置入性行銷對新聞記者的影響

Product Placement in Journalism and Its Impact on Reporters

置入性行銷可能以各種形式出現在新聞中。由於它要求新聞記者配合媒體的廣告業務或專案進行採訪報導，不僅對新聞記者的報導自由構成影響，也影響新聞記者的工作自主權，因此本研究的主要目的即在探討「置入性行銷」對新聞記者的影響。本研究採用問卷調查法，共訪問報紙、電視及廣播記者771人。研究結果發現，配合置入性行銷專案進行採訪報導的頻率是預測新聞記者工作自主權、工作滿意度、未來工作計畫與倫理態度的最有力變項，顯示置入性行銷對新聞記者的工作自主權、工作滿意度、未來工作計畫及倫理態度均構成嚴重影響。配合置入性行銷專案進行採訪報導頻率較高的記者不僅認為自己的工作自主權與工作滿意度較低，未來留在目前工作單位繼續服務的意願也較低，並較傾向認為配合置入性行銷專案進行採訪報導是可接受的行為。

This study examines the use of product placement in journalism and its impact on reporters' perceived autonomy, job satisfaction, future employment aspirations, and ethical attitudes. Using a random sample technique, a total of 771 working reporters were interviewed in 2004. The results of the study showed that a substantial majority of reporters surveyed had worked for product placement projects. The results also revealed that the frequency of participating in the product placement projects was the best predictor of the respondents' perceived autonomy, job satisfaction, future employment aspirations, and ethical attitudes.