特定族群對廣電媒體的需求及收視聽行為：以客家人與原住民為例

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(48) Hoffman-Riem, W. (1987). "National Identity and Cultural Values: Broadcasting Safeguards," Journal ofBroadcasting 31(1):57-72. In re Poi/cies and Rules Regarding Minority and Female Ownership of Mass Media Facilitees, Notice ofProposed Rulemaking, 10 FCC Rcd2788, 2797(1995).. Irving, L.(1996).. Minority Commercial Btradcast Ownership in the United States; The. Minority. Telecommunications. Development. Program,. National. Telecommunication and Information Administration, United States Department of Commerce. Kerner, O. (1968).. Reports ofthe National Advisory Commission on Civi/ Disorders.. Meadows, Michael (1992).. "Broadcasting in Aboriginal Australia: One Mob, One Voice,. One Land," S. H. Riggins, ed. Ethnic Minority Media: An International Perspective. London: Sage. Minority Ownership of Broadcast Stations: Hearing Before. the Subcomm.. Communications ofthe Senate Comm on Commerce, Science, and. on. Transportation,. 101st Congress, 1st Sess.(1989). Minority Ownership Task Force (1978).. Federal Communications Commission Report on. Minority Ownership in Broadcasting.. "Minority Tax Certificates:Doing the Job"(1991). Ngui, Matt,etc (1994).. Broadcasting &: Cable April: 68-70.. "Behind the Rhetoric: Employment Practices in Ethnic. Minority Media in Australia," Charles Husband, ed. A Richer Vision: The Development of Ethnic Minority Media in Western Democracies. London: John. Libbey. Nondiscrimination Employment Practices ofBroadcast Licensee.s(1969), 13. F.c.c. 2d. 766.. Poindexter, P. M. & C. A. Stroman (1981). "Blacks and Television: A review of the Research Literature, " Journal ofBroadcasting 25(2): 103-122. Policy Statement,Standards for Assessing Forfeitures for Violations of the Broadcast. -384.

(49) M~.Mfl. •••m~.*&~.~fiS:~~~AW~tt~S~. EEO Rules(1994), 9 FCC Rcd929 (EEO Policy Statement).. Riggins, S. H. ed.(1992).. Ethic Minority Media: An International Perspective London:. Sage. SBS(1990).. The Greater Perspective, Australia: Canberra Publishing & Printing Co.. Stanfield, J. H. II & Rutledge M. Dennis,eds. (1993).. Race and Ethnicity in Research. Methods. London: Sage. Statement of Policy on Minority Ownership ofBroadcast Facilities(1978), 68 F.CC 2d979. (hereinafter 1978 Policy Statement). Weinstein., Brian (1983). The Civic Tongue: Political Consequence of Language Choice. New York:Longman. Wilson, C. C. & Felix Gutierrez (1985). Minorities and Media:Diversity and the End ofMass Communication. London: Sage.. Wilson, C. &Felix Gutierrez (1995). Race,Multiculturalism, and the Media, 2nd ed. London:Sage.. -385.

(50) The Needs and Viewing Behavior of the Hakka & the Aborigines Yu-Li Liu. Abstract In the past, the Hakka and the Aborigines were neglected or misrepresented in the broadcast media. Since the government opened up the spectrum in 1993, there have been increased many new radio stations 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 purpose 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 language 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-consciousness, self-recognition and participation for the broadcast media is also important for the Hakka and the Aborigines to carry out. Key words: the Hakka, the aborigines, minority preference policy, viewing behavior, uses and gratification, program language, caption, electronic media. -386.

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