| Summary: | 碩士 === 銘傳大學 === 傳播管理研究所碩士在職專班 === 97 === A Study of Uses and Gratifications of Military Officers and Men in Response
to Policy Program of Han Sun Radio Broadcasting Company
Abstract
Voice of Han broadcasting network was a former military broadcast station belonging to the Ministry of Defense. Its function was to encourage the morale of the citizen, serve the soldiers and their families as well as help the soldiers construct a correct crucial value of life. Besides the renewing of era and the soaring competition from the emergence of many commercial broadcasting networks, there appears a kind of voice to ask the political parties, the administration or even military authorities to leave the mass media alone. In this atmosphere, Voice of Han broadcasting network, whose main mission was to offer the service for the soldiers, has to find out its market niche. To attract the original audience, to extend the validity and to satisfy the virtual needs of those audiences serving in military all are all the challenges that this station are facing.
The purpose of this study is mainly to study the relationship between motivation, behavior and satisfactory focusing on the soldiers who are the station’s audience. The researcher conducts the survey with the questionnaire to collect the data for further analyzing. Through the quantitative statistic analysis, we can understand the solders’ behavior, attitude, the degree of involvement and the evaluation of satisfactory while they listen to the broadcast program about the military policy made by Voice of Han broadcasting network. Based on the above data analysis, this study came to the following conclusions:
1. Description of Current Audience Profile and Behavior:
Males aged 19-29 contribute to 90.9% of the research sample, amongst which 44% of the surveyed received a bachelor’s degree and 36.4% of the same pool, most of whom are conscripts rather than military recruits, serve in Army. Due to the varying nature of their missions, 41.8% of the subjects surveyed tune in to Voice of Han Broadcasting Network during their off-duty hours, with a listening span concentrating in “less than an hour” (64.2%) followed by “one to four hours” (26.1%) both in the AM. Content-wise, 62.5% of the audience name “Good Afternoon Voice of Han” their favorite program, while 55.4% of the cohort surveyed prefer contents in music, arts and literature that are delivered in a relaxing, lively fashion. Most of the audiences sampled in this research render a listening history of “less than one year” and “below two years.”
2. Influence of “Individual Profile Variables” on “Listening Motivation and Satisfaction:”
The relativity between variables of individual profile and motivation/satisfaction of listening, except under the variable of “Branches of Service,” is either observed in full or partially
recognized under other variables.
3. Connection between “Listening Behavior” and “Motivation/Satisfaction of Listening:”
A positive relativity is observed by this study in existence between frequency, hours as well as period of listening and different aspects of listening motivation/satisfaction. It is also rendered by this study that an increase and intensification in listening behavior will contribute to improved agreement between motivation and satisfaction of listening.
4. Current Observations and Relations between Listening Motivation and Listening Satisfaction:
Analyzed findings of this study indicate significant positive relativity between sub-categories in listening motivation and their corresponding manifestations under listening satisfaction. Such results suggest that higher motivated audiences are more likely to derive satisfaction from their listening response.
Therefore, the purpose of the study focused on what the soldiers who are the audience want to get from Voice of Han broadcasting network and whether they were satisfied with the service of the station offered. The managers in this station can accordingly adjust their marketing strategies to hold the perfect of the original audience, attract much more potential audiences as well as expand the market share.
Key words : Voice of Han, the policy program, uses and gratifications.
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