創業家新聞之報導傾向：創業家性別、創業身分及新創事業產業的影響

Exploring the Influences of the Entrepreneur's Gender, the Entrepreneur's Identity and the Industry of the New Enterprise on the Media's News Tenor of Entrepreneur

蘇登呼(Teng-Hu Su)

媒體 ； 新聞 ； 創業家 ； 報導傾向 ； 內容分析 ； Mass Media ； News ； Entrepreneur ； News Tenor ； Content Analysis

創業管理研究

9卷2期（2014 / 12 / 01）

1 - 22

繁體中文

本研究目的在分析媒體對創業家的新聞報導傾向，探討創業家性別、創業家創業時的身份、以及新創事業所屬產業對報導傾向的影響。本研究使用內容分析法，蒐集2010到2012年國內三本代表性財經雜誌（商業周刊、天下雜誌、及遠見雜誌）共336則創業家新聞進行分析。研究發現，財經雜誌對創業家有明顯的正面報導傾向，此報導傾向不受創業家性別、創業家創業身份、以及新創事業所屬產業影響；創業家性別及新創事業所屬產業除了影響媒體報導數量，也影響報導關注創業家執行何種企業功能事務。本研究可改善過往創業家新聞內容研究不足的問題，有助瞭解創業情境變數如何影響媒體對創業家的新聞報導傾向，增進對創業家新聞報導傾向脈絡的瞭解。實務上，本研究結果也可幫助創業家與新創事業瞭解媒體的報導偏好，發展更有效的媒體公關策略。

This study aims to investigate the media's news tenor of entrepreneur and further analyze whether the news tenor will be influenced by the entrepreneur's gender, the entrepreneur's identity and the industry of the new enterprise. This study collected 336 news stories on entrepreneurs from Taiwan's three major business magazines (2010-2012) and did content analysis of these news stories. The results revealed that business magazines showed a positive news tenor to the entrepreneur and the news tenor wasn't influenced by the entrepreneur's gender, the entrepreneur's identity and the industry of the new enterprise. However, the entrepreneur's gender and the industry of the new enterprise would influence not only the amount of the media's news stories on entrepreneurs but also the business function emphasized by the media. This study improves the knowledge base of the study of the entrepreneur's news. The findings can advance the understanding of how situational variables could influence the media's news tenor of entrepreneur. Referring to the results, entrepreneurs and their new enterprises can understand more about the media's preference and the knowledge can help them develop more effective strategies of media public relations (media PR).