關西鎮共同天線早期拓展之研究-業者生命史的觀點

Abstract

本研究從社會型塑的觀點出發,說明社會因素(如人際互動,消費者使 用等)對共同天線該項傳播科技發展的影響。本文以"商品"概念作為分析 的途徑,並提出一個業者天線服務概念的參考架構模式,將天線系統的發展 區分成三個階段。並以業者經營共同天線的實際經歷,說明天線服務商品 概念的轉變。最後,本文從經濟文化面及科技的社會型塑觀點提出天線商 品概念轉變的解釋。 從商品的概念分析可以發現"共同天線"不論在形 式或內涵上,從三家無線電視臺的概念到後來三台以外頻道節目的產生,歷 經了重大變化。而早期業者與居民對"天線"(服務)的模糊概念及深具人情 與彈性的收費行為,也可以作為今日有線電視明確交易模式的對照。 而從經濟文化的角度探討共同天線的消逝可以發現,早期鄉村地區濃厚的 人情及密切的互動在進入崇尚個人消費的工商社會後,已經逐漸淡薄。此 時,在鄉間經營的傳統天線也逐漸合併漸合併,終於為擁有高資本的有線電 視系統經營者所取代。 而從科技的社會型塑觀點則可以發現兩點。第 一,新社會需求的產生造成了天線系統出現。居民新收視需求的產生,使得 業者必須發展出令他們滿足的天線系統。第二,新的社會使用會改變天線 服務的商品內涵。居民透過天線系統獲得三台以外的資訊節目,這項新的 使用使得天線的商品內涵產生了改變(例如從依附三台到超越三台)。 概而言之,早期共同天線的發展與轉變是天線業者,當地居民,與社會三者 之間不斷互動過程中所結出的果實，而這樣的說法亦符合Williams對電視 科技出現情形的觀察。 From the viewpoint of social shaping of technology, this paper makes discussions on the social force(e.g., huamn interactions and uses of consumers)that influence the development of "CATV" in that community.The concept of commodity is used as an analyzing method; also, a model that combines the frames of reference towards the 3 stages of development of "CATV" is presented.Later, the operator's personal "CATV" maintaining experiences are portrayed.Finally,this paper makes its explanations on the changing commodity concept of antenna services from the economic and cultural perspectives. From the concept of commodity,we find CATV had gone through a great change from the concept of thw3 wireless TV station programs to that of programs else,both in form or in content. Besides, the vague concept towards "antenna services "and the flexible charging model between the operator and the inhabitants maywell give a comparison to the CATV systems which have distinct exchangingmodels today. From the viewpoint of economic- cultural aspect, the decline of the CATVmay have relationships with the changing environment from the agricultural society with highly human interaction to the industrialized society withaspiration for personal consumption. The traditional CATVs in the countryhave been gradually annexed by the CATV system operators with great capital. From the social shaping view, this paper has two findings. First, the newsocial demands intrigued the development of "CATV", and the inhabitants'new demands on TV viewing has made the operator develop the "CATV" that they needed. Secondly,new social uses of the "CATV" would change the commodityconcept of antenna services. That the inhabitants accessed the programsbeyound the 3 wireless TV stations changed the commodity concept of antennaservices that had been dependent on the 3 wiireless TV stations before. In short, the development of "CATV" is the result of the interactionsamong the operator,local inhabitants, and the whole society. The view alsosupports the observations of Williams.