從宗教與媒體的互動檢視台灣宗教傳播之發展

Transition of Religious Media in Taiwan From the Interaction Perspective of Religion and Media

本文聚焦於台灣宗教傳播的發展，並從宗教與媒體的互動關係與傳播特性探討宗教媒體的角色與影響。研究發現，在宗教管制政策與傳播法規鬆綁後，宗教和媒體的互動關係逐漸由「購買媒體」的買賣關係轉變為「經營媒體」的代理關係；傳播者由宗教內部的神職人員、信徒擴大到不具宗教承諾的媒體專業人士。宗教藉由媒體組織的專業雛型來傳播價值與理念，宗教媒體也展現出機構化、制度化和專業化的特色，進而使宗教傳播呈現以下傳播特性：首先，傳播內容由「信仰的意義」延伸到「社會的意義」，除了宣揚教義與宗教理念外，還擴及多元的世俗議題與普世價值。其次，傳播對象由「信徒取向」擴大到「大眾取向」，而非僅侷限在鞏固信仰與爭取入信。

This article addresses the transition of religious media in Taiwan based on the interaction perspective between religion and media. This study used document analysis to explore the evolution of religious media to address the characteristics and impact of religious communication since the lifting of martial law in Taiwan. The study elucidates the shift in religious media based on the following findings: (1) Religious media are gradually becoming organized, institutionalized, and specialized; and (2) religious media organizations have acquired the dual role of media source and nonprofit organization, in which spreading religious faith is the primary objective. This implies that the relationship between religion and media is different than in the past. Therefore, religious communication can transform 'media buying' into 'media management' and spread religious values and philosophy through media organizations. The object of religious communication is to extend religion to the public and provide mass orientation to specific faiths. However, the people who communicate faith have changed considerably. Not only have clergies and followers of particular religions become involved in religious media organizations, but non-religious media professionals have participated as well, although for different reasons. In addition, the contents of religious communication have changed because faith-based religion has acquired social meaning. Finally, the communication activities of religious organizations have been extended further to social and public arenas.