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    題名: 全球化趨勢下媒介行為比較研究
    其他題名: A Comparative Study of Media Use in the Age of Globalization
    作者: 汪琪
    貢獻者: 國立政治大學新聞學系
    行政院國家科學委員會
    關鍵詞: 全球化;閱聽人;媒介行為
    globalization, audience analysis, media behavior
    日期: 2008
    上傳時間: 2012-10-17 11:39:06 (UTC+8)
    摘要: 過去有關媒介全球化研究大多將重點放置在跨國媒體與文化產業的擴張、以及影音產品所形塑的文化想像。直到近年才有學者注意到例如華語、西班牙語、與阿拉伯語等文化/語言市場的出現、以及本土電視產業在許多地區蓬勃發展的現象。上述現象意味著絕大多數奉行自由主義經濟體制的社會都同時存在著三個流動、相互影響的文化市場：本土的、同一文化/語言/區域的、以及全球的。由於跨國合作、策略聯盟興起，對閱聽人而言，不但他們的選擇增加、產品文化特性也逐漸模糊；閱聽人如何回應這些變化？ 文獻中對於全球化趨勢下時空的壓縮有頗多論辯，但是在反全球化運動風起雲湧、宗教與族群衝突一觸即發的情況下，鮮少有研究深入瞭解置身在這全球化的下的「個人」、也是閱聽人的親身體驗；究竟他們的全球化經驗及看法如何──金融、經貿、與文化產業跨越國界的發展是深化、維持、還是模糊了想像的時空距離？而這些因素與媒介行為有有什麼關連？這都是我們進一步瞭解全球化與全球文化發展的關鍵。 本研究計畫在台灣之外，選擇不同文化/語言/區域市場的一個國家，例如沙烏地阿拉伯與/或阿根廷，經由跨國問卷調查作比較分析。
    In the past the focus of most studies on media globalization has been placed on the expansion of transnational media and cultural industries, and the cultural image created by audio-visual materials. It is not until recent years that the emergence of language/cultural/regional cultural markets such as the Chinese, Spanish and Arabic markets, and the thriving local television industries. These developments indicated that today in most of the societies adopting a liberal economic system, there exist three interacting cultural markets: the local, the lingual/cultural/regional, and the global. When cross-national cooperation and strategic alliance in cultural production grew popular, the audience is not only faced with an oversupply of media content, the cultural distinctions of audio-visual products are also increasingly blurred. How does an audience respond to these changes? Also of concern is the much debated issue of time-space compression in a global era. So far there has been little research focusing on the experience of the individual--who is also member of an audience. What does the audience feel about globalization--is the transnational development of finance, trade and cultural industries deepening, maintaining, or blurring the imagined time-space distance, and how are these experiences and perceptions related to media use? All these are key to our further understanding of globalization and the future of global culture. It is proposed that empirical data will be gathered from a country in one of the Arabic and/or Spanish cultural market, e.g., Saudi Arabia or Argentine.
    關聯: 應用研究
    學術補助
    研究期間:9708~ 9807
    研究經費:1352仟元
    資料類型: report
    顯示於類別:[新聞學系] 國科會研究計畫

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