諱疾忌醫的神醫華陀？—南台灣廣播賣藥節目分析初探

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

10.6430/CMR.200107.0145

王舜偉；孫彬訓；顏祺昌

廣播賣藥節目 ； 使用與滿足 ； 叩應 ； 廣播聽眾 ； medical programs on the air ； uses & gratifications ； call-in ； audiences

傳播與管理研究

1卷1期（2001 / 07 / 01）

145 - 171

繁體中文

本研究針對南台灣廣播節目中販賣藥品的節目進行研究，經由收聽數個同類型節目進行探討，并藉由主持人、聽眾的深度訪談，探求兩造之間的關系。研究節目內容後發現，節目中使用的語言為閩南語、進行完全依聽眾的要求，讓聽眾暢所欲言、聽眾與主持人的互動就如同熟悉的朋友般、而節目不單只是推銷藥品，并能體會聽眾及其家人的需要。廣播賣藥節目通常為外制外包，并購買各電台時段，且跨足多個電台聯播、節目運作會以聽眾需求為優先、與主持人有所接觸的聽眾，以老年人以及閔南語為母語的聽眾居多，在節目中使用煽動性強、人際傅播及恐懼、權威訴求進行藥品行銷，并有專人專送，而廣告與節目內容界線模糊，聽眾不易分辮、主持人與聽眾關系熟稔，并有舉辨戶外聽友會活勤，但主持人對廣播賣藥節目未來發展感到悲觀。針對聽眾言談的研究結果發現，藥品廣播節目為閱聽眾的發聲空閉、聽眾與節目充分互動，而聽眾的藥品消費動機，來自於對節目的認同；聽眾雖基於不同的主動動機，但對於節目內容都十分認同，也達到高度的滿足感。

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.

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