灣電視四十年回顧與前瞻研討會論文集》，351-378。黃琮軒（2015）。《辛普森家庭在台灣：翻譯、改編、全球在地化的探討》。輔仁大學跨文化研究所翻譯學碩士論文。褚姵君（2004年11月29日）。〈台北電視節市場開鑼賣10集台劇才夠買1集韓劇〉。《民生報》，C2版。楊起鳳（2005年6月6日）。〈鄭文華：台劇拿什麼跟韓劇比〉。《星報》，11版。顏雅玲（2005）。《從創造文化經濟的角度論台灣電視戲劇產業之革新：以韓劇發展模式為例》。政治大學廣播與電視研究所碩士論文。英文部分 Chang, C. (2000) The effects of personality on product evaluations. Advances in Consumer Research, 28, 26–33. Chang, C. (2002). Self congruency as a cue in different advertising processing contexts. Communication Research, 29, 503–536. Chang, C. (2005a). The moderating influence of ad framing for ad-self congruency effects. Psychology & Marketing, 22(12), 955-968. Chang, C. (2005b). Seeing the small picture: ad-self versus ad-culture congruency in international advertising. Journal of Business and Psychology, 20(3), 445-465. Chang, C. (2008a). Chronological Age Versus Cognitive Age For Younger Consumers: Implications for Advertising Persuasion. Journal of Advertising, 37(3), 19-32. Chang, C. (2008b). The global look: the effectiveness of ads featuring western models and English brand names in an Asian market. Journal of Advertising Research, 48, 199–214. Chang, C. (2012). Is that website for me? Website-self-congruency effects triggered by visual design. International Journal of Advertising, 31(4), 835-860. Debevec, K. & Iyer, E. (1988) Self-referencing as a mediator of the effectiveness of sex-role portrayals in advertising. Psychology and Marketing, 5, 71-84. Debevec, K. & Romeo, J.B. (1992) Self-referent processing in perceptions of verbal and visual commercial information. Journal of Consumer Psychology, 1, 83-102. Diener, E. (1999). Introduction to the Special Section on the Structure of Emotion. Journal of Personality and Social Psychology, 76(5), 803-804. Dwivedi, A., Johnson, L. W., & McDonald, R. E. (2015). Celebrity endorsement, self-brand connection and consumer-based brand equity. Journal of Product & Brand Management, 24(5), 449-461. Escalas, J. E. (2004), “Narrative processing: building consumer connections to brands”, Journal of Consumer Psychology, 14(1), 168-180. Escalas, J.E. & Bettman, J.R. (2003) You are what they eat: the influence of reference groups on consumer connections to brands. Journal of Consumer Psychology, 13, 339–348. Escalas, J. E., & Bettman, J. R. (2009). Connecting with Celebrities: Celebrity Endorsement, Brand Meaning, and Self-Brand Connections. Retrieved from http://elab.vanderbilt.edu/Documents/PDF/Connecting%20with%20Celebrities%20-%20Celebrity%20Endorsement,%20Brand%20Meaning,%20and%20Self-Brand%20Connections%20%5BEscalas,%20Bettman%5D.pdf Hall, S., Held, D., Hubert, D., & Thompson, K. (1997) Modernity: An Introduction to Modern Societies. UK: Blackwell Publishers Ltd. Hoskins, C., & Mirus, R. (1988). Reasons for the US Dominance of the International Trade in Television Programmes. Media, Culture and Society, 10, 499-515. Iwabuchi, K. (2002). Recentering globalization: Popular culture and Japanese transnationalism. Durham, NC: Duke University Press. Lewin, K. (1951). Field theory in social science. New York, NY: Harper. Matthews, G., Jones, D. M., & chamberlain, A. G. (1990). Refining the measurement of mood: The UWIST Mood Adjective Checklist. British Journal of Psychology, 81, 17-42. Tajfel, H. (1978). Differentiation between social groups: Studies in the social psychology of intergroup relations. London: Academic Press. Lu, X., & H. P. Lo. (2007). Television Audience Satisfaction: Antecedents and Consequences. Journal of Advertising Research 47(3), 354-363.
Description:	碩士國立政治大學傳播學院傳播碩士學位學程 103464033
Source URI:	http://thesis.lib.nccu.edu.tw/record/#G1034640331
Data Type:	thesis
Appears in Collections:	[Master`s Program in Communication] Theses

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