運動表現與報紙曝光率之關聯性探討－－以蘋果日報刊載第三屆超級籃球聯賽照片為例

The relationship between sports performance and media exposure - The example of Apple Daily News photos of the SBL

目的：本研究旨在探討報紙刊載運動照片之情形及運動表現與媒體曝光率的關係。方法：以蘋果日報刊載臺灣第三屆超級籃球聯賽（SBL）之照片及球員（隊）之運動表現為研究對象，首先對蘋果日報刊載SBL之照片進行內容分析，再與球隊及球員之整體運動表現進行關聯性探討，所得資料以百分比分析法、皮爾遜相關與逐步多元迴歸分析。結果：一、蘋果日報刊載SBL片的報導量佔所有運動照片的比例不高，報導的對象以球員最多，報導的球隊以臺啤最多，報導的人數以一人最多，報導的型態內容以動態（比賽時）」最多，報導的人物表情以比賽專注表情最多；二、SBL球隊的勝場、敗場、勝率及勝差與蘋果日報刊載之照片有相關；三、在球員20項運動表現方面的總得分（r＝.782）、平均每場得分（r＝.757）、總籃板（r＝.683）、平均每場防守籃板（r＝.681）、平均每場籃板（r＝.637）、總阻攻（r＝.624）等與蘋果日報刊載之照片有較高的正相關。結論：球隊的勝率越高及球員的總得分高、總阻攻高、總助攻高、總籃板高，且總上場時間（秒）較長，將有較高的報紙媒體曝光率。

Purpose: The purpose of this study was to explore the relationship between sports performance and media exposure. Methods: The objects of the study were the players' and teams's performances and adopted the photos of the 3th year of Super Basketball League (SBL) from Apple Daily. First, The study adopted the content analysis to analyze the photos of SBL from Apple Daily and then conferring on the relationship between team's and player's performances. Data were analyzed by percentage analysis, Pearson correlation, and stepwise multiple regression. Results: 1. The SBL didn't got more news photos than other sports in Apple Daily , and the content of photos focus on the players, the team of Taiwan Beer , one person, competition condition, and the expression of focused. 2. The numbers of photos in Apple Daily were positive correlation with wins and winning percentage of SBL's teams, and negative correlation with losses and game back of SBL's teams. 3. The Performances of player's points total (r= .782), points per game (r= .757), rebounds total (r= .683), defensive rebounds per game ( r= .681), rebounds per game (r= .637), blocked shots total(r= .624) have higher positive correlation with the numbers of photos in Apple Daily. Conclusions: The team with higher rates of winning will get more media exposure. Player with more points total, blocked shots total, assists total, rebounds total, but less minutes total will get more media exposure.