社會企業型媒體運用社會資本之研究──以《四方報》為例

Abstract

過去，媒體經營途徑侷限在商業媒體與非營利媒體的思維。商業媒體為達成利潤極大化的目標，不斷地朝謀利方向傾斜，危害新聞專業與自主性，損害新聞公信力和品質；非營利媒體則過度仰賴外部捐款和補助，導致長期處於財源困境之中。商業媒體的弊病和非營利媒體的財源困境，激發全球媒體開創出一種有別於商業媒體和非營利媒體的「第三條路」－－社會企業型媒體。 本研究採取個案研究法，旨在探討社會企業型媒體《四方報》在受到財務與人力等資源的限制下，如何以社會資本作為引進資源的策略，進而藉由所擁有的社會資本與資源優勢，實踐「讓弱勢發聲」的社會目的，以及創造社會價值。 研究發現，《四方報》的結構、認知與關係資本之間的交互作用，有利於組織社會資本的建立與積累。其中，《四方報》的結構資本特色在於網絡結構以組織為中心逐步往外拓展，內部成員的人脈移轉為對組織具有價值的資源；認知資本以「讓弱勢發聲」的社會理念為核心，網絡成員圍繞著社會理念進行交流與互動，成為達成共識的關鍵，以及關係資本的形成奠基於網絡成員相互信任以及對於組織社會理念的認同之基礎上。其次，《四方報》透過「讓弱勢發聲」此項社會理念的傳遞，形成資源提供者對於理念的認同，成為組織對外引進人力、財務與社會資源的關鍵。最後，《四方報》的社會價值創造涵蓋解決或改善社會問題、提升環境條件、觀念的深化，以及回饋機制四大面向。 Commercial media have been neglected the news reporting professionalism due to achieve the goal of profit maximization during the past few decades. On the other hand, nonprofit media must rely on donations and grants due to the long-term financial problems. Therefore, it forces the global media to find a "third way", i.e. social enterprise for solving the financial problems as well as restoring the news reporting professionalism. Using the case of 4-Way Voice, this study aims to find out how 4-Way Voice creates the resource and social value based on social capital theory. The study found that the interaction of the structural, cognitive and relational dimension is conducive to the creation and accumulation of social capital. Besides, the mission-driven in 4-Way Voice helps to bring in several resources which including human, financial and social resources. Finally, the creation of social value in 4-Way Voice includes the social problems solving, environmental conditions improvement, idea transmission, and the support and contribution to new migrants in Taiwan.