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題名 | 博物館第三類議題之議題管理研究=A Study on the Issues Management of Museological Policy Agenda Setting |
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作者 | 賴婉婷; | 書刊名 | 國立臺灣博物館學刊 |
卷期 | 67:3 2014.09[民103.09] |
頁次 | 頁1-44 |
分類號 | 069.77 |
關鍵詞 | 大眾傳播媒介; 公關行銷; 第三類議題; 大眾傳播理論; 議題設定理論; Mass communications media; Marketing public relations; Policy agenda setting; Issues management; Mass communications theory; Agenda building; Agenda setting theory; |
語文 | 中文(Chinese) |
中文摘要 | 大眾傳播媒介對博物館而言是一種符合成本效益的社會資源,因此博物館公關行銷人員應有計劃的運用,並努力扮演一個專業、可靠的消息來源角色。但是任何社會中潛在的公共議題數量,永遠比大眾傳播媒介所能處理的更多,本研究發現,國內主要報紙對於博物館相關新聞報導之取向,實際上仍多著重於展覽與活動資訊等大眾傳播理論中界定之第一類及第二類議題,幾占總比例半數,加上媒體自身策劃之展覽占有一定新聞版面,也排擠了其它未被媒體強調的博物館相關議題,特別是與機構政策相關之第三類議題(Policy Agenda Setting)的新聞曝光機會。究其原因,第三類議題相對於媒體一般新聞特性選擇,包括迫切性、影響性、險要性、切身性等要素均較為不足,故可能經常或長期為博物館策畫公關行銷工作時所忽略,但卻是媒體與消息來源最能發揮議題影響力的場域。因此博物館如果意欲在媒體及其他公共論述空間爭取更多曝光機會,勢必要經過有效的議題管理工作,規劃適切的各類議題,才有機會增加對於重要議題之發言權與解釋權,但同時也需納入危機管理,以避免產生爭議議題。本研究藉由文獻探討大眾傳播理論中之議題建構程序與議題設定理論,並以國內六份中文有費報紙,包括《聯合報》、《聯合晚報》、《中國時報》、《自由時報》、《蘋果日報》與《人間福報》,自民國101年12月16日起至102年12月15日止全年度之博物館相關新聞報導為分析研究對象,佐以其中若干博物館新聞發佈實務為例,分析博物館公關行銷操作概況,並透過這些博物館真實案例討論為借鏡,提出博物館應如何規劃未來議題管理之方向,以爭取更多議題於媒體曝光,並建立機構正面形象,期能作為國內博物館公關行銷實務與後續相關研究之參考。 |
英文摘要 | Mass media is a remarkably cost-effective form of social resources, such that museum PRs should utilize it adequately by striving to act the part of a professional and reliable news source. Nevertheless, it is out of the question to address every issue simultaneously, as what the media can manage is finite. As learned through this research, among the leading national newspapers, exhibition and event reports pertaining to public and media agenda setting are emphasized the most, taking up nearly half of all museological reports. Media-planned exhibitions take up space as well, as a consequence neglecting less prominent issues, particularly policy agenda setting, which concerns institutional policies. To explain the reason, compared to usual news choices, policy agenda setting is lacking in urgency, influence, prominence and proximity, and as a result has long been overlooked in public relations, despite being the simplest field for the media to exert agenda influence. If a museum aims for more exposure in media and communal forums, it must be supplemented by reliable agenda management, arranging suitable agendas as a means to extend its right of speech and interpretation of critical issues, while taking crisis management into consideration to prevent instigating controversy. This research analyzes the agenda-building process and agenda-setting theory of mass communication theory with a literature review, targeting six national Mandarin newspapers, including United Daily News, United Evening News, China Times, Liberty Times, Apple Daily and Merit Times, to research all museological reports from Dec.16, 2012 to Dec.15, 2013, while analyzing PR operations through actual news releases from various museums, and through these cases propose the planning of future agenda management, to strive for increased media exposure and establish a positive institutional image, in hopes of setting an example for national museum PRs and subsequent research. |
本系統之摘要資訊系依該期刊論文摘要之資訊為主。