使用媒體的因素：應用「使用與滿足」理論之英文期刊論文（1981-2020）內容分析

Factors for Using Media: The Content Analysis of Articles Based on “Uses & Gratifications” Theory in English Periodicals (1981-2020)

「使用與滿足」理論強調閱聽人使用媒體的主動性，獲得諸多研究的引用。本研究蒐集1981-2020年發表的英文期刊文章共120篇並進行內容分析，以探究二問題：「使用媒體的因素」、「文章探討的媒體及其使用者」。問題一分析顯示，1981-1996年及1997-2020年此二年段論文中，達統計顯著差異的因素包括一大類因素、以及分屬不同大類之七個細項因素。問題二結果顯示，此二年段論文中的媒體種類及使用者世代，亦達統計顯著差異。整體而言，新興世代如Y及Z世代著重媒體的操作性、展現性、連結性；跨世代使用媒體的穩定不變因素，則在於獲得資訊、娛樂、與互動交流。最後，本研究對後續研究如資料蒐集及方法等提出建議。

 

The “uses and gratifications” theory emphasizes audience initiative and activeness for the use of media, which has been widely cited. This study collected 120 articles published in English periodicals from 1981 to 2020 for a content analysis to explore two questions: “factors for using media”, and “media and users investigated”. The findings for question 1 show that several factors, including a main factor and 7 sub-factors among different main factors reached statistically significant differences between articles published between 1981-1996 and 1997-2020. The results for question 2 show that the types of media and the generations of users in sample articles also reached statistically significant differences. Overall, for the new generations, such as Generation Y and Z, the media attributes of operation, expressiveness, and connection matter the most. The unchanged factors for using media across generations are obtaining information, entertainment, and interaction. Finally, this study provides suggestions about the data, methods, etc. for further research.