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    政大機構典藏 > 傳播學院 > 廣告學系 > 期刊論文 >  Item 140.119/76545
    Please use this identifier to cite or link to this item: http://nccur.lib.nccu.edu.tw/handle/140.119/76545

    Title: The pursuit of knowledge, identification or entertainment? An exploration of political call-in program content and audiences' viewing motives
    Authors: Chang, Chingching;Lo, Ven-Hwei
    Contributors: 廣告系;新聞系
    Date: 2007-10
    Issue Date: 2015-07-13 17:03:15 (UTC+8)
    Abstract: Developing usage and gratification theories, this paper explored the content of political call-in shows and audiences' viewing motives. The content analysis indicated that call-in programs in Taiwan exhibited the following aspects: (1) they discussed more breaking news than general public policies; (2) they contained party biases; and (3) they framed topics in a negative light. With regard to these findings, we propose that there are three major motives for watching political call-in programs: seeking knowledge, looking for party identification and serving as entertainment. A telephone survey found that seeking knowledge was a significant predictor of viewing frequency. In addition, age and education predicted the degree to which viewers sought knowledge from watching call-in programs. Party identification forecasted the degree to which viewers sought identification from watching these programs.
    Relation: Mass Communication Research, 93, 83-139
    Data Type: article
    Appears in Collections:[廣告學系] 期刊論文

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