Content analysis of museum news coverage: A case study of the National Science and Technology Museum, Kaohsiung, Taiwan

• Main Authors: Tsai, Pei-ying, 蔡培瑩
• Other Authors: Chang, Yu-tan
• Format: Others
• Language: zh-TW
• Published: 2009
• Online Access: http://ndltd.ncl.edu.tw/handle/79567343439354757462

碩士 === 國立臺南藝術大學 === 博物館學研究所 === 97 === This study tries to investigate the ways museum-related news are presented and the standards used by news reporters and editors on selecting news. I’ll focus my study on National Science and Technology Museum (NSTM) and the method I use is content analysis. I hope this study will attract the attention of reporters and become a reference of coverage on museum activities, including exhibition, collection and research, education and promotion. The news coverages on NSTM collected in this study are written between January 1st 2004 and December 31st 2007. According to the statistics shown in this study, among the four major Taiwanese newspapers, China Times(CT), United Daily News(UDN), Liberty Times (LT) and Apple Daily(AD), CT has the most numerous pieces of news on NSTM, and most of the articles on NSTM appear on local pages. The articles written by NSTM and quoted by the journalists (more than 50 % in all of the four newspapers) are more than the ones written by the reporters themselves. As for the news categories of the four newspapers, most of the articles belong to activity information, while readers’ feedback has the lowest percentage. Moreover, there are more positive reports than negative ones. Whether the articles are with or without pictures is decided by the editing characteristics of each newspaper. The standards used in these reports include timeliness and correctness, competition activities, media as cooperation partners, new discoveries and human sympathy. Besides, how have museums been trying to establish cooperation relationships with other cooperation partners？ According to the analysis of the result , these relationships can be classified as net-connecting, coordinative and cooperative, no matter what type of relationship it is, the percentage of the articles with cooperation relationship is more than 60%, and the museums don’t have to pay for the advertisement thanks to cooperation relationships.