特定族群對廣電媒體的需求及收視聽行為

In the past, the Hakka and the Aborigines were neglected or misrepresented in the broadcast media. Since the government openned up the spectrum in 1993, there have been increased many new radio staions and one television station. The competition among the media is fierce. Most of the media and the advertisers do not pay much attention to the needs of the Hakka and the Aborigines, because they are not the media ’s target audience.

The pupose of this paper is (1) to study the communication behavior of the Hakka and the Aborigines; (2) to find out the preference for program type of the Hakka and the Aborigines; (3) to analyze the uses and gratification of the media of the Hakka and the Aborigines; (4) to examine the perception of the Hakka and the Aborigines for the languague and caption used in the electronic media; (5) to find out the needs of the Hakka and the Aborigines for the program and the media. Research methods include literature review and survey.

The study finds that the Hakka and the Aborigines were not satisfied with the program content and the quantity shown in the broadcast media. It suggests that the government adopt preference policy or help the Hakka and the Aborigines build their own stations. The self-consciousnes, self-recognition and participation for the broadcast media is also important for the Hakka and the Aborigines to carry out.