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    政大機構典藏 > 傳播學院 > 新聞學系 > 學位論文 >  Item 140.119/29809
    Please use this identifier to cite or link to this item: http://nccur.lib.nccu.edu.tw/handle/140.119/29809


    Title: 電視媒體運動觀賞者觀賞動機、人格特質與情感反應之研究
    Authors: 忻雅蕾
    Contributors: 彭芸
    忻雅蕾
    Keywords: 閱聽人
    觀賞動機
    人格特質
    情感反應
    Date: 2004
    Issue Date: 2009-09-11 16:21:09 (UTC+8)
    Abstract: 不管是無線或有線電視台,漸漸重視運動節目這一塊版圖,原因除了台灣職業棒球的回溫,籃球球員清新的形象吸引不少年輕閱聽人之外,人們日漸重視利用工作之餘的時間,來從事舒解身心的休閒活動。根據2003年東方消費者行銷資料庫的資料可以發現,觀看電視轉播比賽的閱聽人有50.5%,且從2000年到2003年,觀賞電視運動轉播的民眾有漸增的趨勢,觀賞運動競賽已轉變為民眾休閒生活中消遣娛樂、調劑身心、紓解壓力的重要管道之一,好比國內職業棒球成為民眾相當關注的對象,特別是經由大眾傳播媒體的報導,更使得職業運動成為民眾閒暇之餘談論的話題。
    本研究假設人格特質是影響閱聽人觀賞運動傳播的主要變項之一,研究結果也證實刺激尋求人格與開放性人格在娛樂消遣、球員(隊)支持、媒體呈現、社交認同與衝突暴力觀賞動機較為強烈,觀賞的情感反應也比較明顯,也就是說若將閱聽人依照人格來區分,的確特定人格特質的閱聽人觀賞運動的機率較高。
    影響閱聽人成為運動閱聽人最主要是觀賞動機,尤其是偏向球員(隊)支持動機的閱聽人,越容易成為運動閱聽人,電視媒體使用也是成為運動閱聽人的影響變項之一,週末時觀賞運動時間越多的閱聽人,越容易成為運動閱聽人。
    本研究結果發現居家觀賞的閱聽人,不論是正面情感或負面情感的反應都比在pub或戶外廣場來的強烈。觀賞籃球的閱聽人多數都會群體觀賞,觀賞時最能夠引起談論與吼叫反應,相較之下,觀賞棒球與網球比賽的閱聽人則冷靜許多。
    綜觀本研究的人格特質與運動觀賞現象之相關性可知,具有刺激尋求及開放人格特質的大學生,比較喜歡觀賞運動節目,而刺激尋求人格特質越強烈,越容易成為棒球迷或籃球迷,偏向開放性人格、嚴謹人格特質的大學生也容易成為籃球迷。此與前人之研究刺激尋求人格其運動觀賞的傾向較高。
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    〈SBL一周展望,五年來難得的超級好球有速度,有競爭、有人氣,百萬人次開電視〉〈2003年11月26日〉。《民生報》,第B3版。
    〈470萬人熬夜看中加之戰〉〈2004年8月17日〉。《聯合報》,第A3版。
    〈4家無線電視台,砸2億轉播雅典奧運〉〈2003年12月17日〉。《民生報》,第B4版。
    〈中希之戰,四台收視爆衝〉〈2004年8月19日〉。《星報》,第C4版。
    〈中廣戰神,拜拜,緯來接手 新隊名暫定緯來電視網隊〉〈2004年6月12日〉。《聯合報》,第D8版。
    〈民視,將在籃球場上滿場飛,砸數百萬贊助台啤,編列千萬添購直播器材,繼陳建州、顏行書後,相中林志傑為明日之星〉〈2004年12月22日〉。《民生報》,第CS2版。
    〈東森羚羊隊嗆聲籃壇,購物台跨足運動,今年球季爭第一〉〈2004年7月20日〉。《星報》,第C8版。
    〈超級盃全球吸金,明晨戰鬥,229國轉播,觀眾逾10億〉〈2004年2月1日〉。《蘋果日報》,第C1版。
    〈電視轉播紛爭〉〈2005年2月23日〉。《民生報》,第B1版。
    〈總收視率達17.63,打敗8點檔優勢〉〈2004年8月19日〉。《星報》,第C4版。
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    〈〈旅美球員〉轉播王建民 公視押對寶〉〈2005年5月9日〉。《聯合報》,第C1版。
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    Description: 碩士
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    93
    Source URI: http://thesis.lib.nccu.edu.tw/record/#G0914510171
    Data Type: thesis
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