台灣電視新聞主播經營粉絲專頁之場域研究

Abstract

社群媒體（social media）問世至今，對新聞業帶來偌大的影響。台灣各大新聞台紛紛投入社群媒體的懷抱，包括成立新媒體部門或經營網路社群；電視台主播則紛紛成立粉絲專頁（fan page）與閱聽眾互動，亦是宣傳組織和個人知名度的管道，一改過往傳統電視新聞主播與閱聽眾互動的樣態。 本研究以「新聞主播經營粉絲專頁」為研究主題，援引社會學者Pierre Bourdieu的場域理論，分析新聞主播作為一行動者，在場域結構中發展生存心態、行動策略和累積轉換各項資本的動態過程。研究方法則以半結構式深度訪談為主軸，以主播個人在社群粉絲專頁所發佈的文本資料為輔，訪談台灣兩家各自以專業和商業為營運導向共十位電視台主播，描繪不同組織下主播的生存心態和行動策略，以及如何發揮相對自主性和建構新聞專業意理的過程。 研究發現新聞主播經營粉絲專頁會受到社會、組織和網路等不同場域習染，發展出相異的生存心態。研究歸納出「追求專業資本」和「競逐名聲資本」兩種生存心態及其各自發展出的數種行動策略：追求專業資本的主播較重視新聞專業意理，將粉絲專頁視為實踐新聞學想像的場域，其言行必須和新聞本質相關。具體行動策略包括：經營主播的專業權威形象、發文內容須具備公共價值、詮釋新聞立場中立、禁止業配代言、禁忌裸露照片、避免明星化經營等六項策略。競逐名聲資本者則傾向將粉絲專頁視為累積與轉換資本的平台，具體行動策略包括：追求名聲資本、轉介各項資本創造利益，包括將名聲資本轉介為經濟或社會資本，如轉職跳板或副業收入，粉絲專頁上的內容也不必然與新聞相關。新聞主播或新聞工作者經營粉絲專頁是當今新聞產業界常見的現象，不同主播亦會展現出相異的生存心態和行動策略。本研究期能提供未來新聞場域經營社群媒體之相關研究和實踐之參考。

Social media has been drastically changing the practice of journalism all over the world. News channels in Taiwan have been actively developing new media business in past decade, including establishing new media apartment and engaging online community. News anchors in nowadays also start involving social media to gain more publicity not only for news agency but for himself or herself by running fan page which has been changing the traditional ways of interacting with audience. The thesis is based on sociologist Pierre Bourdieu’s field theory to study the dynamic process of news anchors’ fan page practice. News anchor as an agent in multiple social fields, his or her habitus, strategies of action and capitals must be cultivated from those fields they’ve been engaging in. As a result, this thesis focuses on the analysis of Taiwan news anchors’ fan page practice. Semi-structured in-depth interviews are conducted to explore how new anchors in two different news agencies, professional or business oriented, cultivate their habitus and strategies of action to seek different capital, such as professional capital or social economic capital. This thesis especially emphasizes on how anchors constitute themselves as ethical subjects and practice news professionalism. Thesis also found out two different habitus when anchors running fan page business: pursuing professional or fame capital. Holding different habitus, anchors would develop their own unique strategies to obtain their position in social media and news fields.