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    题名: 野性的媒介創業者：台灣有線電視系統先驅者口述傳記研究
    The Savage in Media Entrepreneur: The Oral Biographical Reconstruction of Cable Television Pioneers in Taiwan
    作者: 張煜麟
    Chang, Yu Lin
    贡献者: 陳百齡
    Chen, Pai Lin
    張煜麟
    Chang, Yu Lin
    关键词: 媒介創業
    有線電視
    口述傳記法
    傳播史
    報
    創業能動性
    Media Entrepreneurship
    Cable Television
    Oral Biographical Method
    Communication History
    Pao
    Entrepreneurial Agency
    日期: 2011
    上传时间: 2012-12-03 11:18:30 (UTC+8)
    摘要: 本研究擬從經濟社會學和創業研究等觀點，對台灣有線電視系統先驅者所進行的媒介創業行動進行考察，嘗試說明早期有線電視系統業者媒介創業行動的行動邏輯，以及揭露其創業行動邏輯的社會根源。
    通過媒介創業行動意涵的討論，並彙整當代創業研究的論述，以及參考場域、資本與慣習等概念，本研究將媒介創業行動的考察，聚焦在媒介創業歷程中文化資本、社會資本與象徵資本等不同類型的創業資本，如何進行交換的問題上。
    關於研究方法與研究對象的選擇，本研究以口述傳記研究法來蒐集有線電視系統先驅者的媒介經驗，並以台灣選擇社區共同天線系統業者，作為研究的個案。通過對於研究個案的訪談與傳記資料的重構，以及口述傳記訪談法的應用，本文嘗試重建早期有線電視系統業者之媒介創業經驗的整體形貌。
    經由對業者之媒介創業經驗的解析，本研究嘗試揭露早期有線電視系統業者所從事之媒介創業的行動邏輯，並推論出：「技術能動性的作用」、「情感互惠的中介」、「『報』的社會常規的應用」、「自尊與歸屬之創業情感的自我期望」等意義結構，是解釋台灣有線電視系統媒介創業行動的關鍵行動邏輯。
    進一步，對於媒介創業行動邏輯的社會根源問題，本研究嘗試扣連台灣在地社會的文化傳統，發現在地社會中所強調「人情主義」、「義氣習性」與「技藝精神」等常民規範性，是驅動媒介創業歷程中「情感互惠」、「回報常規」習性與技術能動性的社會文化根源。
    結語，本研究指出，受到創業冒險、自信與樂觀等情感因素所導引的台灣有線電視系統先驅者，他們實為一群具有「即興展演」的行動能力，並以文化常規中的「情義」邏輯，來進行創業行動的「野性」的媒介創業者。而相異於當代主流創業論述強調工具理性、資源有效運用的行動思維，這群「野性」的媒介創業者，他們勇於突破政策管制的困境，巧於利用技術物之功能的能力，是他們之所以能夠通過技術與市場的高度不確定性，以及媒體管制政策的壓力，成功進行媒介創業行動的能動性根源。
    最終，扣連到傳播生態發展史的論述，本研究發現，這群帶有野性精神的媒介創業者，不僅具有啟動不同資本之交換行動的能動性，他們所具有的創新與創造性行動的力量，更是馴化新傳播的科技特性，使傳播科技得以轉化為日常生活之媒體的關鍵力量。
    This study aims to investigates media entrepreneurial phenomenon which caused by the rise of new communication technology by the viewpoints of economic sociology and entrepreneurship. Based on the unfolding of the oral biography from the cable television pioneers in Taiwan, this study illustrates the action logics of social exchange about media entrepreneurial activities in Taiwan.

    Discussed on the contemporary communication phenomenon, entrepreneurship theories and economic sociology theory, this study illustrating the meaning of media entrepreneurship in history, figuring out the overview of media entrepreneurship study, describing the view of ‘media workers as media entrepreneurs’, discussing the meaning and types of ‘media entrepreneurs’, identifying three theoretical dimensions in media entrepreneurial processes, and summarizing the framework of analyzing the media entrepreneurial processes by using the concepts from cultural capitals, social capitals, and symbolic capitals.

    According to the work of structural analysis of narration, case reconstruction, and concept crystallization, this study finds: ‘the function of technical agency’, ‘the intermediary of entrepreneurial emotion’, ‘the application of Pao from social codes’, and ‘the project of self esteem and belonging ’ are the core meaning structures about the action logics of Taiwan Cable Television pioneers.

    About the problems on social origins of the media entrepreneurial process in Taiwan Cable Television pioneers, this study also finds: ‘the ontology of emotion’, ‘the rules of cultural Yi-Chi disposition’, and ‘the spirit of craftsmanship’ are the social origins from local culture in Taiwan.

    In conclusion, this study points out that these pioneers afford the improvisation for the potential of communication technology, and they can domesticate the wildness of new media technology. Further, they can perform the innovation and creative power to encounter the technology-market uncertainty, and overcome the regulation from government.

    Finally, this study name there pioneers in Taiwan Cable Television as the ‘Savage in media entrepreneur’, they possess the strong entrepreneurial agency, and they can build the new media ecology for future.
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