主流媒體之資源分配︰檢視科學新聞產出與競爭優勢

Abstract

本研究以資源基礎觀點為分析基礎，試圖了解主流媒體科學新聞產出的現況、產製科學新聞的資源投入狀況、資源運用差異所形成的競爭優劣勢，以及科學新聞產製與市場競爭力的關聯性。本研究採用深度訪談法和問卷調查法蒐集台灣十七家主流媒體的資料，結果發現主流媒體的科學新聞偏重報導天災和醫療，報導階段集中在科學活動的下游產物，且以影響社會、全人類的議題最受關注。在資源分配上，主流媒體對財產基礎資源的投入每況愈下，只有少數媒體具備與科學專門機構合作、對科學新聞抱持正面態度、或主管擁有多年科學記者經驗等條件，企圖創造知識基礎資源的競爭優勢。而相較於獨特性資源，系統性資源所具備整合、協調的特質更受到媒體公司產製科學新聞時的青睞。然而透過相關係數分析發現，主流媒體之科學新聞產出和其市場競爭力並無顯著關係，本研究質疑主流媒體產製科普傳播內容的意願。

Using a resource-based view, this study attempts to examine the current state of science news output, resources allocation about science news making, competitive advantages and disadvantages stemmed from resources allocation differences, and the correlation between science news output and market performance. By conducting in-depth interviews and surveys in 17 mainstream media of Taiwan, this study found that most media while reporting science news focused on natural disasters and health, concentrated on the downstream levels of science activities, and riveted their attentions on topics concerned by society and human beings. Besides, mainstream media are allocating few property-based resources to science news; and only a few media which collaborated with professional science institutions, which maintained positive thinking about science news, or whose top managers had science reporting experiences could exert competitive advantages from systematic and knowledge-based resources. Since a correlation coefficient analysis shows that science news output and market performance are not significantly correlated, the study concerns the willingness of mainstream media producing content for science communication.