「浪漫臺三線」與客家文化創意產業的媒體再現

The news representation of The Taiwan Romantic Route 3 program between ethnic and non-ethnic media

2017年3月以來，行政院推動「浪漫臺三線」政策，期望以「臺三線客庄浪漫大道治理平台」啟動客家文藝復興。本計畫使用內容分析法，檢視臺三線四縣市的新聞內容對「浪漫臺三線」報導的主題與再現方式，時間為2017年3月22日至2019年3月21日。結果發現媒體對「浪漫臺三線」政策的報導，分為兩個方向，一是停留在報導政策的階段，消息來源引用也著重其政治性；二則是報導各式文化與觀光節慶活動，即使介紹客庄，也並未將此政策以「活化客庄」的角度來探討，地方文化、產業等重要行動者的消息來源缺漏，檢視政策執行的角度也被忽略。建議新聞媒體能以具有客家背景的地方記者採訪此類新聞，也應給予記者累積瞭解客家事務的機會，鼓勵記者提供客庄社區、產業經驗與在地需求，讓多元意見進入政策過程。

The Hakka Affair Council announced the policy ''The Taiwan Romantic Route 3 Program'' to re-establish the Hakka communities on 22 March, 2017. This study uses content analysis to analyze the news coverages related to the Romantic Route 3 program, from 22 March, 2017, to 21 March, 2019, after the announcement of the policy. The results revealed two main findings: the news coverages only lingered about the introduction of the policy, and the source quotes focused on political nature. Other than that, the themes and frames of the news did not follow the direction of policy discussion but emphasized events or tourism. The study suggests that news media can assign their local reporters with Hakka backgrounds to cover relative news.