| Summary: | 碩士 === 國立政治大學 === 傳播學院碩士在職專班 === 101 === Radio Listener’s Media Use and Gratification－
Example of the Police Broadcasting Service
Abstract
This study employs 「uses and gratifications」theory to investigate motivations for actively providing road condition information and resulting gratification among listeners of Police Broadcasting Service.
Police Broadcasting Service is a public radio station with program content chiefly comprising public service matters connected with law and order and transportation. Since it established Taiwan's first specialized traffic station—Taipei Station—in 1971, Police Broadcasting Service has received telephone reports of road conditions from listeners. The station launched the 0800000123 smart phone system—Taiwan's first—in 1996, to provide a Taiwan-wide toll-free road condition hotline to accept real-time road condition reports from listeners throughout Taiwan. In recent years, the station's road reports have become one of the most important factors causing the public to listen to the station. Furthermore, after several major accidents that occurred in the past, Police Broadcasting Service quickly gained a picture of the situation from information provided by listeners, showing that the voluntary provision of information by listeners is very effective.
This study employed a quantitative research approach and used the questionnaire survey method. The study's findings indicated that listeners' motivations for actively providing road information included the five aspects of 「shared participation」, 「information watchman」, 「interpersonal contact」,「looking for means of solving problems」, and 「individual needs」. Furthermore, wishing to hear real-time road conditions constitutes listeners' chief motivation for listening to Police Broadcasting Service.
Keywords: uses and gratifications、active audience、listeners、radio station、road condition report
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