台灣茶油產業新聞報導之內容分析

Content analysis for the industrial news of camellia oil in Taiwan

隨著社會和科技的迅速發展，食品安全的議題最常為民眾所關注。尤其是面對高齡化社會的到來，強調健康的養生和休閒風氣已然成形。一向仰賴進口油品的台灣，歷經多次食安風暴後，其國產的茶油產業的發展，可否將其取代部分進口油，則為本研究的主要動機。茶油產業在台灣具有發展的商機，因為多屬零星種植，銷售管道不大，加上大陸的油茶籽大量進口，民眾常擔心買到品質不佳的茶油，此等問題皆需深入探討。雖然近年來，表面上呈現逐漸興盛的趨勢，主要是從事油茶樹種植的農家，經過政府的獎勵契作種植，以及相關措施等輔導所致。經由本研究發現，在台灣的報紙媒體上，有關茶油方面的「食農食安」內容最常被探討，其中又以保健療效的報導居多。因此，本研究即希望透過內容分析，期能釐清近六十七年來台灣茶油產業發展的問題所在，以建構呈現的趨勢與其間內涵變化型態，並進一步瞭解和探討其發展中，有何種觀點與想法提供該產業發展之參考。根據結果顯示，除了政府的獎勵措施外，還要建立明確的產銷標準流程、合格產地證明和油品的認證等制度，實為我國茶油產業的努力的方向。 Camellia oil industry has the potential of business opportunity in Taiwan. Because many oiltea camellia trees are cultivated sporadically, sales pipeline is not large, and large amount of imported mainland's oil camellia seed, people often worries about buying poor quality camellia oils. These problems need to be discussed in depth. In recent years, the industry appeared prosperous mostly due to the government's award deed and related measures. This study found that the report regarding camellia oil in Taiwan's news media, 'food agriculture and food security' and the health care effects are the major topics discussed. This study was conducted to characterize of the development of Taiwan's camellia oil industry in the past 67 years by analysing the media content of the industry in order to identify the problems the industry had faced, and to realize the the changes, trends, views and ideas that can be used for improving the development of the industry. The results suggest that, in addition to government incentives, a clear production, processing and marketing standards, as well as a system for origin and quality certification are needed to strengthen the camellia oil industry in Taiwan.

Camellia oil industry has the potential of business opportunity in Taiwan. Because many oiltea camellia trees are cultivated sporadically, sales pipeline is not large, and large amount of imported mainland's oil camellia seed, people often worries about buying poor quality camellia oils. These problems need to be discussed in depth. In recent years, the industry appeared prosperous mostly due to the government's award deed and related measures. This study found that the report regarding camellia oil in Taiwan's news media, 'food agriculture and food security' and the health care effects are the major topics discussed. This study was conducted to characterize of the development of Taiwan's camellia oil industry in the past 67 years by analysing the media content of the industry in order to identify the problems the industry had faced, and to realize the the changes, trends, views and ideas that can be used for improving the development of the industry. The results suggest that, in addition to government incentives, a clear production, processing and marketing standards, as well as a system for origin and quality certification are needed to strengthen the camellia oil industry in Taiwan.