近年來華人社群最大的BBS站台大批踢踢實業坊(PTT)在台灣使用人數劇增，加上其站台具有之社群屬性，使PTT逐漸發展成一個具有強大傳播與群眾力量的網路媒體，網友常在站上展現Web 2.0時代網路社群協力合作的精神。PTT除了是網友獲得資訊的平台外，也是網友聚集或參與網路運動的空間，站上的網友討論議題常常成為台灣大眾媒體記者報導之新聞題材。因此本研究以網路媒體PTT作為研究對象，並選擇與PTT和台灣現實社會皆有相關的2008年中華職棒米迪亞暴龍隊打假球事件作為研究案例。研究者以紮根理論分析法解析米迪亞暴龍隊打假球事件的相關文本，從中理解使用者在網路媒體PTT上進行網路運動的形式、PTT站上議題演變為大眾媒體議題的過程、以及網路媒體PTT在社會運動議題之中的角色；並從研究結果推衍出新興網路媒體為台灣大眾媒體、閱聽眾及媒介生態帶來的改變。 Many hegemonists have argued that mainstream established media tend to adopt the views from dominant class to make media contents. Those contents not only encourage existent hegemonies in the society, but also ignore the matter that the public are concerned about.
However, the rise of online media has brought some changes on both the existent media ecology and the audiences’ media using behaviors in Web 2.0 era. The prosperity of online media not only promotes the alternative media’s status, but also allows the audiences to have more power in media using. Today the journalists may take the online media issues which contain many public’s thoughts and opinions as the established media agendas. It seems that the perspective from the hegemonists may not be applied to the media ecology and the audiences’ rights nowadays.
The aims of this study are to explore the influence of the rise of online media on the existent media ecology and the audiences’ media using behaviors. PTT, a big online medium in Taiwan, is chosen to be investigated. This case study examines Dmedia T-REX disputated event in 2008. Grounded theory is used to analyze and interpret the data of this event in several aspects: (1) the form of the virtual movement on PTT, (2) the issues on PTT transfer to the established media agendas, and (3) the role that PTT has played in the agenda building process of this event. Finally, the researcher extends the results of these items to discuss the implication of online media on the audiences’ behaviors and the media ecology in Taiwan.
