政治性叩應電視節目內容的結構分析－以「2100全民開講－大選大家談」為例

Abstract

本研究的主要目的是透過結構功能的觀點，探討政治性叩應電視節目內容：主持人的守門過程；來賓的政治說服；觀眾對節目內容的反應。 本研究以TVBS在第三屆立委選舉期間，製作「2100全民開講－大選大家談」節目為研究範圍。採用內容分析法分析隨機抽樣11集的節目內容，包括4集秀應節目及7集叩應節目。 資料經統計分析發現： 一、節目主持人的守門過程，能秉持公正、客觀原則，沒有偏袒特定政黨。 二、三黨的政治說服策略有顯著差異。 三、觀眾對三黨的評價有顯著差異。 四、影響討論氣氛的因素有節目型態、選舉時間、計論議題。 綜合研究結論，媒介經營者以公正、客觀的立場，提供民眾一個公平接近使用媒介的機會，具有紓解民眾不滿情緒，反應民意所趨，達成穩定社會功能。但仍應注意：媒介所建構的社會，與真實社會頗有差距；秀應節目現場，易生事端；民意會有被操控、扭曲的現象等負面現象。

The main purpose of this study is to analyze the contents of political call-in television programs from the perspective of structural funtctionalism. The focus includes the gate-keeping process by the moderator, the politial persuasion of the guests and the response of the audiences. This study was based on the television program-2100 People Speak produced by TVBS during the third legislator election. Eleven episodes, including 4 show-ins and 7 call-ins, were randomly selected from the total 35 episodes and content analyzed. The research results include: 1. The moderator showed no political preferences. 2. The persuasive strategies of the three parties, the KMT, the DPP and the NP, were significantly different from one another. 3.The audiences' comment to the three parties were significantly different. 4.The atmosphere of discussion was influenced by the type of program, election date and issues of discussion. The results suggested that the media offer the public a fair and objective opportunity to expres their complaints about the society, which maintains social stability, Howerer, it is noteworthy that: (1)there is a difference between media reality and social reality; (2)it is difficult to keep show-in programs undercontrol; (3)the public's opinion could be easily manipulated and distorted.