从台湾媒体的网络化进程看“大媒体”趋势

台湾涌动大媒体潮 台湾传媒界正在流行着一个名词——“大媒体”。“大媒体”一词开始流行,或许是源于美国人凯文·曼尼(Kevin Maney)的著作《大媒体》1996年在台湾翻译出版。“大媒体”(mega-media)是作者自创的一个新词,描述传媒业不分领域全面竞争的现象,且传统大众传媒业、电信业、信息(网络)业都将统合到一种新产业之下,这个新声业就叫做“大媒体业”。 按曼尼的说法,大媒体业不仅会呈爆炸性成长。

Implementation and assessment of diverse strategies for physical activity promotion in Vietnam--A case report

Background: Regular physical activity(PA) has documented effects in prevention and treatment of many non-communicable diseases(NCDs).Physical inactivity is recognized as the fourth leading risk factor for premature death, worldwide. Despite these facts, physical inactivity is increasing,not only in high-income, but also in middle-and low-income countries. To address this negative trend, evidence-based methods to increase PA are needed. The purpose of this paper is to describe the implementation and assessment of 4 strategies designed to increase PA in Vietnam.Methods: Four strategies were used: i) introduction and evaluation of an education and training program on the Swedish method of Physical Activity on Prescription(PAP) among health care professionals, ii) translation of the PAP evidence-based handbook, Physical Activity in the Prevention and Treatment of Disease(called FYSS in Swedish) into Vietnamese, iii) launch of a mass-media campaign to promote PA, and iv)advocacy to support development of PA guidelines in Vietnam.Results: The evaluation indicated that the participating health care professionals had a positive attitude to PAP. However, they also reported uncertainty in prescribing PA. FYSS was translated and disseminated successfully to health care professionals. A mass-media campaign identified the beneficial effects of PA to health care professionals, journalists, policy makers, and the public. Last, the process of developing national guidelines on PA was initiated.Conclusion: This project led to enhanced awareness and appreciation of PA in the prevention and treatment of NCDs among health care professionals as well as initiation of national PA guidelines. Important lessons also were learned in the presentation of PAP, which will be considered when designing similar projects in the future.

Perfume Advertisements and Their Manipulation of the Female Body

Mass media has contributed to the large increase in the number of advertisements all over the world and in all types of products that could be advertised. Over the last few years, companies have strived to gain a wide audience through advertisement to sell more and more their commodities. Women have become an essential component and a tool that advertisers use to attract the spectator＇s attention, especially the male viewer. Perfume ads are considered among the ads that extremely use the female body, through scenes of beauty and appeal which makes the spectator enters a world of dreams, charm, and lust. In this paper, the author aims to analyze print perfume ads from different brands, including Gucci, Chanel, Calvin Klein, Dolce and Gabana, and Dior, and their manipulation of the female body to create a sort of voyeuristic desire in the spectator＇s psyche and to serve their lucrative purpose.

Research on the Contextual and Functional Differences Between New and Old Journalism

Mass Communication media were widespread in 19th and 20th centuries. Those technologies created by humans have had a big impact on both daily and business lives. Newspapers, Radio, TV and Cinema are obvious examples of this impact. Dinting the last two decades of 20th century, spread of personal computers transformed the way people live0 work and think. Some people evaluated the situation as revolution and others as threat to humans. Intemet, in this respect, is considered as mass media. People connect the Internet without time and space limitations. However, communication on the Internet is not mass commtmication because it requires every individual or organization to have a unique Intemet Protocol address （IP） to commtmicate. Because of its peer to peer communication nature just as in the telephone communication, this feature distinguishes Intemet from other commtmication media. On the other hand, it resembles mass communication media because of its mobility, spread and functionality both for sender and receiver. In many sectors, including communication and information technology sectors, mobility, spread and functionality features lead the way to increase interactivity between parties in communication. Businesses benefited the ＂interactivity tool＂ for many purposes： to increase market share for a product or service, to increase customer satisfaction, or to increase amount of information about their customers, competitors or suppliers in order to make strategic decisions. For journalism and generally, for mass media, interactivity is an important aspect of the business. Media corporations must know the needs of their audience before they express and take precautionary steps to satisfy them. This forces the mass media sector to increase interactivity in customer communication. In this paper, we researched the intemctivity effect in journalism that we see especially in internet journalism applications. The research aims to cover opinions of newspapers, advertisers and audience on interactivity and future of mass media communication. For this purpose, fmdings of a survey have been evaluated.

