| Summary: | 碩士 === 國立彰化師範大學 === 會計學系 企業高階管理(EMBA) === 103 === Abstract
In the past, most studies on TV news concentrated on the analysis of features of viewer and anchor or the difference of communication effects. Some touched upon community communication, but rarely focused on local news regarding its features of communication and impacts on local people. This study is inspired by a group of viewers of local news in Changhua. Their features are closely related to community affairs. Moreover, Changhua has accomplished fruitful results in community construction in Taiwan; therefore, community news released on cable TV is also important focus for local news. With long-term interrelationship, there may be certain meanings in the interaction between local news and community construction. What does their long-term interaction communicate? This motivated the researcher to study further.
This study uses the news of the Greater Changhua area as examples to examine features and relations between Changhua residents’ viewing motivation, behavior, and satisfaction and their community conscious. Empirical research, with the application of questionnaires, is employed as the research method. A total of 300 questionnaires were delivered, with the return of 291 copies. The returned questionnaires were selected with careful procedures. As a result, 229 were valid, with the valid return rate of 79.0%. Reliability and validity analysis, demographic descriptive statistic, correlational analysis, and one-way anova were conducted with the software SPSS.
The data analysis indicates that there is no significant difference in viewing motivation and behavior. There is significant and positive impacts on the viewing motivation and preference. In the aspect of viewing behavior and satisfaction, there is no significant difference in the viewing time and satisfaction. Viewing frequency and preference are shown to have significant and positive impacts on viewing satisfaction. In the aspect of viewing satisfaction and community consciousness, viewing satisfaction shows significant and positive impacts community concerns, community identification, community participation, and community affinity. Therefore, this research verifies that Greater Changhua news (local news) has highly significant impacts on the community consciousness, providing valuable references to local cable TV networks to produce and broadcast local news. News reporters air interviews and report more on diverse local news to promote the news media’s values of public service. It also provides useful guidelines for the personnel in local governing bodies to engage in the sustaining development of community affairs.
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