台灣客家廣播媒體之組織資訊傳播科技的使用研究

Abstract

本研究採用內容分析法與深度訪談法，分析臺灣三家中功率客家廣播電臺：「寶島客家廣播電臺」、「新客家廣播電臺」及「大漢之音廣播電臺」使用社群媒體對外溝通，以及使用資訊傳播科技進行組織內部溝通的現象及成效。本研究分析三家電臺之臉書專頁或臉書社團所產製的貼文內容，並訪談三家電臺的管理階層。研究結果發現：三家電臺的臉書貼文類型以資訊型訊息為最大宗，最少的是行動型訊息。至於臉書訊息所提供的效益，則以社會心理為最大宗，金錢的效益最少。三家電臺成員在組織內部溝通的資訊傳播科技方面，會使用LINE、E-mail、Google Drive、電話、手機、Fax、以及臉書。組織資訊傳播科技之於三家電臺之對內與對外的組織傳播過程，具有相當正面的自我評估與認知效應。

The current study examines the impact of computer-mediated communication (CMC) on the Taiwanese Hakka radio broadcasting stations in terms of their uses of the social media (Facebook)

as well as the uses of information and communication technologies (ICTs) in the organizational communication processes. The current study employs methods of content analysis and in-depth interviews to three mid-power FM Hakka radio stations: Formosa Hakka FM93.1 in Taipei

New Hakka Radio FM93.5 in Taoyuan

and Voice of Hakka FM97.1 in Miaoli. Specifially

the current study analyzes the content of the postings of their social media (Facebook page or Facebook group)

and conducts in-depth interviews with the management of the three radio stations to investigate the proposed research questions. The research fidings indicate that the target radio stations apply social media (Facebook) to communicate to the public mainly by posting informational type of messages and mostly providing with socio-psychological benefits through the postings. The information and communication technologies including E-mail

LINE

and Facebook are frequently used by the management and employees of the three radio stations to facilitate organizational communication effectiveness.