廣播賣藥節目研究－媒介系統依賴理論之觀點

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Title:	廣播賣藥節目研究－媒介系統依賴理論之觀點
Other Titles:	A Study of the Soliciting Talk Radio--A Perspective of Media System Dependency Theory
Authors:	王舜偉 Wang, Shun-Wei
Contributors:	傳播管理學系碩士班陳婷玉 Ting-Yu Chen
Keywords:	廣播;廣播賣藥節目;媒介系統依賴理論;擬社會人際互動;閱聽人 radio;the soliciting talk radio;media system dependency theory;parasocial interaction;audience
Date:	2002
Issue Date:	2015-05-25 15:55:16 (UTC+8)
Abstract:	本研究以媒介系統依賴理論為基礎，探究廣播賣藥節目的生態以及閱聽人。在結構性媒介系統依賴觀點方面，本研究參與觀察廣播賣藥節目運作以及深度訪談廣播賣藥節目從業人員，發現廣播賣藥系統中的主要組織包括廣播賣藥電台、廣播賣藥節目製作單位、指定藥房及藥廠，該四個組織間的依賴關係不平等，指定藥房較為依賴藥品代理經銷的廣播賣藥媒體擁有的行銷管道；而廣播賣藥電台較為依賴廣播賣藥節目外製單位的進駐，因此，身兼藥品代理經銷商的廣播賣藥節目外製單位是在廣播賣藥節目媒介系統中最強勢的組織，但他們所冒的風險也最大，因為當他們向藥廠進貨時，採用賣斷交易方式而無法退換貨，但它接受指定藥房的退換貨要求，因此廣播賣藥媒體必須自行吸收退換貨成本。廣播賣藥節目與廣播賣藥電台之間是「魚幫水、水幫魚」深切的互賴模式，因廣播賣藥電台掌握了頻道資源，而廣播賣藥節目則擁有訊息資源，他們互相合作完成大眾傳播的過程。而整個廣播賣藥節目媒介系統最重要的依賴為廣播賣藥媒體所控制的珍貴資源－購藥聽眾，以及與購藥聽眾相關的資源系統，包括藥品利潤、簽台費等，這些讓該系統中的組織產生了互相依賴的關係，此等關係不論是合作性的利益或者衝突性的自我利益本位，都支撐了系統組織間的依存運作，達到廣播賣藥媒介系統中各個組織們的目標。在個人媒介系統依賴觀點方面，本研究以電話問卷調查廣播賣藥節目閱聽人，研究結果發現購藥金額與收聽時間、個人媒介系統依賴程度、擬社會人際互動程度、廣播參與者效果程度呈正相關，而閱聽人的叩應頻率越高，擬社會人際互動程度越強、廣播參與者效果程度越大、購藥金額也越高。個人媒介系統依賴、廣播參與者效果與擬社會人際互動三者彼此呈正相關。而收聽時間也與個人媒介系統依賴程度、擬社會人際互動呈現正相關。在人口變項上，教育程度低者比教育程度高者收聽的時間長、對廣播賣藥節目較依賴、對節目主持人的擬社會人際互動較強、廣播參與者效果程度較高及叩應頻率也較高。而購藥者男女皆有，多為已婚，學歷多在高中以下，購藥者普遍來說比非購藥者教育程度低，個人每月可運用資金上比非購藥者高。在每日收聽廣播賣藥節目的時間方面，購藥者比非購藥者每日收聽廣播賣藥節目的時間長，個人媒介系統依賴程度與擬社會人際互動程度上也比非購藥者高。受訪者收聽廣播賣藥節目通常將它視為工作上或生活上的陪伴，進而依賴廣播賣藥節目，而擬社會人際互動及廣播參與者效果消除了閱聽人對主持人的疑慮，對喜愛的廣播賣藥節目主持人存有熟悉、親切的印象，廣播賣藥節目主持人、閱聽人及叩應者建立起互相如朋友般的信任，對於藥品的行銷上有很大的幫助。綜合筆者的觀察，雖然廣播賣藥節目在一般人的心目當中，是多屬負面形象，但廣播賣藥節目的確能提供給閱聽人各方面的媒介滿足。 The study uses media system dependency theory to analyze the media system of the soliciting talk radio and the audience. To explore the structural media system relationships, the methods of participatory observation and in-depth interviews were used. Major elements in the system of soliciting talk radio include the radio station, the program producing company, the drugstore, and the pharmaceutical factory. It was found that drugstores are comparatively more dependent on the radio station and production company, while radio stations need the production company to buy air times. The relation between the radio station and the production company is interdependent. The radio station has the channel resources, and the production company owns the resources of the message content. The two must work hand in hand to send the soliciting message to the audience. To investigate the individual media system dependency, telephone survey was used. The total amount of purchase of product recommended was found positively related to daily listening time, the degree of media dependency, the degree of parasocial interaction, the degree of broadcasting participation effect, and the frequency of listeners’ call-ins. The listening time, the degree of media dependency, the degree of papasocial interaction, and the degree of broadcasting participation effect are also interrelated. People with higher level of education listen to less of the show, make fewer call-ins, are less dependent on the soliciting talk radio, have less parasocial interaction with the show host, and also have less degree of broadcasting participation effect than those with lower level of education. Buyers listen in longer daily, have more parasocial interaction, and are more dependent on the media than non-buyers. The audience regards the soliciting talk radio as a good company in life and work, and further depends on it. Through parasocial interaction, the show host becomes a friend to listeners. This virtual relationship among the host, the audience and the callers is considered conducive to sale. Although the general public regards the soliciting talk radio negatively, the listeners gain their gratification from this kind of programs.
Appears in Collections:	[Department of Communication] Disserations and Theses

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