媒體網站的理想與現實：1995～1998

The media web sites in Taiwan 1995~1997: A preliminary study

傳統媒體因應社會、經濟大環境而採納新科技，最後因此而轉變型貌，費德勒喻為「媒體變形蟲」。台灣地區的媒體產業自1995年開始採用網路作為供應資訊內容的新管道。為了瞭解媒體建置網站所面臨的問題和生態改變，作者在1997～98年間對媒體網路部門人員進行訪談。結果發現，傳統媒體建置網站初期所面臨的挑戰，一部份來自於傳統媒體本身，另外一部份則來自於大環境。大致說來，來自於傳統媒體本身的因素包括：傳統媒體決策者的識見、媒體組織的體質、以及媒體經營者對閱聽人的瞭解程度。來自於外界的影響因素，則包括：電信網路建設、政策法規環境、以及閱聽人的意願。

Media adopt new technologies in respond to the economical, social, and political environments and eventually change their shapes. Fidler (1997) described this ongoing changing process of media as mediamorphosis. The present study investigated how the media in Taiwan adopted Internet to change during 1995-98. The results indicated that the ramifications of media web sites originated from both media organizations and the contexts. The visions of media owners, the structures of organizations, the degree the media and the ways media operated web sites are the accelerating/braking factors within media web sites. Those factors outside the media organizations also affected the development of the media websites: the supports of telecommunication infrastructure, the legal/policy environment, and willingness of the potential audience.