臺灣圖書館新聞媒體形象之研究

Abstract

隨著網路越趨發達，民眾接收資訊的管道變得更加多元，且新聞被視為重要的獲取資訊管道之一。過往圖書館新聞形塑出部分負面形象，且相關新聞數量偏低，由於新聞報導除了能形塑出社會現象，更能作為圖書館與民眾溝通之橋樑，因此新聞媒體塑造出的圖書館形象可謂十分重要，藉由新聞建立之形象瞭解自身優勢加以鞏固，不足之處則修正缺失，是藉此審視自身形象優劣的方法之一。有鑑於國內相關研究與現今時空環境已差距20年以上之久，先前研究結果較不適合用來推論當前圖書館環境所呈現出的形象現況，因此本研究希冀透過分析圖書館新聞，綜觀其形象為何及報導內容有何轉變。本研究採內容分析法，以聯合知識庫之全文報紙資料庫中可取用且經篩選後共1,309則臺灣圖書館新聞作為研究對象，以「新聞內容主題框架」、「新聞背景資訊框架」、「新聞情感與形象框架」三大分析框架切入，剖析新聞文本中的「新聞內容主題」、「提及對象」、「事件地點」、「圖書館類型」及「新聞情感形象」，藉以瞭解臺灣圖書館新聞媒體形象之概況及其轉變。研究結果發現，在「新聞主題內容」框架方面，（1）新聞內容以「圖書館建設升級與發展（427則，32.62%）」佔最多，次之為「圖書館閱讀與文化推廣（269則，20.55%）」，且每年出現的內容主題相似度極高；（2）圖書館與外部單位合作頻繁；（3）臺灣圖書館將新聞作為對外傳遞資訊的管道之一。在「新聞背景資訊」框架方面，（1）多數圖書館新聞內容會引述正/副縣市鄉鎮里區長之立場進行詮釋；（2）事件地點以「北部地區（714則，54.55%）」佔最多，最少的則為「離島地區（10則，0.76%）」；（3）在臺灣圖書館新聞中，以公共圖書館為主角進行報導的新聞數量超過七成（959則，73.26%）。在「新聞情感與形象」框架方面，（1）以中性(634則，48.43%)情感形象佔最多，次之為正面(504則，38.50%)，負面(171則，13.06%)則為第三。根據研究結果，本研究分別提出圖書館實務建議及未來研究建議，希冀圖書館除了將新聞作為傳遞資訊的管道外，也能對於其呈現之形象及潛在負面影響更加重視。圖書館實務建議包含：（1）圖書館新聞主題內容應更加多元；（2）圖書館新聞詮釋方式應更積極正向，體現圖書館核心價值；（3）須留意圖書館新聞中隱藏的負面形象議題。未來研究建議包含：（1）運用AI工具輔以分析圖書館新聞文本；（2）以事件地點及圖書館類型為區分進行概況分析；（3）進行其他領域或與圖書館性質相似之機構新聞媒體形象研究；（4）探討新聞標題之媒體形象。

With the rapid advancement of the internet, people now access information through more diverse channels, and news remains one of the most important sources. In the past, libraries have often been portrayed with a negative image in the news, such as lacking active engagement with the media and missing opportunities to share positive information. As a result, the quantity of library-related news reports has been relatively low, and their public image has suffered. Since news reporting can shape societal perceptions and serve as a communication bridge between libraries and the public, the image constructed by news media is of critical importance. By understanding the image shaped through news coverage, libraries can reinforce their strengths and identify areas for improvement, making this a valuable method for self-assessment.Given that previous domestic studies on this topic are more than 20 years old and no longer reflect the current context, their findings are not suitable for interpreting the present-day image of libraries. Therefore, this study aims to analyze news reports about libraries to examine the overall media image and any changes in reporting content over time.This research adopts content analysis methodology, using 1,309 news articles related to libraries in Taiwan, sourced and filtered from the United Daily News Group Knowledge Database. The analysis is conducted through three main frameworks:"News Content Theme Framework," "News Contextual Information Framework," and "News Sentiment and Image Framework." These frameworks allow for in-depth analysis of news topics, mentioned entities, event locations, types of libraries, and the emotional tone and image presented, in order to understand the overall media image of libraries in Taiwan and its evolution. Findings of the study reveal the following about the media framing of library news:1. News Content Frame:(1) The most frequently reported topic was Library Infrastructure Development and Upgrades (427 articles, 32.62%), followed by Library Reading and Cultural Promotion (269 articles, 20.55%). The distribution of content topics remained highly consistent across the years；(2) Libraries frequently collaborated with external organizations；(3) Libraries in Taiwan used news media as one of the key channels to communicate with the public.2. Background Information Frame:(1) Most library news articles referenced the perspectives of local officials, such as mayors, deputy mayors, and township or district leaders；(2) The most common event location was Northern Taiwan (714 articles, 54.55%), while the least reported was Outlying Islands (10 articles, 0.76%)；(3) Over 70% of the reports (959 articles, 73.26%) featured public libraries as the main subject.3. Emotional Tone and Image Frame:(1) The majority of articles presented a neutral tone (634 articles, 48.43%), followed by positive (504 articles, 38.50%), and then negative (171 articles, 13.06%).Based on these findings, the study proposes suggestions for future research and practical strategies for libraries. It is hoped that libraries, in addition to using news as a tool for information dissemination, will pay greater attention to the image presented and its potential negative implications.Practical recommendations for libraries:(1) Diversifying news topics related to libraries;(2) Adopting more proactive and positive interpretations of news content to reflect the core values of libraries;(3) Paying attention to hidden negative issues in library-related news reports.Recommendations for future research include:(1) Using AI tools to assist in analyzing library news texts;(2) Conducting comparative analysis based on event location and library type;(3) Studying the media image of other fields or institutions similar in nature to libraries;(4) Investigating how media headlines influence image perception.