| Summary: | 碩士 === 國立臺灣藝術大學 === 廣播電視學系 === 102 === The purpose of the present study is to explore whether CEOs’ media images differ due to publishing agencies of newspapers and types of newspapers. Five hundred and four news articles were collected from four Taiwan’s “general newspapers” (Liberty Times, Apple Daily, United Daily News and China Times) and two “business newspapers” (Commercial Times and Economic Daily News) in four-month period (July & October in 2012, & January & May in 2013). Furthermore, this study utilized content analysis and textual analysis to investigate the preferences of representations among newspapers.
The findings revealed that general newspapers and business newspapers differed in news frames. General newspapers not only emphasized CEOs’ scandals but used more negative attributes to describe CEOs. In comparison, business newspapers used more words and features, report diverse industries, provide in-depth description of CEOs’ personal characteristics and backgrounds, and demonstrate CEOs’ positive attributes. Based on the findings, the present study proposed two suggestions. On the one hand, CEOs participate in public affairs to get more exposure; on the other hand, media should fulfill social responsibility, uncover details about CEOs, and above all, remain neutral in case of overemphasizing the good sides of CEOs.
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