A Study on the Lifestyle of Taiwanese and Their Media Literacy Abilities－ Using the 2006-2007 Shih Hsin University Communication Behaviors Database as an example

• Main Authors: Yun Hsieh, 謝筠
• Other Authors: Mavis Tsai
• Format: Others
• Language: zh-TW
• Published: 2010
• Online Access: http://ndltd.ncl.edu.tw/handle/72726556458939897163

碩士 === 世新大學 === 廣播電視電影學研究所(含碩專班) === 98 === In this paper, we focus mainly on analyzing the relationship between the lifestyle of the general public and their media literacy capability. Firstly, we obtain the authorization from the Poll Center of the Shih Hsin University to access its database and use its data of years 2006 and 2007 to conduct a secondary data analysis. The samples provided by the Information Communications Database of Shih Hsin University have been collected from the population in Taiwan whose ages span from 15 to 64 years old. We screen those samples by a stratified random sampling method and then discard those invalid samples. The number of effective samples thus collected is 1,095 for 2006 and 1,100 for 2007. Those effective samples are then analyzed by quantitative research methods to differentiate their lifestyle patterns, media uses, and their media literacy capability. Using factor analysis methods, we extract from their life styles five key constituent parts, namely love of fashionable goods, family-oriented mindset, planned spending, healthy living, and political participation. We then conduct a cluster analysis on those five constituents and classify the lifestyles of those interviewed into five clusters, namely "comfortable youths," "Modern aristocracy," "political activists," "smart mature ladies," and "conservative family persons". To strengthen the research quality, we then conduct in-depth interviews on those samples to explore the relationships between the lifestyle of each cluster and their behavior in using the media as well as their media literacy capability. Research results show that "political activists" earn the highest average monthly income among all the five clusters; they are the most enthusiastic about political activities; they pay higher attention to the relevant news, have a better understanding of the media structure, and are more media-literary than any other clusters. The "comfortable youths” have higher level of education; they are the youngest age-wise; they pay more attention to fashionable goods and planned spending; they are the most skilled at the emerging media technologies but are also the most doubtful about the correctness of messages from the Internet; they get higher scores in the stereotype image; they are thus ranked second in media literacy capability. The "conservative family persons" get lower average scores in all the five lifestyle constituents; they are the most family-oriented group; the group’s media literacy capability is also quite conservative. "Modern aristocracy" pays the highest attention to all the five lifestyle constituents; although the group gets the lowest scores in media literacy capability, they gain the highest score in mobility. The "smart mature ladies" is so named because there are more women than men in this cluster, which more concerned about healthy living and planned spending; although the group scores the highest in the media content category among all the five clusters, they get the lowest scores in mobility. Thus, the "smart mature ladies" get the lowest weighted score in media literacy capability.