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政大機構典藏 > 傳播學院 > 廣告學系 > 期刊論文 > Item 140.119/76545

Please use this identifier to cite or link to this item: https://nccur.lib.nccu.edu.tw/handle/140.119/76545

Title:	The pursuit of knowledge, identification or entertainment? An exploration of political call-in program content and audiences` viewing motives
Authors:	Chang, Chingching;Lo, Ven-Hwei 張卿卿;羅文輝
Contributors:	廣告系;新聞系
Date:	2007-10
Issue Date:	2015-07-13 17:03:15 (UTC+8)
Abstract:	Developing usage and gratification theories, this paper explored the content of political call-in shows and audiences` viewing motives. The content analysis indicated that call-in programs in Taiwan exhibited the following aspects: (1) they discussed more breaking news than general public policies; (2) they contained party biases; and (3) they framed topics in a negative light. With regard to these findings, we propose that there are three major motives for watching political call-in programs: seeking knowledge, looking for party identification and serving as entertainment. A telephone survey found that seeking knowledge was a significant predictor of viewing frequency. In addition, age and education predicted the degree to which viewers sought knowledge from watching call-in programs. Party identification forecasted the degree to which viewers sought identification from watching these programs.
Relation:	Mass Communication Research, 93, 83-139
Data Type:	article
Appears in Collections:	[廣告學系] 期刊論文

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