Channel''s position and program strategies of Hakka Television

• Main Authors: Hsiao-yu Tseng, 曾曉煜
• Other Authors: Cheng-Chung Lee
• Format: Others
• Language: zh-TW
• Published: 2008
• Online Access: http://ndltd.ncl.edu.tw/handle/29789407756312149643

碩士 === 國立中正大學 === 電訊傳播研究所 === 96 === Minority media usually are supported and subsidized by government, including Hakka Television in Taiwan. Taiwan government has been trying to use the power of public media to rescue the vanishing Hakka culture. To accomplish this difficult mission, the channel’s position affects Hakka Television deeply with its program strategies, the language strategies and its target audience. This research has two goals: first, according to the function of minority media, analyzing the channel’s position and orientations. Second, followed by the channel’s position, understanding the program strategies and the rule of language used in Hakka television. In this research, the literature review is divided into sections which are consisted of multi-ethnic imaginations in Taiwan, concept of minority media, television program strategy and language used in the minority media. This research classified four patterns of the minority media. The four patterns are to focus culture and language at the same time, to focus more on ethnic culture than language, to dynamically adjust focus between ethnic culture and language, and focusing on ethnic language more than the culture. There are eight functions of Hakka Television, which include ensuring the communication right of Hakka people, providing the opportunity for audiences to understand things about Hakka, spreading and renewing Hakka culture, connecting the Hakka and Taiwan society, fostering Hakka professionals for communication industry, the channel has to connect with Hakka community, establishing international relationships, and spreading and promoting Hakka language. This research discovered Hakka television must change its channel’s position. Originally the channel was trying to satisfy the Hakka people who were prohibited to use their mother tongue. The programs of the channel were entirely using Hakka language and full of Hakka content. Target audiences of the channel are elder people of aged above 44. So Hakka television has to reposition. The content of programs should shift to be more innovative and diversified. In the scope of language using, an open-minded thinking is important, the more precise of using Hakka language, the more audiences were banished. Hakka television needs to be repositioned from a channel which only for the Hakka people to the channel which provides multi-content and tries to be an international Hakka media center eventually.