GM097170030.Pdf

中華大學碩士論文城市行銷網路議題內容分析—以 2009 年台北聽障奧運及高雄世界運動會新聞框架競爭為例 The Web Media Content Analysis of City Marketing - News Framing Competition with 2009 Summer Deaflympics in Taipei and World Games 2009 in Kaohsiung 系所別：行政管理學系碩士班學號姓名：M09717003 鄭昂指導教授：石振國老師柯志昌老師中華民國 101 年 2 月摘要台灣長久以來，未曾獲得主辦大型國際綜合運動賽會的機會，僅從單項運動賽會中獲得學習的機會，經過長久的爭取，於 2009 年舉辦兩次有史以來最大的運動賽事，分別是台北市的「聽障奧運」及高雄市的「世界運動會」，並帶動後續「台北國際花卉博覽會」及 2017 年世界大學運動會主辦權，可知爭取大型活動的舉辦，藉此行銷城市帶動觀光潮流，已是近年來城市振興的方式之一。在活動舉辦過程中，大眾媒體的搜尋引擎資料庫扮演紀錄過程的角色，媒體是民眾快速獲得資訊的平台，亦是推廣與監督國家政策最直接的管道，藉由快速的更新，使重要資訊隨著日期有系統脈絡的呈現，使得國內外記者利用網路進行新聞報導的比例有愈來愈多的趨勢。本研究藉由網路搜尋引擎，蒐集聯合報、中國時報、工商時報、蘋果日報、自由時報中關於聽奧及世運的相關新聞，建立本研究所使用的新聞資料庫，進行北高兩市運動賽事報導差異的比較。本研究從新聞框架角度切入，探討大型活動舉辦過程所產生的新聞生命週期變化，並以四階段週期發展，即初始期、擴大期、組織期與決定期，做為比較依據。本研究發現聽奧及世運在傳播學中四階段週期發展有所不同，並以新聞框架競爭的角度，由各階段剖面圖，驗證議題如何由邊陲擴散，發展進入核心。經過聽奧及世運相關新聞的四階段週期發展比較後，本研究探尋新聞議題對城市可能產生的意涵，以導入城市行銷學所關注的議題面向，進而瞭解隨著城市舉辦大型活動，新聞媒體如何彰顯城市行銷中四構面，即民眾、吸引力、基礎建設及形象，利用議題在新聞象限分析意涵上的差異，輔以質性研究軟體 UCINET 建立 K-cores 核心結構，釐清各面向報導的核心框架，以作為聽奧及世運的比較基準。本研究發現：在民眾構面，世運具「當地」區域特質，聽奧則以「志工」較緊密集中；在吸引力構面，世運活動使贊助商在媒體上增加許多曝光機會，聽奧則利用代言人或演員本身的知名度，結合藝術元素為主；在基礎建設構面，世運著重大眾運輸工具在比賽期間的使用，聽奧則顯示民眾更重視捷運系統的穩定安全；在形象構面，兩者主要議題均環繞在兩岸關係發展為主軸。關鍵字：世界運動會、聽障奧運、新聞框架、框架競爭、城市行銷 i ABSTRACT Taiwan never acquired any chance to be the host of an international integrated sports event. We only obtained the related experiences from sport games. After unceasing endeavors, there were two international integrated sports events in Taiwan, 2009 Summer Deaflympics and World Games 2009, which were hosted by Taipei City Government and Kaohsiung City Government respectively. After the events, Taipei City Government had held an international exposition, Taipei International Flora exposition. Besides, we won the chance of hosting 2017 Summer Universiade. Recently, hosting big scale sport games to increase marketing of cities and benefits of tourism is a way to revitalize cities. During holding a sport game, databases of news media are an important part to record the whole process. (People obtain information efficiently by them.) It is a directly way to popularize policies and oversee the government as well as to supply people information efficiently. These databases promptly record, sort, and show news systematically. These advantages create a trend that more and more foreign and local journalists use internet to publish news. Therefore, we use these databases to search news of internet newspapers, which include United Daily News, China Times, Economic Daily News, Apple Daily, and Liberty Times, and the news are related to 2009 Summer Deaflympics and World Games 2009. After we obtained news, we established a database of news to compare the difference processes between 2009 Summer Deaflympics and World Games 2009. This article uses news frame to discuss the issues life cycle of these two international integrated sports events in the frame competition of news. The competition between the north city and the south city is based upon the four identifiable stages, which are origin stage, mediation and amplification stage, organization stage, and downswing stage. We find that there are some variations about the developments of two events during these four stages. By the issues life cycle, the dated diagrams demonstrate the process that marginal subjects gradually develop to be the core. After the competition, we want to research that for a city, what the meaning of news is. Therefore, we can observe that media emphasize the four issues in the city marketing, which are image marketing, attraction marketing, infrastructure marketing, and people marketing, when a city holds a large scale campaign. In the last, we utilize the analysis program, UCINET, to construct the K-core of these issues and show them on the spatial coordinate. Hence, we obtain the focuses of the four issues and use them as the standard of the competition between these two sports events. ii Keywords: Summer Deaflympics, World Games, News Frame, Framing Competition, City Marketing iii 目錄第一章緒論....................................................................................................................... 1 第一節研究背景與動機................................................................................................ 1 第二節研究目的............................................................................................................ 4 第二章理論與文獻探討................................................................................................... 5 第一節城市行銷............................................................................................................ 6 第二節新聞論述理論.................................................................................................. 24 第三節議題週期性分析.............................................................................................. 