平面傳播媒體股市報導用語分析探討

投資股票是國人心中最喜愛的理財方式之一，平均每三個人就有一個人在股市開戶交易。歐美各國的股市投資者是以法人投資、機構投資人最普遍，由專業分析對市場進行深度的資訊判斷後，再進行股市交易。然而臺灣證券市場的投資者是以散戶為主，在這種情形下，媒體在投資訊息的報道上則必須多加量散戶投資者對資訊取得能力的差異性。
本研究試圖以廣義的當代比喻觀點，找出描述臺灣股票漲跌的比喻部分，嘗試解析這些股票比喻用語透露出我們對臺灣股票市場的理解有何特性？本文試以國內兩大專業財經報紙—工商時報及經濟日報有關臺灣股市報導的進行比喻用語的分析，並從而整理比較出兩報在陳述報導上的不同。

In Taiwan’s stocks market, individual traders make up 80% of total traders. Not like the investors in Europe of USA who are heavily relying on the open information published by enterprises, in making investment decisions, Taiwan’s individual traders are dependent on the media reports such as newspaper, TV and so on. Under the circumstance where the individual traders are in the bad position to obtaining the information, the media need to provide more useful information to them in having a better understanding of stock trading.
This paper is attempted to describe and analysis the metaphors of the newspapers about Taiwan’s stocks market.