追求知識、認同或娛樂？政論性談話節目的內容與閱聽眾收視動機的探討

The Pursuit of Knowledge, Identification or Entertainment? An Exploration of Political Call-in Program Content and Audiences' Viewing Motives

本研究從使用滿足角度出發，探討政論性談話性節目的內容與閱聽眾的收視動機。內容分析顯示：（一）談話性節目內容有一定的資訊性，以探討時事為主，而來賓除了立委外，以政治評論家與媒體人為主；（二）節目內容充滿政黨偏頗；無論主持人或來賓，其發言內涵大都呈現清楚的政黨傾向，同時主持人或來賓其國台語的使用與節目的政黨傾向間也有清楚的對應；（三）節目內容充滿衝突與批判，呈現討論議題的主題句中不乏衝突對立的提問或引人注意的修飾問句，來賓與觀眾發言內容則完全以批判角度出發。對應到內容分析三大面向，本研究提出閱聽眾觀看叩應節目三個主要可能動機為：（一）增加知識；（二）尋求認同；（三）消遣娛樂。電訪結果發現增加時事資訊與政治議題的相關知識（增加知識）最能解釋閱聽眾收視天數的動機；同時不同背景的閱聽眾希望透過政論性談話節目獲得不同的滿足：教育程度愈低、年紀愈大的閱聽眾愈希望藉由談話性節目增加知識，而有政黨傾向的選民會希望透過節目收視來「尋求認同」，同時，泛藍與泛綠的選民較中性選民會因辯論內容過癮與有可看性而觀看（「消遣娛樂」動機）。在叩應部分，政治興趣是唯一能解釋閱聽眾叩應行為的變數。

Developing usage and gratification theories, this paper explored the content of political call-in shows and audiences' viewing motives. The content analysis indicated that call-in programs in Taiwan exhibited the following aspects: (1) they discussed more breaking news than general public policies; (2) they contained party biases; and (3) they framed topics in a negative light. With regard to these findings, we propose that there are three major motives for watching political call-in programs: seeking knowledge, looking for party identification and serving as entertainment. A telephone survey found that seeking knowledge was a significant predictor of viewing frequency. In addition, age and education predicted the degree to which viewers sought knowledge from watching call-in programs. Party identification forecasted the degree to which viewers sought identification from watching these programs.