在地發聲、媒介素養與社區行動－－彰化縣員林鎮「員林鄉親報」之個案研究

Local Voices, Media Literacy and Social Actions: A Case Study of Yuan-lin Folks Press

本研究自2000年起，長期觀察在九二一大地震重建區興起的一份社區報──《員林鄉親報》的運作個案，探討公民如何通過社區媒介近用、媒介素養及賦權過程而促進改變。研究發現，《員林鄉親報》在其特定的社區脈絡下，以參與、報導、媒介素養、社區行動等要素交相運作，形塑了一個非線性的、動態的社區傳播新貌，此一創新形式不但擴大了社區公共領域的範疇，從傳統媒體延伸到市民的社區行動上，它也顯示，草根媒介也可能與主流媒體競爭、協商、合作，進而通過賦權促進社區及社會改變。

The study explored the operation of a citizen medium — Yuan-lin Folks Press (2000-2005) in a small town in central Taiwan. By viewing the issue from the perspectives of media access, media literacy as well as empowerment, the study indicated how local voices and images can be seen and heard by the general public, and how local citizens gained the rights of local culture interpretation for their own community. The data were collected via long-term observations, in-depth interviews and focus group discussions after the 921 Earthquake in 1999. The study suggested that within the contexts of a specific community of Yuan-lin Township, the media had created a new form of bottom-up non-linear, and dynamic community communication through interplaying with participation, producing, and media literacy of 'learning by doing' as well as community actions. This innovative form had not only expanded the public sphere from the traditional media to the community actions, but also showed that the small media might be able to compete, negotiate and cooperate with the mainstream media. Furthermore, it may as well change the nature of community and society through self- and community empowerment.