| Summary: | 碩士 === 銘傳大學 === 傳播管理研究所 === 90 === ABSTRACT
The purpose of this research is to explore the relation between the corporate structure and organizational goals of Taiwan newspapers. As operating more commercially and competing more intensely, the newspaper structure intends to change into a corporate newspaper pattern. This dissertation supposes the corporate newspapers will charge more for advertising and be more profitable than noncorporate newspapers, but challenging the traditional perspectives in some ways. This research expect that corporate newspapers place less emphasis on profits and more emphasis on product quality as organizational goals. Corporate newspapers are structurally organized to maximize profits. However, increasing role specialization and stressing rationally decision in a characteristic of large-scale organizations lead they to decreases emphasis on profits as a goal and increases emphasis on quality and goals other than profits.
The result finds that organizational structure of Taiwan newspapers is going to “corporatizing”, but the relation between organizational structure and goals are not clear yet. The main findings are:
1. The corporatizing degree of national newspapers is higher than local newspapers:
National newspapers get more scores in corporate index than local newspapers.
2. The corporate newspapers place more emphasis on journalism quality:
The corporate index has strong relationship with organizational goals about “product quality”.
3. There is no obvious relationship between corporate structure and profit:
The corporate index has no obvious relationship with subjective profit goals and objective earning condition.
4. There is no obvious relationship between corporate structure and other goals:
The corporate index has no obvious relationship with “organization development” and ”support community”.
5. Taiwan newspapers face a difficult position to earn profits:
Both national and local newspapers meet with misfortune about economics depressed, and the journalism quality may be corroded because of decreasing profit.
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