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    Title: 「客家傳播發展計畫」效益評估政策建議書
    Other Titles: Beneficial evaluation report of “Hakka Promotion Project”
    Authors: 趙雅麗
    Contributors: 淡江大學大眾傳播學系
    Keywords: 傳播政策;客家;多元文化;媒體近用
    Date: 2011-04
    Issue Date: 2012-05-01 16:40:44 (UTC+8)
    Abstract: 多元文化的保存與傳播已全面受到各國的重視與推廣,聯合國教科文組織於2002年建立了「全球文化多樣性聯盟」,致力於保護人類的語言遺產、多元思想、創作和傳播環境,並鼓勵世界傳媒和全球資訊網路製作、保護和傳播多樣化的文化內容,加強公共廣播和電視機構在開發高品質視聽產品所扮演的角色,並強化其他有利於多元文化產品傳播的合作機制。 由於大眾傳播媒體是現代社會民眾獲取生活資訊與外界經驗素材最重要的管道之一,因此政府推動多元文化的傳播政策中,媒體的地位自是舉足輕重。 為照顧多元文化族群收聽其語言節目之權益,客委會推動了中長程的「客家傳播發展計畫」,藉以拓展客家傳播市場,活絡客家傳播產業,提升客家電視節目品質,並進一步鼓勵客家族群對媒體的近用,以建構客家傳播永續發展的環境。 本案擬檢視過去3年執行計畫工作項目之成效,據以檢討計畫目標達成情形及執行措施的妥適性,並對未來發展提出執行政策之建議,以為未來中長程計畫發展及施政查之參據。
    Beneficial evaluation report of “Hakka Promotion Project” This report is authorized by Research, Development and Evaluation Commission of Executive Yuan to evaluate the implementation of “Hakka Promotion Project” by the Council for Hakka Affairs between 2008 and 2010. It has three purposes: 1.To assess the completion of goals and the flexibility of the implementation strategies of the project in order to guarantee the practice and implementation of a multicultural policy. 2.To assess the performance, especially the strengths and weaknesses, in the implementation of the project. This can serve as a reference for the further amendment and development of the project in the future. 3.To provide suggestions for the project, for the promotion of multicultural communication and for the implementation of Hakka ethnic group’s right of access to media. Literature review, in-depth interviews and focus group are all used in the study for data collection and analysis to make assessment of the project’s objectives, implementation process and effectiveness. Overall, the study concluded that “Hakka Promotion Project " has performed well in its “media exposure”, “implementation rate”, and “the quality of implementation”. However, the report also suggests that the project should re-orientate its own value and find itself an appropriate theoretical foundation to establish a monitoring system for "sustainable development of Hakka communication". In addition, the researchers recommend the Commission launch a Effectiveness evaluation in larger scale, which can serve as the basis to facilitate the ecological development of Hakka culture promotion. In particular, the commission should apply the two control principles of "innovation-oriented" and "cost-oriented" more flexibly to the promotion projects to sustainably manage and develop the image of Hakka community.
    Appears in Collections:[大眾傳播學系暨研究所] 研究報告

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