2001至2005年臺灣偶像劇呈現菸品及吸菸行為訊息之分析

Abstract

臺灣青少年吸菸率於2004年及2005年的調查顯示，曾有吸菸行為之國中生為27.0％，高中職生為41.9％，顯示出青少年吸菸問題之嚴重程度；而許多研究已指出媒體中呈現之吸菸行為已成為影響青少年嘗試吸菸之重要因素之一。因此本研究旨在瞭解2001至2005年於臺灣地區所播放受青少年喜愛之臺灣偶像劇中，關於菸品及吸菸行為訊息呈現之表面及潛在內容暴露情況分析。本研究採內容分析法進行，選取2001至2005年間，每年收視率為前三名之臺灣偶像劇為樣本，共計十五部偶像劇中出現421個鏡頭，並設計「臺灣偶像劇菸品及吸菸行為內容分析表」做為內容分析之研究工具。所得資料採用SPSS11.5套裝軟體進行量化資料分析。 研究發現：1.菸品及相關物品的鏡頭呈現比例為24.0％，平均出現時間為2.45秒。2.吸菸行為的鏡頭呈現比例為76.0％；平均出現時間為9.74秒。3.使用菸品時有15.6％伴隨著飲酒行為；使用菸品的角色大部分為配角、男性、領導性角色，且處於焦慮煩惱或是自豪得意的情緒中，而整體呈現出的角色正面形象多於負面形象。4.吸菸的男性角色多為配角、成年者、反派；女性角色則多為主角、青少年、正派。5.整體的菸品及吸菸行為訊息暴露情況僅在2002年時有大幅度的降低，但至2004年又呈現上升趨勢。但2002年及2004年呈現之吸菸行為鏡頭減少，取而代之為菸品及相關物品鏡頭的增加。 依據研究結果，建議未來研究可增加不同國家及年代之樣本數，並輔以文本分析進行分析；亦可提供教育者於媒體識讀教學設計之參考。Adolescence cigarette smoking is an serious problem in Taiwan. The evidence based research results show that junior high school students smoking prevalence was 27.0% and senior high school students smoking prevalence was 41.9% among 2004-2005.Many researches point out that adolescent smoking behavior could be influenced by the media represent smoking behavior message. The main propose of this study is to understand the represented message of the manifest and latent contents of cigarette and the smoking behavior in trendy drama on TV in Taiwan. Data are collected by trendy drama that broadcasted among 2001-2005 in Taiwan and the TV Program Rating were the top three. 421 shots are used content analysis methods to analyze, and applied SPSS 11.5 for windows to proceed the frequency and Chi-square statistics. Major findings include: 1.The percentage of shot represented message about cigarette in trendy drama is 24.0%, and average time is 2.45 seconds. 2. The percentage of shot represented message about the smoking behavior in trendy drama is 76.0%, and average time is 9.74 seconds. 3.The behavior characters engaged in while smoking is alcohol using(15.6%), and most smokers in trendy drama are minor characters, male and leading characters, mood state motivator for smoking is anxiety or conceitedness, and positive image presenting is more than negative image. 4.Male actors whom smoking most are minor characters, adult, and villains; and female actresses whom smoking most are major characters, teenager, and positive characters. 5.Represented message about cigarette and the smoking behavior in trendy drama only decrease in 2002, but increase in 2004. Shots about the smoking behavior decrease in 2002 and 2004, and be taken over by shots about cigarette. According to these results of this study, suggest that future studies can add samples in different countries and years, and assist content analysis. It is also provide suggestions for educators who design curriculums of media literacy.