Media as an Identity Negotiator Among ＂Swedish＂ Children in Athens and ＂Japanese＂ in London

With its transcultural perspective this paper looks at how families （i.e., parents and children） talk about children＇s identity and the importance of mothers＇ homeland media for the children, who are surrounded by a global popular media culture. Both studies used similar methods： interviews, participant observation, and photo-taking. The analysis shows the complexity of identity formation and the need to apply a contextual and relational perspective when wanting to understand the roles of media in the process of forming identity. The mothers＇ homeland media is an important construction tool in the process and helps the children not only with languages but also catch up with information about peers in mothers＇ homeland.

Cyber Spatiotemporal as Media Culture： A Cognitive Level Study of Time （Tempo） and Space （Spatial） Based on Media Types

This research explores media users＇ cognition of ＂time＂ and ＂space＂ across different media platforms, and conducts a comparison among media genres including mass media and intemet media based on user＇s interactivities. Especially, this research focused on the internet＇s space and time perception based on communication genres such as e-mail, Blogs, portals, news-media, e-commerce, and social media （SNS）. The research adopted two theories （construal level theory of time and space）. The time related theory is ＂temporal distance theory＂. The space related theory is ＂media space＂. The research is designed to measure user＇s perception of interactivity, time-construal level and its media space cognition while using the media. There are two independent variables： Interactivities （contents, user, and media levels） and user involvement （CMC-user vs. user, HCI-user vs. media）; there are two dependent variables： Cognition of spatial and temporal levels. This research also seeks the associated variables relationship among those variables through the structural equation model （SEM）. The 307 data was collected and analyzed to test the research question. The results show that the dimension of the media side＇s interactivity affected media＇s usage time and space perception. There are 2 ~ 2 factors variables to affect time and space. One is human and media interaction （HC1） and human to human communication （CMC）; the other is traditional mass media （one-way communication） and interuet media （two-ways communication）. The results prove the user＇s perception for media time and space is based on the levels of interactivity. The levels of interactivities depend on media usage： one-one, one-many, synchronous, asynchronous, interpersonal, and social network communication. Online media provides greater social space; while traditional media tends toward para-space perception. On the other hand, the users＇ time cognitions between online media are different such as fixed time versus cyber-time.

Athletes Who Sparkle： Stereotypes in the Televised Coverage of the 2010 Olympic Figure Skating Events

A vast amount of research has been devoted to gender roles in mass media. Prior studies relating to gender roles in media coverage of sports have been typically centered on underrepresentation, negative stereotypical portrayals of female athletes, and iconic heroic portrayals of male athletes. However, few studies have examined media coverage of male participation in so-called ＂gender inappropriate＂ sports. This research seeks to fill a gap in literature by exploring gender cues presented in the televised coverage of male and female figure skating events in the 2010 Winter Olympic Games. The findings from this research indicate that male athletes who cross gender barriers to participate in a feminine sport are likely to receive gender-marked stereotypical televised coverage. Much of the significant findings indicate that male figure skaters were visually and verbally portrayed as more feminine than the female figure skaters. The study opens lines of research into how sports are portrayed and could potentially influence sport marketing, athlete endorsements, athlete wardrobe, and other decisions made by the media, athletes, and individuals working in the sport industry.

Supplementary role of multimedia teaching to college English reading

With the application of modem information technology in education, particularly after multimedia network technology enters teaching field of education, the content of education, the content and the means of education has undergone great changes.In order to develop complex English talent, we designed a teaching model of English reading as a means of multimedia assisted teaching through collaborative, exploratory, autonomous interactive teaching, which can fully exercise and develop students＇ language skills, improving English quality of teaching.It has changed the traditional teaching model which is constrined bye teacher-centered, textbook-centered, classroom-centered. Multimedia Assisted English reading can give students the greatest degree of autonomy, and pay more attention to students＇ learning ability to play the main role in the cognitive, reflectting the idea of quality education, meetting the requirements of the times.

Iconography of National Mourning in Polish Press

By the law, the highest-ranking state officials announce national mouming in response to death of prominent persons. The concept of mourning should be understood both as way of showing grief in public spaces and a period of time. In turn, the concept of iconography means a collection of illustrations, paintings, prints, drawings relating to a person, place or topic. President of Poland, his wife and other 94 people died in the Smolensk plane crash on April 10, 2010, thus the images of plane crash and its outcome published in different segments of Polish press are the subject of the article. Research based on methods such as interpretation of composition and semiotics. I started my analysis with a few hypotheses： （1） The cultural background, especially religious, determines the mourning visual representation; （2） The result of certain style of visualization can be constructing of a political myth; （3） Different means can be used by mass media in adapting culture patterns process; （4） Different photographic genres can be used to illustrate the mourning; and （5） Press segments differ in way/style of mourning visualization.

