摘要
本文研究置入性营销对于台湾传媒新闻部门的影响。本文引用詹姆斯·斯科特有关"公开文本"与"隐藏文本"的理论,采用深度访谈法,探讨台湾的新闻媒体主管,在置入性营销的业配新闻压力下,扮演的驯服者与被驯服者的双重角色,并探讨其驯服与抗拒的策略。
This study aimed to discuss the influence of the product placement marketing upon the news sector of the media in Taiwan. It employed the public transcript and the hidden transcript analysis by James C. Scott to develop the theoretical frame, and used the ＂in- depth interviews＂ as its research method. It tries to analyze the dual roles of Taiwan Residents news executives under the pressure of the product placement marketing, and detect their taming and resistance strategies towards the paid news from the production placement marketing project.
出处
《国际新闻界》
CSSCI
北大核心
2013年第10期89-103,共15页
Chinese Journal of Journalism & Communication
关键词
台湾传媒
置入性营销
新闻专业主义
深度访谈
驯服与抗拒
Taiwan media, product placement marketing, journalistic professionalism, in-depthinterviews, taming ＆ resistance
