檢視台灣電視產業模仿同形現象－以綜藝談話性節目為例

Abstract

「模仿同形」理論說明了組織面對高度不確定性時，如何藉由模仿其他組織的策略，以降低競爭壓力對組織的傷害。然而，在這股順應產業制度的過程當中，組織採用相同策略後，會逐漸呈現出同質性的面貌。本研究即根據模仿同形理論的架構，針對 2010 年台灣綜藝談話性節目《王牌大間諜》、《今晚誰當家》、《康熙來了》、《麻辣天后宮》、《國光幫幫忙》、《得獎的事》進行內容分析，以了解在極度競爭的電視媒體產業，組織是否會採取同形的策略，瓦解不確定性的影響。研究結果顯示，台灣綜藝談話性節目間存有互相模仿的情形，其中，以「從眾式模仿」和「從效式模仿」的表現較為明顯，顯示節目會參照產業間普遍流行的策略，並跟隨收視率表現進行模仿。此外，本研究也觀察到同時段節目間的「從型式模仿」雖不明顯，但仍可發現不同時段節目間競爭強度有差異，模仿程度和提出創新策略的程度也有所差別。

The theory of mimetic isomorphism states that when faced with environmental uncertainty, organizations in the same environment tend to imitate each other’s actions to reduce risks, which results in the phenomenon of mimetic isomorphism in the market. Using this theory as the theoretical framework, this study adopted the method of content analysis to investigate mimetic isomorphism in Taiwan’s television variety shows. The data analysis shows that the frequency-based imitation and outcome-based imitation were the most frequently adopted types of imitation in Taiwan’s Variety shows. This study also found that when media organizations imitated other organizations' actions, they took their resources and their programs' positions into consideration and thus, just copied those actions that were applicable to their programs. More findings were discussed in the thesis.