29 第五節研究架構.......................................................................................................... 41 第三章研究設計與研究方法......................................................................................... 43 第一節研究個案介紹.................................................................................................. 43 第二節內容分析法...................................................................................................... 47 第三節研究工具.......................................................................................................... 48 第四章台北聽奧與高雄世運新聞框架競爭分析......................................................... 57 第一節研究個案新聞露出與新聞框架引入........................................................................ 57 第二節聽奧與世運「新聞生命週期性」分析............................................................... 58 第五章台北聽奧與高雄世運城市行銷議題內容分析................................................. 71 第一節民眾人物構面探討.......................................................................................... 72 第二節吸引力構面探討.............................................................................................. 81 第三節基礎建設構面探討.......................................................................................... 90 第四節形象構面探討................................................................................................ 100 第六章結論與建議........................................................................................................111 iv 第一節研究發現........................................................................................................ 111 第二節建議................................................................................................................ 117 參考文獻 ........................................................................................................................... 119 v 表目錄表一行銷概念意涵使用綜理表 ......................................................................................... 12 表二國內新聞論術研究相關文獻整理 ............................................................................. 34 表三國內大型活動相關文獻整理 ..................................................................................... 38 表四閱讀率最高之前十名報社 ......................................................................................... 57 表五本研究「新聞週期性分析」資料蒐集比較使用之時間表 ..................................... 58 表六各報初始時期篇幅 ..................................................................................................... 60 表七「民眾人物構面」事件節點頻率統計 ..................................................................... 73 表八「民眾人物構面」共現矩陣 ..................................................................................... 74 表九世運及聽奧「民眾人物構面」密度、向心度數值表 ............................................. 75 表十「民眾人物構面」四象限比較表 ............................................................................. 76 表十一「吸引力構面」共現矩陣 ..................................................................................... 81 表十二「吸引力構面」共現矩陣 ..................................................................................... 82 表十三世運及聽奧「吸引力構面」密度、向心度數值表 ............................................. 83 表十四「吸引力構面新聞象限分析」四象限比較表 ..................................................... 85 表十五「基礎建設構面」事件節點頻率統計 ................................................................. 90 表十六「基礎建設構面」共現矩陣 ................................................................................. 91 表十七世運及聽奧「基礎建設構面」密度、向心度數值表 ......................................... 92 表十八「基礎建設構面」四象限比較表 ......................................................................... 93 表十九「形象構面」事件節點頻率統計 ....................................................................... 100 表二十「形象構面」共現矩陣 ....................................................................................... 101 表二十一世運及聽奧「形象構面」密度、向心度數值表 ........................................... 102 表二十二「形象構面」四象限比較表 ........................................................................... 103 vi 圖目錄圖一城市成長－衰退動態循環圖 .......................................................................................9 圖二城市行銷的產品等級圖 .............................................................................................19 圖三地區行銷的層次 .........................................................................................................20 圖四文本的語意巨觀結構 .................................................................................................26 圖五議題發展週期圖 .........................................................................................................30 圖六研究架構圖 .................................................................................................................41 圖七 NVIVO 8.0 介面............................................................................................................49 圖八新聞象限分析圖

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