| Summary: | 碩士 === 南華大學 === 出版與文化事業管理研究所 === 97 === The purpose of this study was to explore the current condition of TV-watching behavior and TV literacy, so as to understand the relationships between TV- watching behavior and TV literacy. The conclusions and recommendations were provided at the end for reference of parents, educational institutions and media productions.
The students was selected by stratified sampling from the fifth and sixth graders of 18 elementary schools in Yunlin County as the main study object. A total of 672 usable sets were collected through survey questionnaires. The valid receiving questionnaire rate is 83.8%.
The questionnaire survey was conducted in this study with the “questionnaire of children’s TV literacy” as a tool for data collection and analysis. The t-test, one-way ANOVA were applied to analyze and describe the results.
The following are the results of statistical analysis：
1. The questionnaires of children’s TV literacy of fifth and sixth graders were classified
middle level. It presents the object of this study can denote meanings of TV programs
more than connote them.
2. Over seventy percentage of the study object watch TV everyday, the duration of two to fours hours is most of them spending on it, the viewing motivation for most of them is interesting, the cartoon/children programs are their favorites, and all family gather to watch TV is the most common thing in their daily life.
3. There is statistically significant differences of TV literacy which includes the fifth and sixth grade girls are superior to those who are boys, the highly-educated parents are superior to those who are the lowly-educated, and the higher occupation prestige parents are superior to those who are lower occupation prestige. There is no statistically significance difference in the residing area.
4. There is statistically significant difference of TV literacy in the TV-viewing duration. The results show that long period of TV-watching doesn’t improve the literacy but even get worse. There is no statistically significant difference in TV-viewing frequency, motivation, types, and watching with their family.
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