| Summary: | 碩士 === 世新大學 === 公共關係暨廣告學研究所(含碩專班) === 102 === The goal of biodiversity conservation and environmental education is to develop recognition to the public, make people to aware the value of zoos and the significance of gene sustainability through time. Therefore, people would be able to visit and support zoos more due to the understanding the function of zoos. In Taipei Zoo, the information of zoo administrative policy, conservation concept, states of newborn animals, event information, awards, and responding statement of negative reports, are non - periodically issued in the form of press releases to reporters for reference, and become the important media issue in Taipei Zoo. The media can choose to use the press releases depend on their consideration of news criteria, and frame the related news of Taipei Zoo by selecting, eliminating, emphasizing, elaborating and other methods.
This research addresses three research issues, through content analysis, analyze the press releases of Taipei Zoo and the news reports related to Taipei Zoo released by two news media, United Daily News and Apple Daily, to discuss the organization subject frame of news released by Taipei Zoo and the relativity between the subject frames of different media’s news reports. The results shows that the quality and quantity of reports released by Taipei Zoo will vary based on different incidents and the content will emphasize the issues about animal reproduction and management, but omit the issues about the death of animals and animal medical care. The attitudes of two news media processing news report of Taipei Zoo are neutral and friendly, but the different enterprises’ cultures, news criteria and other factors of these two news media would vary the attitudes. Hence, the success or failure of the “star animal” is base on the agreement of news media. Mostly, the presses released by Taipei Zoo truly present the states the zoo animals.
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