| Summary: | 碩士 === 國立臺灣大學 === 新聞研究所 === 97 === During 1960 to 1980, the social pages of the newspapers were edited by the literati editors. They wrote poetic headlines; however, the publics in Taiwan used general language. This thesis is about the characteristics of the editors who edited the social pages in the past. The thesis explores the factors that affected the editors to use the parallel sentences.
The research method of this thesis is an in-depth interview approach. Furthermore, I confirmed the contents of the depth interview through past researches so that I could know more about the history of the literati editors and the poetic headlines.
The research found that the factors which affected the editors of the social pages were the social contexts, the newspaper industry and the editors themselves.
First, the contextual factors included politics, economics and the social culture. Because the literati editors were under autocratic politics, the growing economic and the changing social culture, they abstained from the rigid political pages. They enjoyed writing the parallel headlines in the social pages and tried to attract more readers.
Second, the factors of the newspaper industry included the external newspaper condition and the internal newspaper condition. I found that the organizational culture and the publishers (owners) affected the literati editors and poetic headlines most. Because social pages could attract lots of readers, the owners of the newspaper offices devoted themselves to develop social pages. In this way, they could earn more profit from the advertisement income.
Third, the factors of the editors themselves included their family, education backgrounds, literati character, learning, tutoring, working experiences, career turning
points and belief. These factors made the literati editors fond of poetic headlines.
In conclusion, these factors affected the literati editors and poetic headlines. During 1960 to 1980, the poetic headlines were very popular in the social pages of the newspaper.
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