淡江大學機構典藏:Item 987654321/54139
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    题名: 以媒介共時理論觀點探究大學生媒介使用現況
    其它题名: Exploring media usage of college students : a perspective on media synchronicity theory
    作者: 謝欣蓉;Hsieh, Hsin-Jung
    贡献者: 淡江大學資訊傳播學系碩士班
    楊智明;Yang, Jyh-Ming
    关键词: 媒介;媒介共時理論;媒介使用;媒介地圖;媒介熱區;Media;Media Synchronicity Theory;Media Usage;Media Map;Media Hot Zone
    日期: 2011
    上传时间: 2011-06-16 22:03:25 (UTC+8)
    摘要: 媒介不斷演進，每個時期，都有該時期使用媒介的樣貌，近年來媒介相關的資訊報導中，有些趨勢觀察家也逐漸提到媒介市佔率或版圖的討論，Klein在2007年預測媒介趨勢的概況圖，用三個變項觀察媒介使用狀況，三個變項分別是媒介使用時間量、傳播方式和使用族群大小，而本研究稱此圖為「媒介地圖」，用媒介地圖中的變項和媒介共時理論中的五種媒介特徵互為架構，實證大學生媒介地圖，探究大學生媒介使用現況。

    本研究的研究問題為：(1)計算各種媒介使用人數、使用時間量、一對多（公開）/一對一（隱私）程度，建立大學生的媒介地圖。(2)以媒介共時理論中所規範的五種媒介特徵為變項，討論對媒介使用時間的影響。(3)以媒介共時理論中所規範的共時條件，討論媒介的共時程度。以問卷調查法收集資料，進行量化的統計分析，並以區間估計方法獲得各變項之估計值，以99%的信賴區間估計值作為誤差範圍的標記，以繪製媒介地圖，並用相關分析檢驗相對應之假設。研究結果發現：(1)2007年媒介地圖與大學生媒介地圖相似度極高，使用量高的媒介有即時通訊軟體和微型部落格。(2)大學生偏愛即時回覆快、平行溝通強（社群）之媒介，這兩個特徵，形成媒介熱區的條件。(3)部落格和電子佈告欄是低共時媒介，適合發佈訊息；手機簡訊服務是高共時媒介，較容易讓參與者達到共識。
    History of media keeps changing and never stops. In every different epoch has its own feature for different media. In the recent years, many of media related reports mentioned that some tendency observers start to discuss some topics of the percentage of media market share and attempt to “map” how people use media. In 2007, Klein observed with three media usage variables, the total time of media use, the transmission usage and the users'' population, to forecast a graph for the media tendency, and the graph is called “Media Map” in this research. The research used Media Map''s variables and five media features from media synchronicity theory as a frame to verify college students'' Media Map and probe into college students'' present media usages.

    The issues in the research are: (1) College students'' Media Map were built up through the following ideas of the calculation of each media''s user population, total time of use and the privacy level (one to many/one to one). (2) The discussion to the influence of the total time of media use was based on five media features from the media synchronicity theory as the variables. (3) When the media synchronicity theory as the standard to discuss the extent of synchronicity.

    The data comes from questionnaire and use these data to carry out the quantified statistical analysis, also use the interval to find out each variables'' estimated value and mark with 99% confidence interval as the error range, then draw out the Media Map.

    The results of research are: (1) It has a very high similarity between the Media Map from 2007 and college students Media Map, they both are high usage of Instant Messaging (IM) and Microblog. (2) College students prefer to use the media with a high parallelism and instant feedback functions; and these two features are the factors of the Media Hot Zone. (3) Blog and Bulletin Board System (BBS) belong to low synchronicity, and suitable to post messages; Short Message Service (SMS) belongs to high synchronicity, and it makes participant easier to reach a consensus.
    显示于类别:[資訊傳播學系暨研究所] 學位論文

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