A Research on Quality Management of PTS''''s Media Literacy In-house Children Program "Don''''t Look Me Down"

• Main Authors: CHANG, CHI-CHENG, 張其錚
• Other Authors: CHIANG, AN-KUO
• Format: Others
• Language: zh-TW
• Published: 2003
• Online Access: http://ndltd.ncl.edu.tw/handle/86568992617966565161

碩士 === 銘傳大學 === 傳播管理研究所碩士在職專班 === 91 === This study intended to explore children’s media literacy education which develop rapidly in Taiwan; yet, it still lacks of comprehensive directions and suitable materials, offering children learn on and consult with. The Public Television Service(PTS) produced the first program of children media literacy education “Don’t look me down” in Feb. 2001, which opened the new age of children media literacy education here in Taiwan. Nevertheless, as the starting role of advocating children media literacy education, the program shoulders the duty of educating children learn to be a critical and reflective thinker on TV programs. Media literacy program is truly different from those current regular children’s programs. Thus, it is necessary to know how to manage these sort of programs, including policy orientation, system and programming improvement,……and so forth. The purpose of this study is to examine the exsiting problems within the procedures of program management, through the varied study methods and the assistance from the several cases of TV programs from Japan, Hong Kong, to come up with the suggestions and corrections for Taiwan’s media literacy program; furthermore, to construct suitable management on programming and producing. Four study methods are conducted, including literature review , case study, survey research, and in-depth interview. First, this study using literature review mainly explores “media literacy”and “the management of program quality” from different aspects. Secondly, using case study method analyze the quality management of the children media literacy education programs, including “Don’t look me down”(PTS, Taiwan), “Experience it! Media ABC”(NHK, Japan), “Why is not good for children”(RTHK, Hong Kong). Thirdly, using survey method to realize the opinions of the quality management from the producing crew of the program “Don’t look me down”（PTS, Taiwan）. Fourth, this study also uses in-depth interview to realize the opinions of those experts and scholars who explain the results of the questionaires. The first finding of this study is the producing budget of “Experience it! Media ABC”（NHK, Japan） is 2.5─4 times of Taiwan’s. They also establish a committee so called “programming committee”, broadly inviting the media literacy experts and scholars to get involved in program design, content consulting, quality improvement, study and investigation; and which greatly benefits on the program quality. As for “Why is not good for children”（RTHK, Hong Kong）, due to the producer both media educator and media worker, it can be omitted with the consulting and advising. Yet, the program is full of vividness and interest. They use the producing idea of “Edutainment” by integrating the words of “education”and “entertainment”; therefore, even though a serious issue can be programmed with the purposes of both learning and having fun. The second finding is that all the producing crew of PTS’s “Don’t look me down” have the consensus on the necessary of children media literacy education, and as well recognize that the program content should consist with the five functions of the children media literacy education. On the quality management, the PTS carries out the ISO system to ensure if program follows all the regulations. The inter-departments cooperation is generally well. And within the program producing crew, there are the regulations toward the working direction, in order to precisely function the management of program quality. However, on the aspects of footage’s purchase, the performance of little reporters, the arrangement of crew specialty, the development of creativity, as well the crew training……and so forth, still have to be improved. The values of this study are as following: 1.Providing television station with the reference on the quality management of media literacy program. 2.Supplying for the concrete avenues of the related program quality management from other country and district.