政治置入性行銷對新聞可信度之影響--以線上電子報為例

Abstract

置入性行銷近年來逐漸成為台灣新聞媒體攫取廣告資源的重要方式之一，許多學者對於這種新聞商品化的現象提出強烈的批判。由付費者的屬性來看，又可分為商業性與政治性的新聞置入性行銷，其中，尤其是政治性的新聞置入性行銷，更讓學者們認為可能會動搖民主政治。 本研究聚焦於政治置入性行銷新聞如何影響新聞可信度，因此，以政治置入性行銷屬性（泛藍、泛綠、無）、媒體政治偏誤（聯合報、自由時報）、閱聽人政黨傾向（泛藍、泛綠）為自變項，而新聞可信度則為依變項，採用3x2x2的獨立樣本線上實驗進行分析比較。 研究結果發現，政治置入性行銷新聞確實會降低新聞可信度，而泛藍置入性行銷新聞刊登於自由時報，或是泛綠置入性行銷新聞刊登於聯合報，都未必能提高新聞可信度。當媒體政治偏誤與政治置入性行銷新聞屬性不一致時，新聞可信度會提高或降低，需視閱聽人的政黨傾向而定。

In recent years, product placements have progressively become one of the important ways to increase advertising revenue for news media in Taiwan and many scholars strongly criticize the phenomenon of news being commercialized. According to the characters of the sponsors, the product placements could be divided into commercial and political product placements; therein, the scholars especially consider that the political product placement could harm democracy. This research aims on how the political placements affect the change of the news creditability. Regarding the attributions of the political product placements (Pan-blue, Pan-green, and none), the media political bias (the United Daily News and the Liberty Times), and audience’s party identifications (Pan-blue and Pan-green) as the independent variables as well as the level of the news creditability as a dependent variable, an online experiment employing a 3x2x2 factorial design is utilized to compare the effect. The findings of this research show that the political product placements would reduce news credibility doubtlessly; when the Liberty Times publishes Pan-blue’s product placement news or when the United Daily News publishes Pan-green’s product placement news, news credibility would not necessarily increase; when the attribution of political product placements news is discrepant with the media political bias, the audience’s party identification would determine the increase or decrease of news credibility.