地方有線電視客語新聞之閱聽人收視行為研究：以大苗栗客家話新聞為例

Abstract

在主張媒體近用的社會和政治氛圍之下，近年來國內族群傳播受到重視與實踐，製播客語新聞節目絕對有其地方服務與族群凝聚的價值。苗栗地區的地方有線電視業者，吉元、信和有線電視台製播客語新聞已有16年，肩負著族群和地方媒體的雙重角色。但隨著產業環境的改變、經營競爭與收視率壓力，客家傳播研究應更加正視業者經營的實務問題。 本研究以苗栗有線電台視的「大苗栗客家話新聞」作為研究對象，探討人口變項與閱聽人收視行為、偏好、動機之間的關連和影響因素，共計完成1011份有效問卷。研究發現：（1）大苗栗客家話新聞的主要收視群為：中壯年（31~50歲）、中收入（每月2萬至5萬元）、大學院校學歷、服務業與軍公教人員，具備客語能力的客家人為多數。（2）受訪者收看大苗栗客家話的頻率以偶爾為多數，晚間時段收看，較喜歡生活新聞，主要動機以「關心地方議題」、「關心社區活動」資訊型與「支持客語文化」社交型為主。（3）收視行為、偏好、動機會因人口變項而有所不同；收視頻率、偏好與收視滿意之間存在正相關，與動機亦存在正相關；收視滿意與收視動機存在正相關。 經由勾勒出苗栗地區客語地方新聞節目的閱聽人收視行為，本研究建議地方有線電視業者應：1、加強社區民生議題報導；2、增加專題製作以吸引不同收視族群；3、加強記者客家母語發音訓練；4、強化族群媒體內涵；5、善加尋求製作資源。研究結果除有助有線電視台、族群媒體經營者對市場需求的掌握，規劃新聞節目製播方向及效益；更從分析特定族群對非主流媒介的實際使用情況，增加學術上對地方客語新聞節目閱聽人的理解，拓展國內族群傳播研究的完整性。

Miao Li is the most traditional and representative Hakka village in Taiwan. The local cable TV, Chi Yuan and Shin Ho, have started their Hakka News Broadcast since 1994. To help the regional ethnic news broadcaster to formulate a better news production strategy, the study aims to illustrate its audience’s viewing behaviors, including demographical background, viewing behaviors and news preferences. Based on a total number of 1011 samples, the study found: (1) the major audiences of Miao-Li Hakka News are in the age of 31 to 50, with college degree and average income is 20 to 50 thousands per month and have good language ability in Hakka; (2) most of the audiences watch Hakka news occasionally during the night time. They prefer life information reports and their viewing motivations are “concerning local issues”, “concerning community activities” and “supporting Hakka culture” (3) Their viewing behavior, preference and motivation are different by personal characters and the viewing gratification is positively correlated with viewing frequency, preference . Viewing motivation is positively related with their viewing frequency and preference. By having a clearer understanding of the audience, the study, therefore, suggests that regional ethnic TV news should: （1）increase programs regarding communities and daily lives;（2）increase in-depth reports to attract different audience groups;（3）improve language pronunciation training of reporters;（4）enhance the content of ethnic reports;（5）stress the value of ethnic media and program promotion in cooperation with the government and local community.