諱疾忌醫的神醫華陀？—南台灣廣播賣藥節目分析初探

王舜偉; 孫彬訓; 顏祺昌

doi:10.6430/CMR.200107.0145

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P145 - 171

社会科学 > 传播学

DOI： 10.6430/CMR

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讳疾忌医的神医华陀？—南台湾广播卖药节目分析初探

A Preliminary Study of the Medical Programs of South Taiwan on the Air

王舜伟；孙彬训；颜祺昌

传播与管理研究； 1 卷 1 期 (2001 / 07 / 01) ， P145 - 171

繁体中文 DOI： 10.6430/CMR.200107.0145

广播卖药节目；使用与满足；叩应；广播听众； medical programs on the air ； uses & gratifications ； call-in ； audiences

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摘要 │ 参考文献 (19) │ 被引用文献 (5) │ 国际计量

摘要〈TOP〉

并列摘要〈TOP〉

In the countryside of Taiwan, as you turn on the radio, you can hear many programs advertising and selling medicine on the air. The audiences make themselves no longer estranged to the host through call-ins and the program forms a particular small world. Among the research associated with television and radio in Taiwan, medicine programs on the air do not appear to win the favor of mainstream radio and television, academic field, or the majority of the radio audiences. Therefore, we intend to probe into the neglected radio medical programs in order to understand its hosts, audiences, program procedure and specialty.
Throughout the research, Taiwanese is the main language used in the program. The hosts answer call-ins from the audiences and, in between, advertises the medicine. The boundary between the program and the advertisement is fairly vague and difficult for the audiences to distinguish. The interaction between the hosts and audiences is as natural as chit-chat among old friends. The hosts and audiences take turn talking during the program. It helps to form the program's structure and adds interest to the broadcast.
After an intensive interviews with the hosts, we found that other than commercial breaks, the audiences are in control of the program's flow and is permitted to express themselves freely on the air. Except for keeping an eye on current events or renovating the purchasing information, the hosts do not necessarily need to prepare for other content. As for choosing a topic in the program, the hosts will usually talk about current events of the audience's personal concerns and then express his opinions on the issue. The hosts will usually give good examples sharing with the audience how to behave better and how to protect themselves from caustic remarks from other call-ins. More often that not, the audiences will respond to it enthusiastically and take part in the discussion whole-heartedly. The hosts will also use strategies involving people-to-people communication, fear, and authority to encourage the sale of medicine. Furthermore, the delivery service helps to increase the ratings for the radio program and encourage consumption of the medicine. However, the hosts still express his pessimism about the development of the medical program in the future.
In the interview with the audiences, we found the strong grass-roots' nature among those who have a high loyalty to the program. Although different groups of people will listen to the program for different reasons, they all show their satisfaction toward the care and respect they feel from the program. They can talk freely on the air without being interrupted, and the exchange of opinion is leisurely ”free feedback.”
The characteristics of the hosts, the flow of the broadcast, the content and the audiences appeal in the medical program are very different from the characteristics of mainstream radio broadcasts. Under the consideration of business interest, it is a big trend to produce a program that can satisfy popular interest. Yet, the minority in the market should also receive attention so that the audiences from different levels in society can have their own programs, and media can carry out its function thoroughly.

参考文献 ( 19 ) 〈TOP〉

Babbie, E. R.(1998).The Practice of Social Research.CA:Wadsworth.
Bauer, R.(1964).The Obstinate Audience the Influence Process from the Point of View of Social Communication.American Psychologist,19,319-328.
Blumler, J. G.(1979).The Role of Theory in Uses and Gratifications Studies.Communication Research,6,9-36.
Blumler, J. G.,Katz, E. (eds.)(1974).The Uses of Mass Communications: Current Perspectives in Gratifications Research.Beverly Hills:Sage.
Gamble, T.,Gamble, M.(1993).Public Speaking in the Age of Diversity.Lexington, MA:Allyn and Bacon.

被引用文献 ( 5 ) 〈TOP〉

陈婷玉、王舜伟(2006)。愚昧无知或享受參与？———广播卖药节目的阅听人分析。传播与管理研究，5(2)，1-36。
卢鸿毅、卢欣妤(2007)。影响大学生浏览网路色情资讯的因素。台湾性学学刊，13(2)，21-32。
郑慧文、陈慧佳、林铜禄、余万能(2010)。论处方药直效行销广告与宪法言论自由及大法官释字第414号解释之关联初。医事法学，17(1)，25-32。
(2015)。闽南语第一人称复数包含式代名词於电台卖药广告之语用功能与应用分析。静宜语文论丛，8(2)，65-105。
(2016)。现代「王禄仔仙」卖啥膏药？分析卖药电视节目所提供的社会支持。传播与社会学刊，37，127-159。

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