臺灣傳統紙媒數位轉型的另一種可能──以《今周刊》為例

An Alternative Possibility of Digital Transformation for Taiwan’s Traditional Media: The Case of Business Today Magazine

二十一世紀的媒體產業並非處於一個太平盛世，數位化已衝擊傳統媒體生態。本研究以強調紙本價值並採取非主流數位轉型模式的傳統媒體組織《今周刊》為例，以Dąbrowska et al.（2022）三層次的數位轉型模型，分別從鉅觀至微觀角度分析生態、組織、個人等數位轉型的三面向，探究臺灣傳統紙媒在主流數位轉型模式之外的另一可能。本研究發現：一、傳統媒體數位轉型的不同模式，例如：「平網並進」、「紙本先行」模式，和「數位優先」、「中央廚房制」有明顯的差異；二、華人社會企業組織常見「家父長制領導」風格在《今周刊》數位轉型過程中扮演重要角色且有極大的影響；三、《今周刊》強調「紙本優先」的「雙廚房制」模式，重新提醒「紙本媒體」的定位和價值。

 

The media industry of the 21st century is not in a period of peace and prosperity. Digitization has already impacted the traditional media ecosystem. This case study focuses on Business Today magazine, a traditional media company that values the importance of print media while adopting an unconventional approach to digital transformation. Using Dąbrowska et al.’s three-level digital transformation model, the study analyzes the three dimensions of digital transformation—ecology, organization, and individual—from a macro to a micro perspective. The study explores an alternative possibility for traditional print media in Taiwan beyond the Western mainstream digital transformation models. The findings of this study are as follows: First, there are significant differences among the various models of digital transformation for traditional media. The “simultaneous development of digital and print media” and “print-first” strategies are distinctly different from the strategies of “digital-first” and “central kitchen system.” Second, the common “paternalistic leadership” organizational style prevalent in Chinese society plays a crucial role and has a significant impact on the digital transformation process of Business Today magazine. Third, Business Today magazine emphasizes the “print-first” and “dual-kitchen” model, reminding people once again of the positioning and value of “print media.”