Emerging media issues impacted by global warming - Content analysis of "Kyoto Protocol" news and a poll for new energy opinion leaders

• Main Authors: Bi-ting Chiou, 邱碧婷
• Other Authors: none
• Format: Others
• Language: zh-TW
• Published: 2007
• Online Access: http://ndltd.ncl.edu.tw/handle/58012143070740126014

碩士 === 世新大學 === 廣播電視電影學研究所(含碩專班) === 95 === Most domestic researches on Kyoto Protocol tend to focus on fields like science, law and economy, yet there are few on media reports analysis and social-science oriented researches. With the awareness of global warming and the consciousness of environment protection, petrochemical energy crisis and green energy development have become the most important issues in this century and are widely discussed in the field of social science. Dr. Mei-Ying Tsai from Shih Hsin University did this research at her own cost, and with the sponsorship of UNIDO-ICHET, this research is aimed to examine from the perspective of communication how the media report Kyoto Protocol issues and the news frame of the reports since the issue of global warming lead to the emergence of Kyoto Protocol issues in recent years. Meanwhile, characteristics of opinion leaders in environmental protection and energy related fields as well as concerns about energy are further discussed. The methodologies in this research include content analysis and online questionnaire. The subjects for content analysis are " China Times E-database" and "UDN data", reports on Kyoto Protocol and Global Warming from 2001 to 2006 are gathered and then the reports are stratified and sampled in accordance with the year. The research samples are 892 pieces of news reports. For the online questionnaires, UNIDO-ICHET provided the linkage and the email addresses of the scholars and experts in the field of global new energy. During the 6-month period research from August 1st, 2006 to January 31st, 2007, 1,177 questionnaires were returned. Aside from 64 invalid ones, there are 1,113 valid questionnaires in total. In the content analysis of report contents of Kyoto Protocol in new media, it is found that the speed and frequency of reports on this issue tend to be slow and decrease and then increase rapidly, and the news frame as well as the stance the media takes when reporting this issue change with the development of the event. Meanwhile, the quotation of information relating to "Kyoto Protocol" and "Global Warming" were from foreign media at the initial stage, and in the middle and later stages, the information from government officials and expert and scholars tended to increase year by year. The quotation from the public accounts for the smallest proportion, with the percentage of less than 10% among all. News frame of the media may also change as the event develops. In the early stage, international political disputes like wrestling between countries were the focus. When it moved on to the middle stage, domestic governments started to take corresponding actions to cope with the global consensus reached in "Kyoto Protocol", and therefore, the reports focused on governments' corresponding actions. In the later stage, economy-relating issues like "the Emergence of Green Industry" and "Enterprise Investment" became the focus. In the data analysis of opinion leaders in Environmental Protection and Energy field, it is found that these opinion leaders are of the demographic characteristics as the opinion leasers in other relating researches. It is also found that opinion leaders in Environmental Protection and Energy field are usually those who can spread information rapidly.