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博碩士論文: 呵護客家語言與文化─論客家電視台之定位與節目策略=Channel''s position and program strategies of Hakka Television

  • 作者:曾曉煜(Hsiao-yu Tseng)(研究生)
  • 其他作者:李政忠(Cheng-Chung Lee)(指導教授)
  • 語文:中文
  • 出版者:國立中正大學 
  • 系所名稱:電訊傳播研究所
  • 學位類別:碩士
  • 出版日期:2008
  • 畢業學年度:96
  • 頁數:159
      • 關鍵詞:客家電視台、語言使用策略、頻道定位、節目策略、族群電視台、少數語言電視台、ethnic media、program strategy、Hakka television、language used、channel''s position、minority language media、minority media
      • 國家:臺灣

      摘要:

      政治壓迫、人口結構以及客家人的隱身性格,使得「客家」在台灣社會中隱形。行政院客家委員會冀望透過電子媒體的力量,彌補過去客家文化和語言嚴重流失的缺憾,因此運用政府經費成立客家電視台。然而,客家電視台的定位在哪裡?服務的對象是誰?節目製作和語言使用策略又是如何執行?上述問題左右著客家電視台是否能更有效地扮演傳承客家語言與文化的關鍵角色。本研究主要的目的有二:一、以少數語言媒體和族群媒體的弁鉬P特性切入,試圖瞭解客家電視台的定位與未來方向。二、客家電視台的節目策略以及語言使用策略?
      文獻探討包括四大部分:一、台灣的多元族群想像;二、少數媒體的概念與弁遄]包括族群媒體和少數語言媒體);三、電視節目策略;四、語言使用策略,透過上述文獻建立本研究的分析架構。研究方法包括親身參與觀察法、次級資料分析法以及深度訪談法。本研究依據前述文獻,以強調族群文化和族群語言為基礎,區分四種少數媒體型態:「同時兼顧族群語言和文化」、「強調族群文化多於語言」、「彈性地著重於族群文化或語言」以及「族群語言多於文化」,而具有不同族群歷史背景和目標的電視台會偏向不同的運作型態。
      本研究歸納出客家電視台所具備的弁鄍]括:一、維護客家族群的傳播權;二、讓觀眾認識且瞭解客家;三、客家文化的傳承與創新;四、建立客家與台灣社會脈動的連結;五、培養客家傳播人才;六、與客家社群和社區連結;七、接軌國際;以及八、客家語言的傳承與推廣。並以「連結」為節目策略的主軸,嬝奶H目標設定為積極開發年輕觀眾、穩固中老年收視群、培養兒童觀眾的收視以及逐步吸引非客家觀眾等四大取向。
      研究結論則指出客家電視台經歷了四年多的營運,一方面面臨無法突破嬝奶H集中在中老年人口的困境,一方面又受到節目內容取材的侷限,因此在節目策略和語言使用策略上應有所調整。節目策略方面,逐步移轉至多元、折衷、創新、具彈性與對話空間的取向,節目取材放寬、內容更加多元化,並且跳脫以往沉重族群興亡的壓力,以專業的媒體製作概念為依歸,頻道自以「族群」為核心,變為強調「媒體」營運邏輯 。語言使用應更具彈性,不再堅持語言使用完整性的要求,彈性的語言使用可以有效地拉近與觀眾之間的距離。策略轉型的背後是來自於頻道轉型力量的驅動,客家電視台從專屬客家族群的頻道,轉型為具備多元彈性的客家頻道,並且以國際客家媒體中心為最終目標。
      Minority media usually are supported and subsidized by government, including Hakka Television in Taiwan. Taiwan government has been trying to use the power of public media to rescue the vanishing Hakka culture. To accomplish this difficult mission, the channel’s position affects Hakka Television deeply with its program strategies, the language strategies and its target audience. This research has two goals: first, according to the function of minority media, analyzing the channel’s position and orientations. Second, followed by the channel’s position, understanding the program strategies and the rule of language used in Hakka television.
      In this research, the literature review is divided into sections which are consisted of multi-ethnic imaginations in Taiwan, concept of minority media, television program strategy and language used in the minority media. This research classified four patterns of the minority media. The four patterns are to focus culture and language at the same time, to focus more on ethnic culture than language, to dynamically adjust focus between ethnic culture and language, and focusing on ethnic language more than the culture.
      There are eight functions of Hakka Television, which include ensuring the communication right of Hakka people, providing the opportunity for audiences to understand things about Hakka, spreading and renewing Hakka culture, connecting the Hakka and Taiwan society, fostering Hakka professionals for communication industry, the channel has to connect with Hakka community, establishing international relationships, and spreading and promoting Hakka language.
      This research discovered Hakka television must change its channel’s position. Originally the channel was trying to satisfy the Hakka people who were prohibited to use their mother tongue. The programs of the channel were entirely using Hakka language and full of Hakka content. Target audiences of the channel are elder people of aged above 44. So Hakka television has to reposition. The content of programs should shift to be more innovative and diversified. In the scope of language using, an open-minded thinking is important, the more precise of using Hakka language, the more audiences were banished. Hakka television needs to be repositioned from a channel which only for the Hakka people to the channel which provides multi-content and tries to be an international Hakka media center eventually.

      目錄:

      第一章 緒論 1
      第一節 研究背景 1
      第二節 客家電視台的成立背景 6
      第三節 研究動機與目的 9
      第二章 文獻探討 13
      第一節 台灣的多元族群想像 13
      壹、族群的概念 13
      貳、當代台灣的族群想像 14
      一、原住民與漢人 14
      二、外省人與本省人 15
      三、福佬