台灣公共圖書館運用新聞媒體關係之研究

Abstract

中文摘要：本研究的主要目的係在以新聞媒體所形成的主流文化和社會價值觀中，探討公共圖書館如何運用新聞媒體關係的影響力，提升公共圖書館的正向能見度，促進知識社會運作得更完備。根據研究目的，完成以下問題之研究： 一、有關公共圖書館部分 (一)組織內是否設有負責新聞媒體關係的部門和專職人員？運作機制如何？ (二)如何運用新聞媒體關係？是否有業務標準作業流程和進行效益評估？ (三)如何經營新聞媒體關係？有何困難及需要提升之處？ (四)如何處理新聞危機？ (五)未來有何機制與新聞媒體更多合作？ 二、有關新聞媒體部分 (一)新聞媒體報導公共圖書館新聞之主要面向為何？ (二)如何提升公共圖書館新聞的見報率？ (三)對公共圖書館新聞較感興趣之議題為何？ (四)對公共圖書館的認知及有何需要協助？ (五)未來有何機制與公共圖書館更多合作？ 本研究以聯合報系聯合知識庫做為研究資料庫，並以隸屬於教育部的國立中 央圖書館台灣分館、國立台中圖書館；院轄市圖書館(都會型圖書館)的台北市立 圖書館、高雄市立圖書館；及屬於縣市政府的三級機構(獨立的圖書館)的台北縣 立圖書館、台南市立圖書館等6個公共圖書館做為研究樣本。透過文獻的探討、 內容分析法的實作、實際對9位圖書館工作者和7位新聞媒體工作者進行深度訪 談之後，予以分析歸納。 獲致結論如下： 一、公共圖書館新聞內容主題的量與質不受重視且失於均衡。 二、 6個研究樣本在運用新聞媒體關係之策略和組織上，以單向傳播(缺乏業務 標準作業程序、工作手冊、偏向推廣活動)、命令式授權(由館長或副館長擔任對 外發言人，並沒有專門負責部門的編制和預算；實際負責新聞媒體工作的都是兼 職人員)為主。 三、對運用新聞媒體關係的傳播管道上，主要著重於文字和館方網頁傳播。 四、公共圖書館員與新聞媒體工作者的關係疏離不密切；新聞媒體記者對於公共 圖書館工作職務的認知相當有限，看法傾向負面。 五、公共圖書館在運用新聞媒體關係效益評估上，以基本的量的統計為主。 六、公共圖書館在新聞危機管理的機制上有一定的流程，卻多為被動處理、事後 補救的模式，失之於新聞危機管理制敵機先的優勢。 七、公共圖書館和新聞媒體之間存在著外在溝通障礙、彼此之間的認知與態度和 互動關係存在著實際落差等現況。

Abstract: The main purpose of this research is in forms by the news media in the mainstream culture and the social values, how does the discussion Public library using the news media relation’s influence, the promotion Public library's forward visibility, the promotion knowledge society operate completely. According to the purpose of the research to complete the following questions: I, on the part of public libraries : (A) whether the organization is responsible for media relations with the sector and full-time staff? The perating mechanism of how? (B) how to use the relationship between the news media? Whether there is any business standard operating procedures and assess the cost-effectiveness? (C) how the business relationship between the news media? What difficulties and of the need to upgrade? (D) how to deal with crisis news? (E) the future of the mechanism in place for more ooperation with the media? II, on the part of the news media : (A) of the news media reported news of the main public library for that? (B) how to upgrade public libraries frequent news? (C) information on public libraries interested in the question than that? (D) of the public libraries of the cognitive and need help? (E) the future of the mechanism in place for more cooperation with public libraries? In this research, the United Daily News Data as a joint study of knowledge database,and is part of the Ministry of Education of the National Taiwan Library, National Taichung Library; municipality Library in the Taipei Public Library, Kaohsiung Public Library; and three-tier county and city governments are institutions (independent libraries) Library of the Taipei County, Tainan Municipal Library and other public libraries for the six research samples. Explore through literature review, content analysis of the implementation, the actual library for the nine workers and seven workers for in-depth media interviews, analysis be summarized. Obtains the conclusion to be as follows: First, the theme of public library news content of the quantity and quality are not taken seriously and lost in the balance. Second, sample 6 in the use of news media relations strategy and organization, to a one-way communication (lack of business Standard operating procedures, manuals, biased promotional activities), the command authorization (by the director or deputy director as to outside the spokesman, and is not specifically responsible for the preparation of sector and budget; the actual work is responsible for the news media and are staff) mainly. Third, the relationship between the use of the spread of the news media pipeline, the main focus on the text and the dissemination of the museum's website. Fourth, public librarians and media workers are alienated from not close; the news media's job for the public libraries of the cognitive work of a very limited view of the negative tendency. Fifth, public libraries in the use of effective assessment of the relationship between the news media, the basic statistics of the volume of the main. Sixth, public libraries in the news a mechanism for crisis management there are certain processes, but for the passive treatment, remedial model, miss the news of crisis management system to the advantage of enemy aircraft. Seven, public libraries and the news media of communication between the external barriers, between cognition and attitudes and Interactive relationship between the existence of the actual status and so on.