Culture： What to Teach and How to Teach It in an EFL Class

This paper discusses the question of the teaching of culture in an EFL （English as a Foreign Language） class. With the open door policy, an increasing number of people in China are learning English or some other language for various purposes. However, they often experience the frustration of failure in communication with foreigners which can sour relationships or business due to their ignorance of the target culture associated with the language they are learning or have learned. Therefore, teaching culture in foreign language classes and learning a second culture while learning a second language have become new slogans, or to be exact, new tasks in the field of English language teaching in China. But how to teach and what to teach remain problematic. The author holds that ＂central code＂ of a culture, i.e., people＇s way of life should be the focus in EFL teaching. Then choosing appropriate and authentic material containing aspects of culture is of great importance. Greater importance should be attached to mass media and multimedia materials and approaches. At the same time, attention should be paid to the cultural behaviour or belief of EFL teachers so as to make more effective teaching

The Oral Language as the Primary Medium Among Men

Nowadays, language has gained great importance due to mass media which allows men to interact with other people anytime and anywhere. Some issues arise： Do media change the way we communicate？ Are there any means in particular that can help people to communicate better？ This paper finds the route for individuals to communicate better, understand each other, and promote values of both our society and culture demand. Three main issues are presented to reach this goal： Firstly, the platonic theory about names, if things are called by convention or by its nature. Secondly, three methods by which these names are used： the grammar, the rhetoric, and the dialectics. Lastly, how orality is a fundamental means for human communication. Each of these subjects will become arguments to support that dialogue is the most suitable and human way for men to communicate, because it gives the necessary tools to man to build himself according to his nature, that is to say, the search for the good and the rational perfection.

Researches on the challenges and opportunities of smart phones on the ideological and political education

Mobile use of new media has played an important role in the healthy development of college students and provided convenient conditions whether in learning or school life,which also brings a new educational platform and opportunities for college ideological and political education.From the perspective of dialectical unity, this paper first analyzes the educational function of smart phones,than focuses on the opportunities and challenges for the ideological and political education brought by the smartphone.Results of this study will play a certain reference level to imorove the ideological and oolitical education.

Voters＇ Perception of Male and Female Political Leaders

This study presents the possibilities and particularities of political communication subject Slovak Democratic and Christian Union-Democratic Party （SDKU-DS） convergence during Slovak premature elections in 2012. The significance is being drawn to the identification of formal and informal political party leader personalization of effectivity. By using semantic differential method, we are identifying how students from internal and external study programmes of mass media studies specialization perceive political candidates of SDKU-DS, with the emphasis on gender differentiation of perception

Research on the Effects of the Mass Media on the Promotion of the National Fitness Campaign

This article is based on the functions and characteristics of mass media. It explores the related role of the mass media on the implementation of the national fitness program Combined with a specific case by the literature material law, expert interview law.On this basis, it puts forward the constructive path, so as to better promote the development of national fitness campaign.

What Preteen Girls Learn About Gender Roles From Celebrities

A face-to-face qualitative interview study was conducted to examine the perceived gender roles and gender identities among 10 to 12 years old girls in Hong Kong. Sixteen girls aged 10 to 12 were asked to take pictures from the media they consumed that illustrated ＂What girls or women should or should not be; and what girls or women should or should not do＂. Analysis of interviews and images captured found that celebrities and characters in popular media play a significant role in socializing preadolescent girls on gender roles and gender identity formation. Celebrities and media characters that caught the interviewees＇ attention were mainly female adult entertainers and media characters. Girls showed admiration of specific talents and personalities of the celebrities and media characters. They paid much attention to the private lives of the celebrities. They learned from celebrities and media characters that certain behaviors were not acceptable in the social arena.

Social Freedom and Deprivation

What is the true sense of freedom？ Man is free and lacks freedom. The author considers the example of Louis XIV. It seemed that he held the sovereignty as the king of the absolute monarchy and the greatest freedom. But all his teeth were pulled out to protect him from illness and in his exercise as the king, he had many official obligations. Though he was king, he was free and lacked freedom. According to J. J. Rousseau （1762） who discussed the principle of freedom and oppression （deprivation）, if man realizes freedom, it needs to express his duty and subordination to the state. Therefore man is free and lacks freedom. What is the situation of contemporary citizens？ Instead of the oppression by the state, the citizen is controlled by the mass media. The best example is the drama observed about the prime ministers of Japan. There were many manipulations by the mass media. For our benefit we need to educate the persons who have good sense. We should remember that our freedom is not absolute. We are free and lack freedom, too. Often man searches freedom and comfort but often, on the contrary, he faces the lack of freedom. Electricity that is produced by a nuclear plant is useful, but the explosion of the nuclear plant creates a huge damage and tragedy, In a sense, deprivation is larger than freedom, because it could teach us self- awareness, moderation and let us know that we have enough.

