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    題名: 探討新媒體應用於寶島客家廣播電台之研究;A Study on the Application of New Media to Formosa Hakka Radio Station
    作者: 陳惠亭;Chen, Hui-Ting
    貢獻者: 客家政治經濟研究所
    關鍵詞: 客家廣播電台;新媒體;創新傳佈理論;Hakka Radio Station;New Media;Innovation Diffusion Theory
    日期: 2017-07-28
    上傳時間: 2017-10-27 13:41:17 (UTC+8)
    出版者: 國立中央大學
    摘要: 網路時代的來臨導致閱聽人收聽廣播的習慣已經大不如前;年輕一代的客家人也不會主動收聽客家廣播電台,導致以傳承文化為使命的寶島客家廣播電台面臨閱聽人與客家語言流失的危機。寶島客家廣播電台要吸引潛在的年輕聽眾,勢必要以新媒體的方式呈現,才有可能面對網路世代應用新媒體所帶來的衝擊。
    筆者以創新傳佈理論為基礎,透過參與觀察法以及深度訪談法了解寶島客家廣播電台導入新媒體過程、執行與推廣的策略,以及主持人選擇採用新媒體與否的因素,最後從中得出寶島客家廣播電台運用新媒體的困難與限制。
    研究發現新媒體導入寶島客家廣播電台之後,所帶來的挑戰包括了行政上程序增加導致工作量加重、新媒體對於設備的要求與限制有一定的標準、新媒體帶來明顯的世代差異,最後得出寶島客家廣播電台需要以更為純熟的手法使用新媒體的工具與平台、組織上也需要有專責的部門可以解決新媒體所帶來的問題。最後組織世代之間的差異還是需要靠世代的想法改變,希望資深世代願意釋出資源,而年輕世代要虛心學習、快速成長,並且有肩膀去承擔傳承客家的責任。唯有相互扶持,才能給客家增添無限的可能。
    ;The arrival of the Internet Era has greatly reduced audiences’ frequency of listening to the radio. Also, the younger Hakka generations would not actively listen to the Hakka radio, causing Formosa Hakka Radio Station, a radio station that takes the preservation of cultural heritage as its mission, to be faced with the crises of losing both its own audience and the Hakka language. If Formosa Hakka Radio Station intends to attract the potential young audience, it has to present itself as a member of the new media to be able to face the impact caused by the Internet generations’ application of the New Media. Based on Innovation Diffusion Theory, this study used participant observation and in-depth interviews as research methods to analyze the following subjects: the process for Formosa Hakka Radio Station to introduce the new media, the strategies of execution and promotion, and the factors for hosts to decide whether they would adopt the new media or not. From the analyses above, the study finally revealed the difficulties and limitations for the radio station to use the new media.
    The study discovered that the radio station was faced with several challenges after the new media had been introduced. The challenges included the increasing workload accompanied by the increasing administrative procedures, the particular standards for the requirements and limitations for the equipment of the new media, and the prominent generation gap introduced by the new media. The study concluded that Formosa Hakka Radio Station needs to be more proficient in operating the tools and platforms of the new media, and the organization needs a particular division with specific responsibilities to solve the problems brought by the new media. In addition, the problems caused by the generation gap in the organization need to be solved by different generations’ change of mind. This study hopes that the senior generation would release the resources and the younger generation would learn with a humble mind, grow at great speed, and assume the responsibility to preserve and promote Hakka culture. Only when different generations help each other and support one another will they bring infinite possibilities to Hakka.
    顯示於類別:[客家政治經濟研究所 ] 博碩士論文

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