由「台灣社會變遷基本調查」趨勢資料探討 市場競爭下民眾對四大報紙信任程度的改變

Abstract

本研究主要目的探討市場競爭下民眾閱讀四大報紙行為及對其信任程度的改變，除探討2003年《蘋果日報》來臺之後，閱讀不同報紙的民眾，對報紙媒介的信任和選擇的變化，也分析哪些因素影響閱讀不同報紙的民眾，對報紙媒介信任分數。本研究利用中央研究院「台灣社會變遷基本調查」大眾傳播組1998、2003及2008年的問卷調查資料進行分析，研究結果發現，民眾對於報紙的信任逐漸下降，閱讀不同報紙的民眾，對於報紙媒介的信任和使用也存有差異。並且，研究結果也指出，民眾的政黨傾向的確會影響對於報紙的選擇和信任。另外，本研究也發現閱讀不同報紙的民眾，對報紙政治新聞的閱讀頻率確實存有差異。 研究顯示，隨著時間的改變，民眾對於報紙新聞報導的指標認同也有所變化。本研究也發現，在不同時期，影響閱讀不同報紙的民眾對於報指媒介的信任程度的因素不同，影響閱讀各報的民眾對報紙信任程度的因素皆有所差異。

This study tries to find out the impact of market competition on the credibility of four newspapers in Taiwan, trying to know the change of newspaper credibility, when Apple Daily began to operate in Taiwan in 2003. And this study wants to know which factors influence people’s perceptions of newspaper. By analysing the data from Taiwan Social Change Survey of 1998, 2003 and 2008, this study finds that the newspaper credibility declined, and there are differences in perceptions regarding newspaper credibility. In addition, this study indicates that people’s political preferences would influence them in choosing newspaper, and the results also show that there are differences in reading newspapers’ political news in different newspapers. The results also indicate that there are different factors that influence the credibility of newspaper at different times.