| Summary: | 碩士 === 國立交通大學 === 傳播研究所 === 105 === This study explores the personality structure of 12 major news media brands in China, including television news, newspapers and electronic news. Three methods were adopted, the first of which was to conduct 20 intensive interviews. This study recruited Chinese graduate students who were regular news users for interviews. The second method was to conduct a focus group with 8 Chinese graduate students who lived in the area of Shanghai. The last method was a survey method, from which 1158 valid cases were obtained. This study found a five-dimension personality structure for the 12 news media. The five dimensions include traditional and conservative, entertaining but practical, trustworthy, sophisticated and delicate, as well as radical.
Furthermore, this study discovered that television news was characterised by three brand personalities, traditional and conservative, trustworthy, sophisticated and delicate, newspaper news was characterised by four personalities, traditional and conservative, trustworthy, sophisticated and delicate, and radical, and electronic news was characterised by only one brand personality, entertaining but practical.
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