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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. | en_US |