The Situation of Performance Art in Iran, Past and Present

Performance art in every region and country depends mainly on rules, customs, and beliefs of that particular society hence; this art enjoys diversity with respect to its forms and contents. In contemporary lran, with the emergence of new artistic movements, performance art incorporated more academic and enlighten aspects. New mass media and modern visual medium such as light, sound, moving, and changing images, video displays as well as application of new signs and symbols are some of the special characteristics of the contemporary performance art in Iran. Moreover, the performance art in Iran is not merely related to the contemporary era rather it encompasses a large number of traditional representations that have been prevalent among common people with much meaningful rules. Its popularity among common people is also a conceptual art which conveys a content-based meaning in a more dramatic sense. For centuries, the tradition of performance art in Iran can be observed in the rules of Ta＇aziehkhani （quite singing or passion play）, Shamayelgardani （icon handling）, Ru-howzi （performance on pool platform）, Marekegiri （mono drama）, Qhashoqhzani （spoon handling） and Aroosakgardani （puppet handling）. Aestheticism relying on traditional performing method is also the outcome of taste and elegance of common people. These performances have more folkloric aspects protruding from humane institutions and blended with their vernacular beliefs. In the traditional method of performance art, performers mostly enjoy their own taste and style and use handy means for executing their roles. In contemporary Iran, traditional method along with modern theme has been widespread among people particularly in villages and small townships although these are not called as art. The present study is an attempt to study existing challenges to modern and ancient art traditions as well as aesthetic values attributed to each of them.

Dealing with Climate Change in a Digital Age

Digital technologies offer unprecedented opportunities in addressing climate change as public policy requirements increasingly pervade national boundaries. Health issues now merge with those in education, the environment, energy, culture, gender, security, and the economy. They offer enormous potential in mobilizing for political action. But they also have a dark side. Outgoing U.S. President Barack Obama issued a warning that social media in particular poses an existential threat to democracy. Their pervasive influence during the 2016 American presidential election highlighted the potential for the spread of fake news and alternative facts. These realities must be recognized and addressed if meaningful policies on climate change and future sustainability are to be achieved. The challenges ahead require a re-examination of overarching trends in mass media that date back to the middle of the last century. Warnings from scientists, scholars, and community activists indicate that, on the issue of climate change, time is running out. In his Encyclical on Climate Change and Inequality, Pope Francis amplified the urgent call to action. But collectively, we need to rethink the profit driven ways in which our proliferating digital technologies mitigate potential steps toward a sustainable future. In a myriad of forms that go well beyond the seductive and addicting trends of endless hours spent online, new and proliferating digital toys and gadgets are neither carbon neutral, nor as some proponents would have us believe, do they hold the sole promise of innovation and job creation. Additionally, their potential must be harnessed to maintain rather than disrupt social stability.

Shifting Goal Posts： The Interplay Between Political Advertisements and Editorial Slants in Newspapers During Elections

Advertising revenue is generally regarded as the lifeblood of the mass media since it largely contributes to the financial fortunes of both commercial and so-called public media houses. There is a consensus among political economy scholars that gives advertisers power over media content. It has also been argued that advertisers usually do not associate with ideological enemies. This research therefore sought to find out whether political advertisements especially, during election time, influence media content and whether political advertisers do not associate with media houses they are not ideologically compatible with. During election times, political parties also become big advertisers and newspapers together with broadcasting media compete to get advertisements from political parties so as to boost their financial fortunes. The research focused on the March 29, 2008 Zimbabwe harmonised elections with Network Guardian News a Kwekwe based privately owned community newspaper being used as a case study. This study utilised critical discourse analysis on purposively selected newspaper stories published during the period under study; while in-depth unstructured interviews with editors, reporters from the newspaper and politicians were also conducted to gather information. The findings revealed that in spite of the pro-ZANU-PF Network Guardian News newspaper carrying both MDc and ZANU-PF advertisements, its editorial stance remained hostile to the MDC-T party.

The Framing of Cosmetic Surgery, 1914-1950

This research seeks to add to the body of scholarship on the history of cosmetic surgery and American journalism and is guided by the following two-part research questions： How did newspapers and magazines frame plastic surgery between 1914 and 1950 and did the frames vary by year or did they recur throughout the time period studied？ The purpose here is not to argue that the press had a direct effect on the way beauty was defined within the cultural landscape of the early 20th century, but to examine the way plastic surgery＇s frame in the popular press shifted from reconstructing war-maimed soldiers to beautifying ordinary citizens.